基于服务提供商视角的供应链非透明销售策略研究被引量：2

Opaque Supply Chain Selling Strategies from Perspective of Service Provider

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摘要作为极具时代特征的营销方式,非透明销售在实践中取得了巨大的成功,也受到学术界和业界的广泛关注。不仅是服务集成商,越来越多服务提供企业也加入到开设非透明销售渠道的行列中。为指导服务提供商科学开展非透明销售业务,基于对现有成功案例的分析,初步给出非透明销售模式的适用条件。并在考虑顾客对渠道策略反馈的基础上,分别构建服务提供商经营非透明销售渠道和服务集成商(第三方)经营非透明销售渠道的优化模型,得出不同模式下服务提供商的最优价格策略;通过模型结果的对比,找出了服务集成商开设不同形式非透明销售渠道的条件。最后,结合文章研究成果,给出了服务提供商开展非透明销售业务的实施建议。 As a popular marketing mode,opaque selling is a great success and has attracted wide attention from both academia and industry. Service integrators and increasingly more service providers are developing opaque selling channels. Based on analyzing the current successful cases,this paper firstly elaborates the applicable conditions for opaque selling modes so as to guide service providers in their opaque selling operation,and then constructs,based on customers＇ feedback on the channel strategies,the optimal models respectively for service providers＇ opaque selling channels and service integrators＇（ the third party） opaque selling channels while the optimal price strategies are given for different modes. The applicable conditions for service integrators to develop different modes of opaque selling channels are provided via a comparison of the mode results before implementation suggestions are offered for service providers to develop opaque selling business.

作者刘蕾鄢章华白世贞

机构地区哈尔滨师范大学经济学院哈尔滨工程大学经济管理学院哈尔滨商业大学管理学院

出处《山东财经大学学报》 2016年第2期99-107,共9页 Journal of Shandong University of Finance and Economics

基金国家自然科学基金项目“顾客导向型供应链竞合网络协调及突变应对研究”(71371061) 哈尔滨师范大学人文社科培育项目“大数据背景下黑龙江省产业集群投融资信任成本研究”(SXP2014-05) 教育部人文社科项目“效率优先视角下的机械设备类产品供应链金融合约机制设计”(13YJCZH262)

关键词非透明销售服务提供商价格策略 NYOP opaque selling service provider price strategy NYOP

分类号 F252 [经济管理—国民经济] F274 [经济管理—企业管理]

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