基于双边激励的异质产品双渠道冲突协调

Coordination Mechanism of Heterogeneous Product Dual-Channel Based on Bilateral Incentive

为了解决异质产品双渠道系统失调问题,构建了异质产品双渠道模型,设计了基于双边激励的双渠道冲突协调机制.研究发现,无协调机制下的系统处于失调状态,引入单边激励策略(消费者返利)能够较好的改善系统的运作情况,但是系统仍难以实现Pareto最优.在此基础上构建了双边激励协调机制,机制中的正向激励策略促进了系统总利润的增长,逆向激励中的转移支付能够公平地分配协调产生的系统利润,进而充分协调异质产品双渠道系统.

To solve the system disorder of heterogeneous product dual-channel, a hetero- geneous product dual-channel model was constructed, and conflict coordination mechanism was designed based on bilateral incentive. The research found that the system was in disor- der without any coordination mechanisms, and the unilateral incentive strategy （consumer rebate） could improve the system＇ s operation, but it was still difficult to achieve Pareto Optimal. Based on it, bilateral incentive coordination mechanism was constructed. The coordination mechanism could not only promote the growth of system＇ s total profit, but also contribute to distribute the profit fairly. Thus the heterogeneous product dual-channel was coordinated fully.