考虑渠道需求转移的制造商渠道选择策略  

Manufacturer’s Channel Selection Strategy Considering Channel Demand Discount

作　　者：王龙鑫 WANG Longxin(College of Economics and Management,Qingdao University of Science and Technology,Qingdao 266061,Shandong,China)

机构地区：[1]青岛科技大学经济与管理学院,山东青岛266061

出　　处：《科技和产业》2025年第7期225-231,共7页Science Technology and Industry

摘　　要：以单个制造商和单个零售商构成的绿色供应链为研究对象,在统一零售定价策略下,针对制造商的3种渠道策略,研究渠道需求转移和制造商承担社会责任对制造商渠道选择的影响。结果表明:在制造商承担的社会责任水平和渠道需求转移系数较低时,其同时开辟零售和直销渠道是最优选择;当制造商承担的社会责任水平与渠道需求转移系数较高时,制造商通过仅保留直销渠道使得自身整体收益达到最佳水平。Taking the green supply chain consisting of one manufacturer and one retailer as the research object,the effects of channel demand discount and the manufacturer’s social responsibility on the manufacturer’s channel choices under the equal retail pricing strategy and the three channel strategies were studied.The findings show that when the level of social responsibility and the discount coefficient of demand shifting are low,it is optimal for the manufacturer to open both retail and direct sales channels,and when the level of social responsibility and the discount coefficient of demand shifting are high,the manufacturer achieves the best total profit by retaining only the direct sales channel.

关 键 词：企业社会责任 渠道需求转移 绿色供应链 统一零售定价策略 

分 类 号：F274[经济管理—企业管理]