产品耐用度对制造商渠道选择的影响分析

Analysis of the Influence of Production Durability on the Channel Choice for the Manufacturer

研究了不同市场需求情况下,产品耐用度对制造商渠道选择的影响,以及制造商渠道选择对零售商和消费者的影响,并探讨了制造商最优产品耐用度的设置问题。研究发现：如果市场需求较小,当产品耐用度较低时,制造商不开通直销渠道是最优选择,当耐用度较高时,制造商的最优渠道选择是开通直销渠道;如果市场需求较大,制造商开通直销渠道总是最优的选择,而且一定的市场需求和恰当的耐用度设置情形下,制造商开通直销渠道可以增加零售商的利润和消费者剩余,同时减弱双重边际效应,实现帕累托改善。

The paper firstly studies the impact of the production durability on the direct sale channel under the different market demand conditions,and then it analyses the impact of channel choice on the retailer and the consumer. Finally,the optimal durability of the manufacturer is discussed. It finds that the manufacturer＇s channel choice is influenced by the product＇s durability if the market demand is small： When the durability is low,the manufacturer does not open the direct sale channel which is the best choice; when the durability is high,the manufacturer＇s optimal channel selection is to open the direct sale channel. However,if the market demand is large,the manufacturer＇s optimal channel selection is to open the direct channel.Moreover,manufacturer＇opening the direct sale channel could increase the profit of the retailer and rise the consumer surplus,at the same time which could weaken the double marginal effect to achieve Pareto improvement under certain conditions.