品牌与渠道双重竞争下制造商渠道优化选择决策

Channels Selection Optimization Decisions for Brand Manufacturers with Brand and Channels Competition

考虑制造商品牌竞争和渠道竞争下,制造商与零售商遵循Stackelberg博弈情形,研究以最优利润为目标的制造商渠道模式的选择。分别构建了制造商混合双渠道、单一传统渠道和单一直销渠道下的最优利润模型,并对不同组合或单一渠道选择方案进行比较分析。结果表明,在品牌和渠道双重竞争下,对于制造商而言,混合双渠道模式优于单一直销渠道模式,而单一直销渠道比单一传统渠道模式又有优势;对于零售商而言,单一传统渠道模式优于混合双渠道模式,混合双渠道模式优于单一直销渠道模式。此外,在一定的渠道替代率下,无论何种渠道模式,制造商和零售商的利润均随着品牌替代率的增大而减少。

Considering competition of both brand and channel,the manufacturer's choice of distribution channel mode is studied by using the Stackelberg models to obtain optimal profits. The mix dual-channel model only retail channel model and only direct channel model are constructed respectively. Then,different kinds of combinations of different channel choices schemes are compared. The results show that under the channel and brand competition,hybrid channel mode is superior to a single direct channel mode for manufacturers, and the single direct channel mode has an advantage over the single traditional channel mode. For retailers,the single tranditional channel mode is superior to the hybrid channel mode, and the single direct channel mode gets the minimum profits. In addition, no matter what kind of mode, manufacturers and retailers' profits reduce when the brand substitutions grow.