电商企业双渠道销售结构路径优化

发布时间：2018-06-10 03:32

  本文选题：Stackelberg博弈 + 双渠道销售结构　； 参考：《统计与决策》2017年15期

【摘要】：文章以Stackelberg博弈模型为研究工具,分析电商企业双渠道销售结构路径优化问题。将电商企业的双渠道销售结构设计成销售结构Ⅰ、Ⅱ、Ⅲ三类。研究发现:相对于零售单渠道结构,销售结构Ⅰ提高了渠道密度,增加了总电商利润,提高了供应链的整体效率;销售结构Ⅱ促进了供应链总利润的增加,但总电商利润能否增加关键取决于总电商与二级电商的利润分成;销售结构Ⅲ下非授权批发渠道的引入,造成了非效率竞争局面的形成,降低了整个供应链利润。双渠道模式为供应链引入了竞争机制,但是这种竞争机制有无效率取决于双渠道的布局。
[Abstract]:In this paper, Stackelberg game model is used as a research tool to analyze the path optimization of the dual channel sales structure of e-commerce enterprises. The dual channel sales structure of e-commerce enterprises is designed as three types of sales structure: I, II, III. It is found that the sales structure I increases the channel density, increases the total ecommerce profit and improves the overall efficiency of the supply chain, and the sales structure II promotes the increase of the total profit of the supply chain. However, the key to increase the total ecommerce profit depends on the profit sharing between the general ecommerce and the secondary ecommerce, and the introduction of the non-authorized wholesale channel under the sales structure 鈪，

本文编号：2001830