面向鸿沟的电子渠道选择与协调模型

Models of e-channel selection and coordination based on chasm

在制造商同时运营传统零售渠道和电子渠道的渠道结构下,将电子渠道分为制造商自营的直销渠道和利用虚拟交易社区(如淘宝商城)运营的电子渠道两种模式,基于鸿沟理论研究了制造商电子渠道的选择决策,得到当电子渠道的市场份额高于鸿沟值时制造商宜选择直销渠道,而当电子渠道市场份额低于鸿沟值时宜选择虚拟交易社区进行分销的结论.考察了合作决策与分散决策下制造商和零售商的最优定价策略,发现利润增加源于传统零售渠道或电子渠道需求的增加,进而从制造商的角度,探索了制造商与零售商合作的选择决策,并分析了合作情况下收益分配策略,发现委托零售商进行电子渠道分销并分享电子渠道收益能有效地协调供应链,改进供应链绩效.

In the channel structure of the manufacturer operating the traditional channel and e-channel in the same time, the e-channel is divided into online direct selling and the e-channel , which is operated by the third party - virtual trading community, such as Taobao Mall, etc.. The channel selection strategies in e-channel for the manufacturer are investigated based on the chasm theory, and the investigative results show that the manufacturer should select the direct selling channel when the market sharing is more than the chasm value~ otherwise, the selection is the opposite. And the optimal pricing strategies are given both in the centralized and decentralized decision. It is found out that the added profits come from the increasing demand for the traditional channel or the e-channel. Furthermore, from the point of view of the manufacturer, the cooperation strategy selection is analyzed for the manufacturer and the retailer in the cooperation scenario. The revenue sharing strategy for e-channel is given in the case that the retailer manages the e-channel, which is efficient to coordinating the supply chain and promoting the supply chain performance.