传统零售商主导下的制造商双渠道定价决策与渠道选择

Pricing Strategy and Channel Selection of Manufacturers under the Dominance of Traditional Retailers

根据制造商不同双渠道结构区分为网上直销双渠道、网上分销双渠道和网上代销双渠道,引入消费者渠道偏好、单位直销成本和单位佣金比例系数参数,分析在传统零售商主导下制造商如何进行产品定价和渠道选择问题.研究表明:传统零售商和供应链总利润大小与直销成本和网络偏好相关,当直销成本和网络偏好都较高时,传统零售商利润在网络分销中最大;当直销成本较高而网络偏好较小时,其利润在网络直销中最大;且代销模式下供应链总利润始终高于分销模式.网络零售商利润大小主要受网络偏好的影响,当网络偏好较小时,其利润在代销中最大;当网络偏好较大时,其利润在分销中最大.制造商利润与直销成本、网络偏好以及佣金比例均相关,当网络偏好偏大或者偏小时,其利润在直销中最大;当网络偏好适中且佣金比例较小时,其利润在分销中最大;当网络偏好适中且佣金比例较大时,其利润在代销中最大.

By considering the characteristics of a three-stage supply chain system,online channels were divided into direct selling,online reselling and agency selling dual-channel modes.The pricing strategy and channel selection were explored in a supply chain that comprises a dominant traditional retailer by introducing consumer channel preference,unit direct selling cost and commission ratio coefficient.The results show that the profit of traditional retailers and that of supply chain are related to the unit direct selling cost and consumer channel preference.When both the two factors are high,the profit of traditional retailers is the largest by online reselling.When the cost is high and the coefficient is low,the profit is the largest by direct selling.The total profit of the supply chain by agency selling is always larger than that by online reselling.The profit of online retailers is mainly affected by the consumer channel preference.When the preference is low,the profit by online agency selling is the biggest.When the preference is high,it’s the biggest by online reselling.The profit of manufacturers is related to all the above three factors.When the consumer channel preference is large or small enough,its profit by online direct selling is the largest;when the preference is moderate and commission ratio coefficient is low,the profit is the largest by online reselling;and when the preference is moderate and the coefficient is large,its profit is the largest by agency selling.