基于顾客渠道偏好的服务竞争模型

The Service Competition Model Based on Customer Channel Preference

由传统零售渠道和在线直销渠道组成的双渠道供应链中,两种渠道带给顾客不同的购物服务体验,能更好地满足不同渠道偏好的顾客需要,但两种渠道之间又存在竞争关系。针对两种渠道带给顾客的服务体验的差异性,构建考虑顾客渠道偏好的双渠道供应链服务竞争模型,研究制造商的最优渠道选择策略以及在线渠道的增加给传统单渠道供应链和顾客带来的影响。研究结果表明,能否扩大市场需求是判断制造商是否选择双渠道策略的充分条件,但是增加在线渠道之后,供应链存在服务歧视现象,可能造成市场需求减少;在线渠道的增加始终损害零售商的利益,并且可能导致供应链整体收益减少和顾客整体效用水平下降,最终导致社会福利的损失。借助数值分析发现,如果存在大量未开拓的潜在市场需求,顾客对在线渠道偏好程度的提高将有助于提升供应链整体收益和顾客整体效用水平,反之亦然。

For the traditional sale channel and direct online channel provide different shopping experience and different types of customer have different channel preference, the relationship between manufacturer and retailer is analyzed by constructing the service competition model of dual channel supply chain considering customer channel preference. To find out how the performanee of the members in traditional supply chain affected by adding an online channel, the dual channel situation and the single channel situation are analyzed comparatively. This study shows that although manufacture choose dual channel strategy if and only if adding online channel can increase market demand, However after adding online channel, the manufacturer sacrifices the demand of lower customer profitability from traditional channel by increasing the wholesale price that cause retailer weaken the competition between the two channels, and in some case, the increased demand is less. So the total demand may decrease in the equilibrium of dual channel. Adding online channel may also reduce the profit of supply chain and customer utility, which will decrease the social welfare. By way of number analysis, when there is much potential market that is not exploited, as customer like shopping online, supply chain profitability and customer overall utility will increase; vice versa.