由一个厂商和多个经销商构成的一级分销渠道

One-level channel of distribution with a producer and some sellers

从利润最优化角度,研究由一个厂商和多个经销商构成的一级分销渠道,获得了厂商和每个经销商利润最大时的销售量和价格以及各自的最大利润,并进一步讨论了成本和经销商数量对该分销渠道的影响,结论表明:厂商和经销商成本降低都会使厂商和经销商利润增加,但各自利润对成本的敏感性并不相同;随着经销商数量的增加,经销商利润逐渐降低,厂商利润逐渐增加,但分销渠道的总利润是增加的,只是幅度越来越小;在需求和成本一定的条件下,分销渠道应该有一合适的经销商数量;对经销商来说,独家经销时利润最大.

From the point of profit maximization, one-level channel of distribution composed of a producer and some sellers is studied. The optimal sales volume, price, and profits of the producer and the sellers are obtained when the profit maximization problem is solved. Furthermore, the influence of the cost and the number of sellers on the distribution channel is discussed. In detail, the profits of the producer and the sellers will increase when their cost decrease, but there is a difference in sensitivity of their profits on costs. With the increase in the number of sellers, the profits of sellers will gradually decrease, the profits of the producer will gradually increase, and the total profit of distribution channel will still increase but the range will be smaller and smaller. Under the condition that the demand and the cost are gotten, distribution channel should have a moderate number of sellers. For a seller, he will get biggest profit if he is only seller in a distribution channel.