三级供应链渠道入侵策略研究  

Research on Strategy of Three-echelon Supply Chain Channel Encroachment

作　　者：杨帅 余云龙 YANG Shuai;YU Yun-long(School of Business,Changzhou University,Changzhou 213159;School of Business,Nanjing University of Information Science and Technology,Nanjing 210044,China)

机构地区：[1]常州大学商学院,江苏常州213159 [2]南京信息工程大学商学院,江苏南京210044

出　　处：《物流工程与管理》2024年第9期36-42,共7页Logistics Engineering and Management

摘　　要：构建单制造商、单分销商和单零售商的三级供应链,制造商和分销商可通过渠道入侵直接销售产品,与零售商竞争于终端市场。基于制造商或分销商是否入侵形成的四种博弈模型,研究制造商或分销商的入侵决策及其对供应链均衡决策和绩效的影响。当入侵成本较低时,制造商与分销商均进行渠道入侵且制造商更易实施。当仅制造商或仅分销商入侵时,较低的入侵成本可实现供应链成员共赢;当制造商与分销商同时入侵时,较低的制造商入侵成本与较高的分销商入侵成本可实现供应链成员共赢,这种结果也可在制造商入侵成本较高且分销商入侵成本较低的条件下出现。入侵可提高消费者剩余、供应链系统利润及社会福利,制造商与分销商同时入侵时消费者剩余与社会福利最高。当制造商入侵成本较高时,制造商与分销商同时入侵时供应链系统利润最高;当制造商与分销商入侵成本较低时,仅分销商入侵的供应链系统利润最高。A three-echelon supply chain consisting of one manufacturer,one distributor,and one retailer is constructed,in which the manufacturer and distributor may use channel encroachment to sell products directly to consumers and thus compete with the retailer in the end market.Four game models are established based on whether the manufacturer or distributor encroaches or not,and the channel encroachment decision of the manufacturer or distributor and its impact on the equilibrium decision and profit of supply chain members,consumer surplus,and social welfare are studied.It finds that when the cost of encroachment is low,the manufacturer and distributor will open direct sales channels and the manufacturer is more likely to implement encroachment than the distributor.When only the manufacturer encroaches or only the distributor encroaches,the lower encroachment cost can lead to a win-win outcome for supply chain members;when both the manufacturer and the distributor encroach,lower manufacturer encroachment costs and higher distributor encroachment costs can be a win-win outcome for supply chain members,which can also occur under the condition that the distributor encroaches at a lower cost and the manufacturer encroaches at a higher cost.Channel encroachment increases consumer surplus,supply chain system profit,and social welfare,consumer surplus and social welfare are the highest when the manufacturer and distributor encroach simultaneously.The supply chain system of the simultaneous manufacturer and distributor encroachment model is the most profitable when the manufacturer encroachment cost is high,and the supply chain system of the distributor-only encroachment model is the most profitable when the manufacturer and distributor encroachment cost is low.

关 键 词：三级供应链 渠道入侵 博弈论 

分 类 号：F274[经济管理—企业管理] F724.6[经济管理—国民经济]