耐用品营销中渠道冲突对渠道利润的影响

Effect of direct marketing and distribution of durable goods on the distribution channel profits

针对跨期销售的耐用品假设,要区分直销与分销两种模式,在此,探讨了渠道冲突对渠道利润的影响。结果表明:在两周期设置下,直销的渠道利润要大于分销的渠道利润;而在更长周期设置下,分销的渠道利润要大于直销的渠道利润,并且分销的渠道利润增长速度要快于直销的渠道利润增长速度。其原因在于分销中存在的双重边际效应能够使制造商限制未来产量而保持较高批发价格,从而在一定程度上缓解了制造商面临的时间不一致问题。

Consdering durable goods of spread trading, the paper analyzes the effect of direct marketing and distribution of durable goods on the distribution channel profits. The facts indicate that the above-mentioned effect depends on produt＇s life-cycle length. The channel profit is higher under direct marketing if the product lasts two cycles, while it is higher under distribution if the products lasts three or more cycles. Here＇s why： double marginalization can limit the future output and sell the goods at high price, which is beneficial to relieving time inconsistencv that the manufacturer is faced with.