双渠道模式下制造商线上定制策略研究

Online Customization Strategy of Manufacturer under Dual Channel Mode

本文针对制造商在传统零售渠道和线上网络渠道同时销售标准产品的情况下,是否应该开放线上定制策略的相关问题进行分析。首先通过圆形市场模型完成市场划分;其次,在制造商不开放线上定制策略和开放线上定制策略两种情况下分别构建制造商和零售商利润最大化模型,得到了两种情况下的市场均衡结果。通过分析和比较两种情况下制造商和零售商的最优决策结果发现,当标准产品的边际生产成本较大且开放线上定制策略的成本较小时,制造商应该开放线上定制策略;制造商开放线上定制策略后,会使标准产品的批发价格和零售价格增加,并削弱零售商的利润;定制产品的生产成本越高,制造商开放定制产品的动机越小;消费者对标准产品的适应成本越高,制造商开放定制产品的动机越大。

With the rapid development of e-commerce and information technology,an increasing number of manufacturers sell products in both traditional retail channel and online channel.The online channel provides convenient information collection method and sales opportunities for manufacturer to adopt customization strategy.However,adopting customization strategy in online channel may affect the sales of standard products.It will lead to the changing of distribution structure of consumers in the market and affect the profits of the manufacturer and retailer.In this paper,we conduct an analysis of the manufacturer that adopts online customization strategy when it offers standard products in traditional retail channel and online channel.We will develop the manufacturer and retailer profit maximization model separately and obtain the equilibrium results if the manufacturer does not offer the online customization products and otherwise.By examining and comparing optimal decision of the manufacturer and retailer in both cases,some meaningful findings are obtained.When the marginal production cost of standard product is relatively large and the cost of adopting customization strategy is relatively low,adopting online customization strategy is more beneficial to the manufacturer;and the wholesale price and retail price of the standard product increase and the profit of retail decreases when the manufacturer adopts online customization strategy.The motivation of manufacturer offers customization products decreases as the unit production cost of customized product increases and increases as the fit cost of consumer increases.