制造商差异化供应下的零售商信息策略  

The Retailer's Information Strategy when Receiving Quality Differentiated Products

作　　者：胡华清 王璐 葛泽慧[1] 陈丽华[2] Huaqing Hu;Lu Wang;Zehui Ge;Lihua Chen(School of Economics and Management,University of Science and Technology Beijing,Beijing 100083,China;Guanghua School of Management,Peking University,Beijing 100871,China)

机构地区：[1]北京科技大学经济管理学院,北京100083 [2]北京大学光华管理学院,北京100871

出　　处：《中国管理科学》2024年第6期255-266,共12页Chinese Journal of Management Science

基　　金：国家自然科学基金项目(71673011,71871016)。

摘　　要：在不同渠道提供异质性产品是制造商缓解渠道冲突的有力举措。不同于较多文献关注制造商渠道差异化的供应策略,本文研究了零售商在接受异质性产品(尤其是低端产品)时的应对措施。考虑到零售商在渠道运营和信息获取方面的优势,首先在不同信息结构下研究了零售商与制造商双方的渠道销售决策,进而提出了零售商的最佳信息策略。研究发现:1)在销售环节,零售商借助先动优势能够策略性地影响直销行为。特别地,当直销渠道运营效率较低且潜在市场规模较小时,零售商将以订购量为信号引导制造商暂停直销。2)零售商的信息获取决策受到成本、产品异质性、直销渠道运营效率等多方面影响。通常而言,更低的信息获取成本、更低的产品异质性、适中的直销渠道运营效率将导致更高的信息获取动机。3)当基础产品质量较高或渠道间产品异质性较高时,零售商与制造商双方达成信息共享,此举可实现双渠道供应链的帕累托改进。本文为零售商应对上游差异化产品供应提供了参考建议,并为实现供应链信息透明和绩效改进提供了理论指导。Providing heterogeneous products in different channels is an effective measure for manufacturers to alleviate channel conflicts.Different from the most literature focusing on the manufacturers'differentiation strategy,the countermeasures of retailers are investigated when accepting heterogeneous products(especially low-end products).Considering the retailer's advantages in channel operation and information acquisition,her channel selling strategy is studied under different information structures,then the retailer's information strategy is proposed.It is shown that:1)Retailers can strategically influence direct selling behavior by taking advantage of first-mover advantages.In particular,when the operating efficiency in the direct channel is low and the potential market size is small,the order quantity can be used as a signal to prevent manufacturers from direct selling.2)The retailer's information acquisition decision is affected by acquisition cost,product heterogeneity,and direct selling efficiency.In most cases,lower information acquisition costs,lower product heterogeneity,and moderate direct sales channel operating efficiency will lead to higher motivation for information acquisition.3)When the market potential is large or the product heterogeneity is high,both channel members will reach the consensus on information sharing,in which Pareto improvement can be achieved.It not only lays out suggestions for retailers to deal with product differentiation,but also provides theoretical guidance for the achievement of supply chain information transparency and Pareto improvement in this paper.

关 键 词：信息获取 信息分享 异质性产品 双渠道供应链 

分 类 号：F252[经济管理—国民经济]