服务搭便车的电子渠道与传统渠道协调机制

Coordination mechanism of E-channel and traditional channel under service free-riding

通过建模分析在传统零售商渠道与制造商电子渠道环境下价格和服务决策行为与绩效关系特征,从而识别价格竞争效应和服务搭便车行为对绩效的影响,并探索三步定价协调机制可能范围及其价格竞争与服务搭便车对协调机制的影响,为协调机制的实施提供了基本逻辑依据.

Through modeling on traditional retailer channel and manufacturer＇s E-channel, the paper analyzes the relationship characteristics of decisions behavior for price and service with performance, which result in identifying the impacts of price competitive effect and service free-riding on the performance. Furthermore, the three-tariff range for coordination and the influence of price competition and service free-riding on coordination mechanism are explored, which provides basic logistical basis for implementation of the coordination mechanism.