考虑消费者渠道偏好的制造商销售模式研究  

Research on Manufacturers'Sales Model Considering Consumers'Channel Preferences

作　　者：牛欢歌 NIU Huan-ge(School of Management,Wuhan University of Science and Technology,Wuhan 430081,China)

机构地区：[1]武汉科技大学管理学院,湖北武汉430081

出　　处：《物流工程与管理》2024年第6期68-71,82,共5页Logistics Engineering and Management

摘　　要：随着电子商务的发展和消费行为的日趋多元化,掌握消费者对购物渠道的偏好对企业的发展尤为关键。为此,文中构建了一个包含制造商、传统零售商和电商平台的二级供应链模型,研究在消费者渠道偏好影响下,制造商在电商平台上的销售模式选择问题(转售和代售)。通过数理推导和数值仿真得到的研究结果表明:①同一销售模式下,不同产品对消费者渠道偏好的敏感度不同。②不同销售模式下的产品价格的大小关系与收益比例紧密相关。③不同销售模式在不同的市场环境下展现出不同的优势,制造商利润的大小受消费者渠道偏好、产品替代度和收益比例等因素共同影响。With the development of e-commerce and the increasing diversification of consumer behavior,it is particularly critical for the development of enterprises to master consumers'preference for shopping channels.Therefore,this paper constructs a two-level supply chain model including manufacturers,traditional retailers and e-commerce platforms,and studies manufacturers'sales model selection(reselling and agency selling)on e-commerce platforms under the influence of consumers'channel preferences.The results obtained by mathematical derivation and numerical simulation show that:①Under the same sales model,different products have different sensitivity to consumers'channel preferences.②Under different sales models,the comparison of product price is closely related to the commission fee.③By comparing manufacturers'profits under different models,it is found that factors such as consumers'channel preferences,product substitution degree and commission fee jointly affect manufacturers'choices.

关 键 词：消费者渠道偏好 转售 代售 

分 类 号：F274[经济管理—企业管理]