双渠道服务竞争下“搭便车”对供应链的影响

Impact of "Free Riding" on Manufacturers and Retailers in Dual- channel Service Competition

在考虑了制造商电子直销渠道和零售商传统渠道同时提供一定售前服务水平的情形下,讨论了服务竞争导致的"搭便车"问题,并建立了无需求转移时的基准模型和需求发生转移后的"搭便车"模型,对比分析了"搭便车"系数对服务水平及最优利润的影响,以此作为制造商和零售商的决策依据。

The ＂ free rider＂ problem caused by service competition was discussed with consideration of that both electronic direct marketing channels of manufacturers and traditional channels of retailers provide some level of pre- service. A baseline model was established while there is no demand transfer; and a ＂ free rider＂ model was also established while a demand shift occurred. Impact of ＂ free rider＂ coefficient on service level and optimal profit was contrastively analyzed. It provides decision basis for manufacturers and retailers.