双渠道供应链下产品线双维度延伸策略研究  

Research on Bidimensional Extension Strategy of Product Line under Dual-Channel Supply Chain

作　　者：张娟 郝蒙 黄健 ZHANG Juan;HAO Meng;HUANG Jian(Hohai University,Nanjing,China;Nanjing University of Finance&Economics,Nanjing,China)

机构地区：[1]河海大学商学院 [2]南京财经大学管理科学与工程学院

出　　处：《管理学报》2024年第5期750-759,共10页Chinese Journal of Management

基　　金：国家自然科学基金资助项目(71771114);中央高校基本科研业务费资助项目(B210202156)。

摘　　要：聚焦横向和纵向两种不同维度产品线延伸策略,构建制造商与零售商在传统渠道及双渠道背景下的动态博弈模型,分析制造商进行双维度产品线延伸的条件,考察制造商渠道入侵对系统均衡的影响。研究发现:制造商仅在产品横向设计成本较小且生产成本适中时,才会进行双维度产品线延伸,且产品线延伸策略受到产品竞争及成本效率的双重影响;制造商渠道入侵加大了进行产品线双维度延伸的可能性,然而利用双渠道进行产品线延伸并不总是最优的,是由消费者对直销渠道的接受程度和产品生产成本决定的。此外,双维度产品线延伸策略下,进行渠道入侵的制造商可能会造成双输的局面。Focusing on the horizontal and vertical product line extension strategies in different dimensions,this study constructs a dynamic game model between manufacturer and retailer in the context of traditional channel and dual-channel,analyzes the conditions for manufacturer to carry out the two-dimensional product line extension,and examines the impact of manufacturer’s channel invasion on system equilibrium.The results show that manufacturer will carry out two-dimensional product line extension when the horizontal design cost of the product is small and the production cost is moderate,and the product line extension strategy is affected by both product competition and cost efficiency.The manufacturer’s channel invasion increases the possibility of two-dimensional extension of product line,but the use of dual-channel for product line extension is not always optimal,which is determined by consumers’acceptance of direct sales channel and production cost.In addition,under the two-dimensional product line extension strategy,the manufacturer who engages in channel invasion may result in a lose-lose situation.

关 键 词：双渠道 双维度产品线延伸 定价策略 纵向质量水平 

分 类 号：C93[经济管理—管理学]