面向消费者的双渠道供应链团购策略

Customer-Oriented Group Buying Strategy in Dual-Channel Supply Chain

考虑了在既拥有传统零售渠道又拥有网络直销渠道的双渠道供应链中,2种决策方式下通过不同销售渠道发起团购对供应链最优决策的影响.研究表明:集中决策下,在市场份额较大的渠道上发起团购有利于增加供应链的整体利益.与集中决策相比,分散决策下通过直销渠道发起团购对供应链最优决策的影响是相同的,而通过零售渠道发起团购则无论最优团购规模还是供应链整体利润的增加量都有明显的下降.最后通过数值分析进一步验证了结论.

The effect of group buying strategies in different sales channels on optimal supply chain decision was analyzed under two decision-making approaches in a dual-channel supply chain where the manufacturer sells goods to the ultimate consumers through traditional retail channel as well as direct online channel.The research shows that under centralized system,initiating group buying through the channel with larger market share will benefit the whole supply chain,while under decentralized system,in contrast,initiating group buying through the direct online channel has the same effect on the whole supply chain.However,the retail channel will decrease not only the optimal scale of group buying but also the increment of the overall benefit of the supply chain.Finally,a numerical analysis was given to testify the conclusion.