零售商优势下制造商引入网络直销渠道策略研究

Research on the strategy of developing direct online channel for manufacturer in a retailer-leading supply chain

运用博弈建模方法,探讨制造商在面对传统强势零售商时是否以及何时要引入网络直销渠道。研究结果表明,当消费者对网络渠道的接受度达到一定程度时,制造商才会引入网络渠道,形成线下线上双渠道结构。当消费者对网络渠道的接受度足够高时,制造商会用网络渠道完全替代线下零售渠道。为避免引入直销渠道带来的渠道冲突,提出了制造商引入网络直销渠道时的渠道协调策略。

This paper explores whether and when the manufacturer should introduce network direct selling channel in a retailer-leading supply chain by game theory.The research proves that when consumers have higher acceptance of network channels,the manufacturer should introduce network channel and develop offline and online dual channel structure.Especially,when consumers'acceptance of online channels is high enough,the manufacturer should replaces the offline retail channel by introducing the online channel.In order to avoid the channel conflict caused by the introduction of direct selling channel,this paper presents the channel coordination strategy.