服务外溢效应下的服务决策和制造商销售渠道选择研究

Research on Service Decision and Manufacturer’s Sales Channel Selection under Service Spillover Effect

考虑由线下零售商实体销售与制造商将网络电商作为中介平台的网络代销,以及由线下零售商实体销售与网络电商扮演批发商角色构成的网络经销2种制造商销售渠道,研究双向服务外溢效应下供应链的服务决策和制造商销售渠道选择.研究发现:供应链的服务决策与制造商的渠道选择策略有关.制造商的渠道选择策略与服务的正外溢效应、服务的负外溢效应、消费者偏好网络渠道程度、佣金比例等有关.此外,制造商的渠道选择策略还基于其社会责任,当制造商依据自身利益最大化在分散式情形下进行选择时,会选择代销模式;当制造商依据供应链整体利益最大化在集中式情形下进行选择时,会依据消费者对线下零售渠道的偏好程度.

This paper considers two kinds of manufacturers’ sales channels, i.e., offline retailer entity sales and online agent marketing, where online e-commerce is used as intermediary platform by manufacturers, and network distribution channels composed of offline retailers’ entity sales and network e-commerce as wholesalers. The service decision and manufacturer sales channel selection of supply chain under the effect of two-way service spillovers are studied. The research finds that the service decision of supply chain is related to the channel selection strategy of manufacturers. The choice strategy of the manufacturer is related to the positive spillover effect, the spillover effect of service, the degree of consumers’ preference for network channels, the proportion of commission, etc. In addition, the channel selection strategy of manufacturers is based on their social responsibility. When manufacturers choose in decentralized situations according to their own interests, they will choose the mode of agency marketing;When manufacturers choose in centralized situation according to the overall benefit of supply chain, they will be based on the consumers’ preference for offline retail channels.