规模经济向不经济转换下含网络直销供应链的生产及销售策略  

Manufacturer’s production and sales strategies in supply chain considering online selling channel with shift of economies scale to diseconomies

作　　者：姜亚奇 戴更新[1] 刘晓东 牟宗玉 JIANG Ya-qi;DAI Geng-xin;LIU Xiao-dong;MU Zong-yu(School of Business,Qingdao University,Qingdao 266071,Shandong,China)

机构地区：[1]青岛大学商学院,山东青岛266071

出　　处：《山东大学学报（理学版）》2022年第3期96-110,共15页Journal of Shandong University(Natural Science)

基　　金：山东省自然科学基金资助项目(ZR2017BG002)。

摘　　要：基于生产规模经济向不经济转换的总成本函数,探讨含网络直销供应链的生产及销售策略。分别构建了零售单渠道和含网络直销双渠道供应链的决策模型,在分析各类系统均衡决策结果的基础上进行比较,研究发现:规模经济和不经济的成本系数会分别影响相应的各类策略供应链的生产及销售数量;随产品市场需求规模增加,制造商会增加产品的生产及销售数量,故其生产会由规模经济向不经济策略转换;生产规模经济或不经济下,消费者对零售渠道忠诚度较大或较小都将不利于制造商和零售商参与双渠道销售策略,当消费者对零售渠道忠诚度在相应阈值范围内时,制造商和零售商才均有意愿参与双渠道系统销售产品,且此时随消费者对网络直销渠道忠诚度增加及产品关于替代销售渠道单位销售价格敏感系数增加,制造商倾向于选择双渠道销售策略。The production and sales strategies of the supply chain with online selling channel based on the total cost function of economies and diseconomies of scale is discussed.The decision-making models of retail single-channel and dual-channel supply chain are constructed respectively.Based on the model analysis,economies and diseconomies cost factors affect the production and sales of various types of strategic supply chains is obtained;as the market demand increases,the manufacturer increases the production and sales quantities of products,so the production strategy shifts from the economies of scale to diseconomies;under the economies or diseconomies conditions,the consumers’greater or lesser loyalty to the retail channel is not conducive to the manufacturer or the retailer to participate in the dual-channel system.When the consumers’loyalty to the retail channel is within the corresponding threshold range,both the manufacturer and the retailer are willing to participate in the dual-channel system,and as the consumers’loyalty to online direct sales channels and the product’s sensitivity coefficient of unit sales price to alternative sales channels increase,the manufacturer will choose the dual-channel sales strategy.

关 键 词：供应链管理 规模经济性 网络直销 博弈 策略 

分 类 号：F272[经济管理—企业管理]