供应链中制造商应对强势零售商的混合渠道策略

Mixed Channel Strategy for Manufacturers to Cope with Strong Retailers in Supply Chain

在单一传统渠道供应链中,强势零售商能够通过控制采购价格来主导与制造商的竞争。针对该问题,构建了制造商自营电子直销渠道或增加电子零售商渠道以应对传统零售商竞争的混合渠道策略及其渠道选择模型。基于渠道差异对消费者效用的影响,建立了单一传统渠道情形下的最优决策模型和两类双渠道情形下的供应链成员Stackelberg博弈模型。分析发现,混合渠道策略的选择受到电子渠道成本结构和消费者对产品价值评价的影响。强势零售商通过控制采购价格来主导竞争的方式因为制造商增加电子渠道而失效;考虑到消费者的电子渠道接受程度会随电子商务的普及而逐步提高,制造商更早建立电子渠道有助于减轻传统零售商的抵触和促进供应链良性发展。

In the supply chain with only traditional channel, a strong retailer can dominate the competition with manufacturers by control- ling purchase price. Aiming at this issue, this paper develops a mixed channel strategy for manufacturers to cope with the competition from traditional retailers through adding direct channel or electronic retail channel and builds a model for manufacturers to select chan- nels. Based on the influence of channel difference on consumer utility, optimal decision-making model of supply chain with only a tradi- tional channel and Stackelberg game models of supply chain members in the two kinds of dual-channel supply chains are built. The re- sults show that the choice between the two mixed channel strategies depends on the cost structure of the electronic channels and the eval- uation of consumers on the product. Strong retailer can no longer dominate the competition by controlling purchase price if the manufac- turer adds an electronic channel. Given that more consumers will accept electronic channel when e-commerce becomes more popular, manufacturers can build electronic channel earlier to weaken the resistance of traditional retailers and promote the benign development of the supply chain.