三种混合分销渠道条件下供应链产品质量控制策略研究

发布时间：2018-03-14 16:37

本文选题：传统零售渠道　切入点：Internet网上渠道　出处：《中国管理科学》2017年03期 　论文类型：期刊论文

【摘要】：考虑当供应商自建Internet网上渠道、零售商自建Internet网上渠道、委托第三方网络提供商建Internet网上渠道三种情况下,混合分销渠道中如何制定产品质量控制策略的问题,通过构建Stackelberg主从动态博弈模型,分析了市场份额比例、利润分配比例、需求价格弹性系数、质量成本系数对混合渠道产品质量控制策略的影响,以及对不同渠道产品需求、期望利润函数和消费者剩余的影响。通过模型分析,可以证明:随着市场份额比例的增加,供应商自建Internet网上渠道时产品质量水平将高于委托第三方建Internet网上渠道时高于零售商自建Internet网上渠道时;当供应商自建Internet网上渠道时,产品质量水平和供应商期望利润先下降后增加,呈U型;当零售商自建Internet网上渠道时,零售渠道需求量和零售商期望利润将增加;当委托第三方建Internet网上渠道时,各参数关系取决于供应商利润分配比例的阈值。最后,进行了算例分析,为该模型在实践中的具体应用指明了方向。
[Abstract]:Considering how to formulate product quality control strategy in mixed distribution channels, when suppliers build Internet online channels, retailers build Internet online channels, and third party network providers are commissioned to build Internet online channels. By constructing the Stackelberg master-slave dynamic game model, this paper analyzes the influence of market share ratio, profit distribution ratio, demand price elasticity coefficient, quality cost coefficient on the quality control strategy of mixed channel products, as well as the demand for different channel products. The impact of the expected profit function and consumer surplus. Through the model analysis, we can prove that: with the increase of market share, When the supplier builds the Internet online channel, the product quality level will be higher than when entrusting the third party to build the Internet online channel, and when the supplier builds the Internet online channel, it will be higher than the retailer's own Internet online channel. The level of product quality and the expected profit of suppliers decrease first and then increase, which is U-shaped; when retailers build their own Internet online channel, the retail channel demand and the retailer expect profit will increase; when the third party is commissioned to build Internet online channel, The relationship of each parameter depends on the threshold of the profit distribution ratio of suppliers. Finally, an example is given to show the direction of the model in practice.
【作者单位】：山东师范大学商学院;山东大学管理学院;
【基金】：国家社会科学基金重点项目(13AGL012) 山东省社会科学规划项目(16CQXJ03) 中国博士后科学基金面上项目(2015M580597) 山东省博士后创新项目(201503009)
【分类号】：F274

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