渠道模式和渠道势力对制造商创新的影响研究

Research on the Impact of Channel Model and Channel Power on Manufacturer Innovation

基于传统渠道和双渠道模式,分别构建不同渠道势力下的创新决策模型,考察渠道模式和渠道势力对制造商创新投入的影响。研究表明:在传统渠道模式下,零售商渠道势力增强会削弱制造商的创新激励;在双渠道模式下,零售商渠道势力增强对制造商创新激励的影响,主要取决于渠道间的价格竞争程度。当竞争程度较低时,零售商渠道势力增强会提高制造商的创新激励;当竞争程度较高时,零售商渠道势力增强会抑制制造商的创新激励。无论渠道势力如何变化,网络渠道的出现都会对制造商的创新产生正向激励;但是随着渠道间竞争程度的增强,网络渠道对制造商创新的激励减弱。

This study examines the impact of channel pattern and channel power on the innovation decision of the manufacturer by building innovation decision models in different channel power based on the traditional channel and the dual channel.The study shows that under the traditional channel,the enhancement of the downstream retailer’s channel power will weaken the manufacturer’s innovation incentives;under the dual channel,the impact of the retailer’s channel power on the manufacturer’s innovation incentives mainly depends on the price competition between traditional channels and network channels.When the competition is week,the retailer’s channel power will increase the manufacturer’s innovation incentives;when the competition is fierce,the retailer’s channel power will inhibit the manufacturer’s innovation incentives.No matter the manufacturer’s channel power is stronger or the retailer’s channel power is stronger,the emergence of network channels will positively stimulate the manufacturer’s innovation.But the increase in price competition will weaken the positive impact of network channels on the manufacturer’s innovation.