不同双渠道结构下制造商的定价决策与渠道选择

Pricing Policy and Channel Selection of Manufacturers under Different Dual Channel Structure

根据网上渠道不同销售模式的特征将其划分为网上直销双渠道、网上分销双渠道和网上代销双渠道。分析在制造商主导的双渠道供应链中,三种不同双渠道结构下价格竞争系数、网上直销成本和佣金比例系数对其他经济变量的影响,以及制造商的最优定价决策与渠道选择问题。研究表明：制造商在保证一定网上直销单位成本和佣金比例系数条件下,网上代销双渠道和网上直销双渠道中获取的利润高于网上分销双渠道;在网络代销双渠道中,制造商利润随着佣金比例系数增加而减少,而传统零售商和网络零售商的利润会随着佣金比例系数增加而增加。

In this paper,according to the characteristics of different sales modes of the online channel,it is divided into online direct sales dual channels,online distribution dual channels and online sales agency dual channels.Here a Stackelberg game where the manufacturer is leader and other players（retailer and online retailer）are followers is considered.Unit sales cost of manufacturer in online direct sales dual channels and commission ratio paid by the manufacturer to the agent in online sales agency dual channels are considered.It is essentially different from those presented in previous models in which the channel in controlled by the manufacturer or the traditional retailer.The proposed model is also demonstrated through a series of data sets.It is observed from the numerical study that the manufacturer gains more profits in the e-tail dual-channel and the agency dual-channel than the distribution dual-channel.If the manufacturertries to limit the unit sales cost and the commission ratio in small range.The profit of the manufacturer will decreases with the increase of the commission ratio,while that of the traditional retailer and the agent will increase with the increase of the commission ratio.