商业连锁企业双渠道分销协同优化

Optimized Synergy of Dual Channel Distribution for Commercial Chain Store

针对商业连锁企业双渠道分销存在的问题,提出了连锁总店与连锁分店在电子订单处理等方面相协同的双渠道分销模式,分析了协同对双渠道分销中销售收入、库存成本、运输成本及利润等要素的影响,并求得了双渠道协同分销优于双渠道独立分销的条件,进而为商业连锁企业的双渠道分销优化提供了决策参考。

Aiming at the problems existing in double channel distribution of commercial chain store, the model of optimizing double channel distribution is proposed, in which head office of chain store cooperates with branches in dealing with electronic order. Then, the influence of the synergy on sale revenue, stock cost, transportation costs and profits in double channel distribution is analyzed deeply and the conditions of which the synergy distribution dominates the independent distribution are investigated. Therefore, these conclusions can offer reference to decision-making of commercial chain store to optimize double channel distribution.