摘要
为了研究制造商风险规避行为对成员定价和零售商线上渠道模式选择的影响,将线上渠道分为网络直销模式和网络分销模式,并与传统零售渠道相结合,构建了两种零售商双渠道供应链模式。研究结果表明:两种模式下成员定价结果均与制造商风险规避行为呈负相关;在网络直销双渠道模式下,制造商将获得更高的期望效用,也会更愿意与零售商达成合作;当网络直销成本和制造商风险规避度较小时,零售商应优先选择网络直销双渠道模式。
In order to study the influence of the manufacturer's risk aversion behavior on members pricing and the retailer's online channel mode selection,the online channel is divided into the online direct sales mode and the online distribution mode,and combined with the traditional retail channel,then two retailers'dual-channel supply chain modes are constructed.The results show that under the two modes,the pricing results of members are negatively correlated with the risk-averse behavior of the manufacturer;under the dual-channel mode of online direct sales,the manufacturer will get higher expected utility and will be more willing to reach cooperation with the retailer;when the cost of online direct selling and risk aversion of the manufacturer are small,the retailer should give priority to the dual-channel mode of online direct sales.
作者
骆正清
李敏
LUO Zhengqing;LI Min(School of Management,Hefei University of Technology,Hefei 230009,China)
出处
《物流科技》
2021年第12期137-141,共5页
Logistics Sci-Tech
