服务合作双渠道供应链中的价格和服务策略

发布时间：2018-01-14 02:35

本文关键词：服务合作双渠道供应链中的价格和服务策略　出处：《管理评论》2017年05期 　论文类型：期刊论文

【摘要】：随着越来越多的企业引入网络直销渠道的营销模式,制造商与零售商之间的渠道冲突日益加剧。为了缓解渠道冲突,制造商和零售商可采取适合的合作机制,双方进行服务合作,共同分担服务成本。本文将消费者服务敏感度作为制造商与零售商分担服务成本的衡量指标,建立了服务合作双渠道供应链模型,分别求解了集中控制模式下和分散控制模式下最优的价格和服务策略。研究发现,当消费者接受网络直销渠道程度较低时,在网络直销渠道建立初期,制造商要注重提高服务质量,在网络直销渠道较成熟后,制造商应关注其他方向;零售商则要发挥线下优势,根据自身定位,缩小经营范围,增加针对性商品,向消费者提供个性化服务,要形成立体化的营促销宣传方案,发挥实体零售渠道品牌形象的支撑与转移效应;当消费者接受网络直销渠道程度较高时,制造商应着眼于大数据等互联网技术革新、物流配送体系建设等问题。
[Abstract]:With the introduction of network marketing channel more and more enterprise marketing mode, channel conflict between the manufacturer and the retailer is increasing. In order to alleviate the conflict, manufacturers and retailers can adopt suitable cooperation mechanism, the two sides into the service cooperation and service sharing. In this paper, consumer service sensitivity as the manufacturer and the retailer share index of service cost the establishment of the dual channel supply chain service cooperation model, decentralized and control price and service strategy of optimal mode are solved in centralized control mode. The study found that when consumers accept the Internet direct marketing channel is low, at the initial stage of the establishment of direct marketing network, the manufacturer should pay attention to improve the quality of service in the network marketing channel is after the mature, manufacturers should pay attention to the other direction; retailers should exert the advantage line, according to their location, narrowing the scope of business Wai, with the increase of product, to provide personalized services to consumers, business promotion plan to form a three-dimensional, play a supporting and transfer effect of physical retail channel brand image; when consumers accept Internet direct marketing channel is high, manufacturers should focus on big data, the Internet technology innovation, logistics distribution system construction.

【作者单位】：北京工商大学商学院;首都流通业研究基地;中央民族大学管理学院;
【基金】：国家自然科学基金项目(71401003) 北京市教委科研基地建设项目(PXM2015_014213_000048)
【分类号】：F274
【正文快照】： 引言传统零售渠道中的企业一般都有一定资金基础、市场份额与品牌影响力,其可提供让消费者感到愉悦的购物体验和高质量的售前、售中及售后服务;在网络直销渠道中,产品更丰富,价格更便宜,消费者搜索信息方便,交易不受时空限制,其有效避免了建立零售渠道所需大量成本,极大地减少

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