基于顾客价值的双渠道供应链合作增值服务决策研究

Research on Cooperative Value-added Service Decision of Dual-channel Supply Chains Based on Customer Value

考虑顾客价值对顾客购买行为的影响,比较了制造商与线下零售商及电商平台四种不同合作增值服务情形下的最优决策,探究了双渠道供应链的最优合作增值服务策略选择问题。研究结果表明:渠道成员的最优策略并不一致,制造商与线下零售商和电商平台均合作增值服务能够提升双渠道顾客价值,是制造商的最优策略,不合作增值服务是制造商的最差策略,制造商仅与电商平台(线下零售商)合作增值服务,分别是电商平台(线下零售商)的最优策略、线下零售商(电商平台)的最差策略、制造商的次优策略;电商渠道的顾客价值未必会随着制造商电商渠道边际利润的上升而降低,线下渠道的顾客价值也未必会随着线下零售商边际利润的上升而降低,这取决于顾客对利失及利得感知敏感性的相对大小。

With the gradual enhancement of customer service awareness,the demand for services has become diversified,and personalized value-added services have become an important means for manufacturing and retail enterprises to gain competitiveness considering customer value.Value-added services facilitate the use of products by customers,and have a greater impact on customer value.Therefore,in dual-channel supply chains,both offline retailers and e-commerce platforms are keen to enhance customer value to achieve the purpose of expanding its own channel market demand by providing value-added services.It is very important for members of dual-channel supply chains to formulate reasonable value-added service strategies in the era of customer value as the core.Considering customer value and value-added services of offline retailers and ecommerce platforms,in order to explore the optimal cooperative value-added service strategy choice problem of a dual-channel supply chain,four cooperative value-added service scenarios of the manufacturer,offline retailer and e-commerce platform are established in this paper:non-cooperation strategy,manufacturers only cooperate with offline retailers,manufacturers only cooperate with e-commerce platforms and manufacturers cooperate with offline retailers and e-commerce platforms at the same time.With the help of game theory,comparison and numerical analysis methods,the optimal decisions and different members’profits under different scenarios are compared and analyzed.The results show that:the optimal strategies of channel members are not consistent.Manufacturers who cooperate with offline retailers and e-commerce platforms in value-added services can enhance dual-channel customer value.This is the manufacturer’s optimal strategy.Noncooperative value-added services is the manufacturer’s worst strategy,manufacturers only cooperate with ecommerce platforms(offline retailers)for value-added services.These are the best strategies for e-commerce platforms(offline retailers),and the worst strategies for offline retailers(e-commerce platforms),the suboptimal strategies for manufacturers.The customer value of the e-commerce channel may not decrease with the increase in the marginal profit of the manufacturer’s e-commerce channel.The customer value of the offline channel may not decrease with the increase in the offline retailer’s marginal profit.These depend on the relative sensitivity of customers’perception of gains and losses.