制造商入侵决策下的质量差异化产品渠道分配策略研究

Research on the Channel Allocation Strategy of Quality Differentiated Products under the Manufacturer's Encroachment Decision

制造商开设线上直销渠道进行入侵的行为导致与零售商的竞争加剧,如何缓解渠道间矛盾成为研究热点。考虑一个制造商和一个零售商组成的二级供应链,研究产品质量差异下制造商入侵决策以及产品分销策略对供应链成员利润和消费者剩余的影响。结果显示:线上直销渠道的单位成本越大,制造商入侵动机越小,零售商利润越多;在制造商入侵的情况下,顾客对于低质量产品的接受度较大时,制造商倾向于在线上直销渠道分销低质量产品;制造商入侵始终有利于消费者剩余,较低的高质量产品的单位生产成本可以带来较高的消费者剩余。

The behavior of manufacturers to open direct channels for encroachment leads to intensified competition with retailers,and how to alleviate the contradiction between channels has become a research hotspot.Considering a secondary supply chain consisting of a manufacturer and a retailer,the impact of manufacturer encroachment decisions and products distribution strategies on the profits of supply chain members and consumer surplus under product quality differences is studied.The results show that:The higher the unit cost of online direct channels,the lower the manufacturer's encroachment motive,and the higher the retailer's profit;in the case of manufacturer encroachment,when customer acceptance of low-quality products is strong,manufacturers tend to distribute low-quality products through direct channels;manufacturer encroach men is always beneficial to consumer surplus,and lower unit production costs of high-quality products can lead to higher consumer surplus.