考虑实体店公平关切的制造商线上渠道模式选择研究

Manufacturer’s Distribution Strategy Considering Physical Store’s Fairness Concern

通过构建双渠道供应链的博弈模型,研究实体店的纵向分配公平关切和横向同行公平关切对制造商线上渠道模式选择的影响。在理论研究的基础上,通过数值仿真得到的研究结果表明,当实体店纵向分配公平关切程度较低时,制造商应该选择线上直销模式;当实体店纵向分配公平关切程度较高时,若电商要求的租金比例较小,制造商会选择线上代销模式;如果电商要求的租金比例较大,制造商会选择线上直销模式。当满足一定的市场条件时,制造商和实体店将同时偏好线上直销模式或线上代销模式。

The physical store’s vertical distributional fairness concern and horizontal peer-induced fairness concern are incorporated in a dual-channel supply chain by constructing a game model to investigate how the two types of fairness affect online channel mode selection of manufacturer. The results from numerical simulations show thatwhen the degree of physical store’s vertical distributional fairness concern is relatively low, the manufacturer should choose direct selling mode;when the degree of physical store’s vertical fairness concern is relatively high,and the e-commerce requires a small rent ratio, the manufacturer can get a higher profit level by choosing agency selling;but if the e-commerce requires a large rent ratio,the manufacturer can get a higher profit level by choosingdirect selling.When meeting certain market conditions,both the manufacturer and physical store will preferdirect selling mode or agency selling.