创新投入下混合渠道供应链异质品决策策略研究

发布时间：2018-01-02 02:26

本文关键词：创新投入下混合渠道供应链异质品决策策略研究　出处：《物流技术》2015年21期 　论文类型：期刊论文

【摘要】：考虑了电子商务环境下混合渠道供应链制造商生产部分可替代的两种异质品,其中高端产品在传统零售渠道销售,低端产品在网上直销,并且制造商进行两产品的降低单位运作成本的创新投入,研究了两产品的市场需求与相互的产品质量和价格相关,两渠道市场潜在份额不同的情况下,制造商和零售商的相应渠道零售价格及制造商的创新投入力度等影响因素及决策。另外研究发现,两渠道适当质量水平对供应链整体有利,同时制造商通过供应链的转移支付将有助于供应链的共赢。研究结果对混合渠道供应链制造商异质品投入及创新决策提供了参考依据。
[Abstract]:In this paper, we consider two kinds of heterogeneity products which can be substituted by manufacturers of mixed channel supply chain under the environment of electronic commerce, in which high-end products are sold in traditional retail channels and low-end products are sold directly on the Internet. And manufacturers to reduce the unit operating costs of the two products innovation investment, the two products of the market demand and mutual product quality and price related, the two channels of market potential share is different. The influence factors and decision of the manufacturer and retailer's corresponding channel retail price and the manufacturer's innovation investment strength. In addition, the study found that the appropriate quality level of the two channels is beneficial to the supply chain as a whole. At the same time, the manufacturer's transfer payment through the supply chain will contribute to the win-win situation of the supply chain. The research results provide a reference basis for the mixed channel supply chain manufacturer's heterogeneity input and innovation decision.
【作者单位】：广西财经学院工商管理学院;
【基金】：国家自然科学基金资助项目(71461001,41461110) 广西高校科学技术研究项目(2013YB211) 广西社科规划项目(13FGL002)
【分类号】：F274
【正文快照】： 1引言随着电子商务的发展,越来越多的制造商在传统零售渠道之外,设立自己的电子直销渠道,从而构成混合渠道供应链。而近年来混合渠道供应链内部的冲突不断加剧,一个重要原因就是传统零售渠道和电子直销渠道定位重合、销售的产品完全相同、目标客户一致[1]。在实际运作中一些企

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