信息共享下双渠道制造商与零售商协调研究

Study on Cooperation between Dual-channel Manufacturer and Retailer with Information Sharing

随着internet的应用越来越广泛,许多制造商不仅使用传统的销售商渠道销售产品,而且通过网上直销的方式进行产品销售,双渠道增加了渠道之间的竞争。零售商为了在渠道竞争中获得优势,可以通过花费一定的成本增加零售产品价值。通过建立博弈模型分析强势制造商在对零售商信息完全、信息不完全情况下的定价策略,分析得出制造商获得零售商信息的价值,以及零售商愿意向制造商分享成本信息时的临界收益,旨在提出参考建议。

With the application of internet becoming more and more widespread,many manufacturers open a direct channel to the customer through Internet sales in addition to selling through the traditional supply chain of wholesaler and retailer,namely the manufacturers use the double channel to sale their products,which increases competition between two channels. In order to obtain the superiority in the channel competition,many retailers add value to the product by spending a certain cost. The study mainly concentrates on two aspects. Firstly,we study the pricing strategy of manufacturer and retailer in complete and incomplete information. Secondly we find that the retailer would be willing to share information with the manufacturer if his cost of adding value is lower than a threshold value.