考虑顾客新旧产品偏好的制造商多产品线上渠道运营策略选择

Online channel operation strategies selection for the manufacturer’s multi-product with consumer’s preference for new and old product

基于B2C电商的零售属性和在线市场平台属性,从制造商的角度构建了新旧产品四种供应链渠道运营模式,即新旧产品线上分销模式、线上混合销售模式Ⅰ(新产品代销、旧产品分销)、线上混合销售模式Ⅱ(新产品分销、旧产品代销)及线上代销模式,同时基于顾客新旧产品偏好的异质性,建立了新旧产品的需求模型,并在此基础上分析了四种销售渠道结构下供应链成员的最优定价,为制造商新旧产品的渠道选择提供决策依据.研究发现:当B2C电商平台收取的交易费比例较小时,不论消费者对旧产品的接受程度大小,制造商应选择线上代销模式来销售新旧产品,反之,制造商应选择线上分销模式来销售新旧产品;当B2C电商平台收取的交易费比例和消费者对旧产品的接受程度同时较大或者同时较小时,混合销售模式Ⅰ优于混合销售模式Ⅱ;当B2C电商平台收取的交易费比例和消费者对旧产品的接受程度大小互反时,混合销售模式Ⅱ优于混合销售模式Ⅰ.

Based on the B2C e-retailer’s retail and online marketplace platform attributes,this paper builds four supply chain operation modes for new and old products from the perspective of a manufacturer,namely,online reselling mode for new and old products,online hybrid sales modeⅠ(online agency selling mode for new product,online reselling mode for old product),online hybrid sales modeⅡ(online reselling mode for new product,online agency selling mode for old product)and online agency selling mode for new and old products,simultaneously,establishes the demand model of the new and old products considering the heterogeneities of consumer’s preferences to the new and old products,analyzes the supply chain members’optimal pricing under four types of sales channel structure,and provides the decision basis for the channel selection of the manufacturer’s new and old products.Research results are as follows:When the transaction fee ratio charged by B2C marketplace platform is small,the manufacturer should choose the online agency selling mode to sell new and old products no matter how much the customer acceptance of old product is.Otherwise,the manufacturer should choose the online reselling mode to sell new and old products.In addition,when the transaction fee ratio charged by B2C marketplace platform and the customer acceptance of old products are simultaneously large or small,the online hybrid sales mode I is superior to the online hybrid sales mode II.When the value of the transaction fee ratio charged by B2C marketplace platform is opposite to the customer acceptance of old product,the online hybrid sales modeⅡis superior to the online hybrid sales modeⅠ.