双渠道下异质品制造商的直销产品选择策略

Direct-selling Product Selection Strategy for Manufacturer with HeterogeneousProducts under Dual-channel

考虑由单个零售商和单个异质品制造商组成的双渠道供应链,研究制造商直销渠道中的产品选择策略以及零售渠道中所供应的产品类型如何影响该策略。研究表明,当直销成本较低时,制造商的最优决策是在直销渠道同时销售高端产品和低端产品;当产品制造成本和直销成本都很高时,制造商的最优决策是仅直销高端产品。在零售渠道中只提供低端产品或同时提供两种产品情况下,当产品的制造成本较低但直销成本较高时,制造商选择仅直销高端产品;当产品的制造成本中等但直销成本较高时,制造商选择仅直销低端产品。在零售渠道中仅提供高端产品情况下,当制造成本较低时,制造商选择在直销渠道同时销售两类产品;当制造成本中等但直销成本较高时,制造商选择仅直销高端产品。

Considering a dual-channel supply chain consisted of a retailer and a manufacturer with heterogeneous products,this paper focuses on the product selection strategy in the direct channel and how the products supplied in the retail channel affect the strategy.It is shown that when the direct-selling cost is low,the manufacturer s optimal choice is to sell both high-end and low-end products in the direct channel;when both the production and selling costs are high,the manufacturer chooses to sell only the high-end product in the direct channel.In the case of supplying the low-end product only or both products in the retail channel,when the production cost is low and the direct-selling cost is high,the manufacturer chooses to sell only the high-end products in the direct channel;when the production cost is low but the direct-selling cost is medium,the manufacturer chooses to sell the low-end product in the direct channel.In the case of supplying the high-end product only in the retail channel,when the production cost is low,the manufacturer chooses to sell both products in the direct channel;when the production cost is medium but the direct selling cost is high,the manufacturer chooses to sell only the high-end product in the direct channel.