搭便车行为下服务水平对双渠道供应链影响

The Impact of Service Level on Dual-channel Supply Chain under the Free Riding Behaviour

双渠道环境服务溢出效应带来的消费者搭便车行为越来越普遍。本文基于消费者效用理论,通过构建制造商主导的分散决策和集中决策下的Stackelberg博弈模型,研究网络直销渠道和传统零售渠道均提供渠道服务情况下,消费者搭便车因子和渠道服务水平对渠道定价、需求以及供应链利润的影响。结果表明,随着渠道价格和供应链利润随着搭便车因子的增大而提高,当制造商和零售商采取集中决策时,随着网络直销渠道服务水平的提高对供应链利润改善有显著效果。

Free riding behavior is more and more popular due to service spillover effect.Based on the theory of consumer utility,and by building a Stackelberg game model under decentralized decision and centralized decision-making led by the manufacturer,this paper pays attention to the impact of consumer free-rider factors and channel service levels on channel pricing,demand and supply chain profits under the conditions that both online direct channels and traditional channels provide services.Results show that the channel prices and supply chain profits increase with the free-riding factor,when the system take centralized decisions,it has a significant effect on the improvement of supply chain profits with the improvement of the service level of online direct sales channels.