基于产品体验性的双渠道供应链协调

发布时间：2018-04-11 13:45

本文选题：双渠道 + 体验性　；参考：《系统工程学报》2017年01期

【摘要】：根据产品体验性引起的实体渠道与网络渠道的差异,建立了单一电子渠道、零售商与制造商独立竞争以及零售商加盟制造商这三种渠道结构,讨论基于产品体验性的供应链渠道运营组合及合作条件.结果表明,市场需求确定时,产品体验性影响供应链最优渠道结构并引发渠道冲突,合理地设计加盟合约的加盟费用可以协调渠道冲突,但当产品体验性小于一个阈值时,单一电子渠道仍然是最优渠道结构;市场需求不确定时,两阶段加盟合约可以在产品体验性较高时协调渠道矛盾、增加供应链利润,若体验性较低,虽然供应链整体利润减少,但两阶段加盟合约的预付款对于制造商来说具有时间价值,仍然有达成合约的可能性.
[Abstract]:According to the difference between the physical channel and the network channel caused by the experience of the product, this paper establishes the single electronic channel, the independent competition between the retailer and the manufacturer, and the channel structure of the retailer joining the manufacturer.This paper discusses the supply chain channel operation combination and cooperation conditions based on product experience.The results show that, when the market demand is determined, the product experience affects the optimal channel structure of the supply chain and causes the channel conflict. The reasonable design of the joining cost of the joining contract can coordinate the channel conflict, but when the product experience is less than a threshold,The single electronic channel is still the optimal channel structure. When the market demand is uncertain, the two-stage joining contract can coordinate the channel contradiction and increase the supply chain profit when the product experience is higher. If the experience is lower, although the overall profit of the supply chain is reduced,But the advance payment for the two-stage contract has a time value for the manufacturer and there is still a chance that the contract will be reached.
【作者单位】：东华大学旭日工商管理学院;
【基金】：国家自然科学基金资助项目(71202066;71572033;71501037;71401029) 教育部人文社科资助项目(13YJC630159;14YJC630130) 上海市浦江人才计划资助项目(12PJC021) 中央高校基本科研业务费专项资金资助项目(140210802)
【分类号】：F274

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