电子零售下供应链成员的渠道销售策略选择

Strategic Choice of Channel Selling for Supply Chain Member in Electronic Retailing

针对单个制造商和单个电子零售商组成的二级供应链系统,分别构建了代发货、代理销售以及代发货+代理的混合销售三种销售策略,利用主从对策博弈模型对三种销售策略进行对比分析。研究结果表明:代发货+代理的混合销售策略下,若两个收益共享因子之和大于等于1,且其中一个收益共享因子固定,另一个收益共享因子适中,或者若两个收益共享因子之和小于1,且另一个收益共享因子较小,则混合销售策略为供应链成员的最佳选择。

This paper study a two-level supply chain system with a single manufacturer and a single e-tailer,we build drop-shipping,agency selling,and mixed selling model which consist of drop-shipping and agency selling.We use the master-slave strategy game model to compare and analyze three sales strategies.The results show that if the sum of two revenue-sharing ratios are greater than or equal to 1,and one of the revenue-sharing ratio is fixed,the other revenue-sharing ratio is moderate,or if the sum of two revenue-sharing ratios are less than 1,and the other revenue-sharing ratio is comparatively low,mixed selling strategy is the best choice for supply chain members.