网络间接渠道下替代产品竞争的决策分析

发布时间：2018-01-23 19:38

  本文关键词： 网络间接渠道 替代产品 渠道协调　出处：《中国管理科学》2017年04期 　论文类型：期刊论文

【摘要】：构建了由一个制造商和亚马逊所组成的网络间接渠道模型。制造商进驻亚马逊销售自己的产品,亚马逊为制造商提供销售平台的同时也销售自营产品,两种产品在一定程度上相互替代。在为两产品提供无差别物流服务的同时,亚马逊向制造商收取一定销售收入比例的介绍费、单位产品物流费用以及固定数额的加盟费。通过对分散决策和集中决策的分析发现:当产品替代率较大时集中决策够使得渠道总收益增加,而该替代率范围又会受到消费者对物流服务敏感系数的影响;集中下的价格和物流服务都要较分散下的高,但两决策情形下的产品需求间的差异会同时受到产品替代率和消费者物流敏感系数的影响。最后,引入收益共享机制来协调整个网络间接渠道,并借鉴Nsah议价模型来确定最优的收益分成比例。
[Abstract]:A network indirect channel model consisting of a manufacturer and Amazon is constructed. Manufacturers come to Amazon to sell their products, and Amazon provides a platform for manufacturers to sell their own products as well. The two products replace each other to a certain extent. While providing undifferentiated logistics services for the two products, Amazon charges manufacturers a certain percentage of their sales revenue. Through the analysis of decentralized decision and centralized decision, it is found that when the product substitution rate is large, the centralized decision can increase the total revenue of the channel. The range of substitution rate will be affected by the sensitivity of consumers to logistics services. The concentration of price and logistics services are higher than the decentralized, but the difference between product demand under the two decision-making situations will be affected by the product substitution rate and consumer logistics sensitivity coefficient at the same time. Finally. The mechanism of revenue sharing is introduced to coordinate the indirect channels of the whole network and the Nsah bargaining model is used to determine the optimal revenue-sharing ratio.
【作者单位】： 华南理工大学经济与贸易学院;
【基金】：广东省自然科学基金项目(2016A030313485) 广东省哲学社会科学“十二五”规划项目(GD15CGL15) 广东省软科学计划项目(2015A070704005) 中央高校基本科研业务费专项资金项目(2015KXKYJ02) 广东省科技计划项目(2013B040500007,20BB040200057)
【分类号】：F274
【正文快照】： 1引言网购的兴起带动了第三方网络销售平台(如亚马逊、京东)的快速发展,越来越多的企业借助其来销售产品[1]。网络销售帮助消费者接触到更多产品、节省购物时间,而使制造商能更好地控制价格和获得需求信息[2]。为了使文章更加切合实际,我们指定下文中的第三方网络销售平台为亚，

本文编号：1458079