电子商务环境下双渠道供应链管理的研究

Research on Dual-Channel Supply Chain Management under E-Business Environment

本文针对存在销售努力外部性和产品差异性的情况下,建立模型分析了生产商的间接销售渠道和网上直营渠道的竞争。文中首先分析了间接销售渠道和网上直营渠道的分散决策定价博弈,然后分析了生产商实施纵向约束的博弈。通过比较两种博弈的结果指出:纵向约束的实施弱化了渠道冲突,内化了零售商努力的外部性,增加了生产商的销售量和利润,并提高了消费者剩余和社会总福利。研究还表明如果零售商具有一定的市场势力,通过利润分成和纵向约束零售商的利润也会增加。

Considering the existence of sales effort externality,model is used to analyze the competition between indirect marketing channel and online direct marketing channel. This paper first analyzes the game in which a manufacture and a retailer make their own price decision separately under hybrid marketing channel,and then analyzes the game in which a manufacturer carries out vertical restraints to weaken the competition between indirect marketing channel and online direct marketing channel. By comparing the results,it points out that: vertical restraints weaken the hybrid channel conflict,eliminate effort externality,increase the profits of the manufacture,and raise consumer surplus and total social welfare. The research also shows that if the manufacturer and the retailer's market power undergo change,retailer also gets higher profits through vertical restraints and profit- sharing.