考虑直销渠道接受程度和直销成本的双渠道供应链贸易信贷决策

Strategy on Trade Credit in Dual-channel Supply Chain Considering Both Sale Cost and Acceptance Level of Online Direct Channel

双渠道供应链中,资金约束对零售商的订货量形成限制,这有损于制造商的批发收益,而无法被零售商满足的零售需求可能转移至直销渠道从而提高制造商直销收益,故零售商资金约束对制造商来说是一把双刃剑。本文同时考虑消费者网络直销渠道接受程度以及单位直销成本两因素,提出制造商可以通过定价及贸易信贷决策合理利用零售商资金约束这把双刃剑。研究发现仅当消费者网络直销渠道接受程度较低、或者消费者网络直销渠道接受程度较高但单位直销成本也较高时,制造商才需考虑向资金约束零售商提供贸易信贷服务。并建议制造商应视零售商初始资金的具体情况向其有偿、无偿或不提供贸易信贷服务,并提出各贸易信贷服务决策的适用条件。

In a dual-channel supply chain,retailer’s order quantity may be reduced by its capital constraint,and manufacturer’s wholesale revenue may decrease subsequently.However,the demand that cannot be satisfied by retailer may transfer to the online direct channel, it may benefit manufacture’ s profit.Thus the capital constraint of retailer is a double-edged sword for manufacture.Simultaneously considering the sale cost and acceptance level of online direct channel, this paper finds that manufacture can strategically make use of the double-edged sword through making rational pricing and trade credit strategics.Manufacturers could consider whether offering trade credit to retailers only when consumers’ acceptance level of online direct channel is sufficiently low, or consumers’ acceptance level of online direct channel is relatively high but online direct sale cost is also relatively high.We further guide manufacturers how to offer free or unfree trade credit services according on retailers’ initial capital.