考虑产品多样性下制造商的在线定制策略选择研究

发布时间：2018-05-24 08:09

本文选题：在线定制 + 双渠道　；参考：《软科学》2017年11期

【摘要】：利用环型城市模型对单制造商和单零售商的两级供应链进行建模,探究考虑产品多样性下制造商增设在线定制渠道的市场条件,并比较不同博弈主导结构下相应结论的差异。研究发现无论标准产品多样性成本和消费者在线渠道接受度的高低,制造商都有可能会增设在线定制渠道,此策略能实现帕累托改进,但可能会加强双重边际化效应;不同博弈主导结构下增设在线定制渠道的条件不同,零售商主导下制造商选择定制化策略的动机更强烈,而且博弈的主导者不一定绝对占优。通过数值分析发现制造商选择在线定制策略的动机随额外定制成本和消费者在线定制渠道接受度的增大而减弱;而随传统渠道边际销售成本和消费者不匹配成本的增大而加强。
[Abstract]:Using the ring city model to model the two-level supply chain of single manufacturer and single retailer, this paper explores the market conditions for manufacturers to add online customization channels under the consideration of product diversity, and compares the differences of corresponding conclusions under different game dominant structures. It is found that regardless of the cost of standard product diversity and the acceptance of consumers' online channels, manufacturers may add online customization channels. This strategy can achieve Pareto improvement, but it may strengthen the double marginalization effect. Under different game dominant structure, the conditions of adding online customization channel are different. The retailer dominates the manufacturers to choose the customized strategy more strongly, and the dominant of the game is not necessarily the absolute dominant. Through numerical analysis, it is found that the incentive of manufacturers to choose online customization strategy decreases with the increase of additional customization costs and consumers' acceptance of online customization channels, but strengthens with the increase of marginal sales costs and consumer mismatch costs of traditional channels.
【作者单位】：中南大学商学院;
【基金】：国家自然科学基金项目(71271219、71071164、71210003、71431006) 教育部新世纪优秀人才支持计划(NCET-11-0519)
【分类号】：F274

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