信息产品销售渠道模式选择研究
发布时间：2018-08-26 12:01
【摘要】：信息产品供应商在销售产品时有多种渠道可以选择,可以通过在线直销,也可以通过传统的零售渠道方式.而在零售模式下,供应商可以与零售商之间采用Fixed-fee协议或Per-copy协议.供应商在面临这些不同的销售渠道和销售方式时,产品质量、销售价格以及消费者对直销渠道的接受程度等因素决定了最终的选择方式.通过对供应商、零售商和消费者的决策行为进行分析,给出了供应商通过直销渠道和零售渠道销售产品下的收益最优化模型,并对结果进行了比较.研究表明当消费者对产品评价值服从均匀分布的情况时,零售渠道下采用Fixed-fee模式有利于供应商,而在双重渠道下,供应商采用Per-copy模式更有利.而且当供应商采用直销渠道销售高质量产品,由零售渠道销售较低质量产品时,供应商能获得最大收益.
[Abstract]:Information product suppliers have a variety of channels to choose when selling their products, which can be directly sold online or through traditional retail channels. In retail mode, the supplier and the retailer can adopt Fixed-fee protocol or Per-copy protocol. When the supplier is faced with these different sales channels and sales methods, the product quality, sales price and consumers' acceptance of direct marketing channel determine the final choice. By analyzing the decision behavior of suppliers, retailers and consumers, this paper presents the profit optimization model of suppliers selling products through direct selling channels and retail channels, and compares the results. The results show that the Fixed-fee model is beneficial to the supplier under the retail channel, while the Per-copy model is more favorable for the supplier under the dual channel when the evaluation value of the product is distributed evenly. Moreover, when suppliers use direct selling channels to sell high quality products and lower quality products are sold through retail channels, suppliers can obtain the maximum profit.
【作者单位】： 天津大学管理与经济学部;天津商业大学商学院;
【基金】：国家杰出青年科学基金资助项目(70925005)
【分类号】：F49;F274;F224
[Abstract]:Information product suppliers have a variety of channels to choose when selling their products, which can be directly sold online or through traditional retail channels. In retail mode, the supplier and the retailer can adopt Fixed-fee protocol or Per-copy protocol. When the supplier is faced with these different sales channels and sales methods, the product quality, sales price and consumers' acceptance of direct marketing channel determine the final choice. By analyzing the decision behavior of suppliers, retailers and consumers, this paper presents the profit optimization model of suppliers selling products through direct selling channels and retail channels, and compares the results. The results show that the Fixed-fee model is beneficial to the supplier under the retail channel, while the Per-copy model is more favorable for the supplier under the dual channel when the evaluation value of the product is distributed evenly. Moreover, when suppliers use direct selling channels to sell high quality products and lower quality products are sold through retail channels, suppliers can obtain the maximum profit.
【作者单位】： 天津大学管理与经济学部;天津商业大学商学院;
【基金】：国家杰出青年科学基金资助项目(70925005)
【分类号】：F49;F274;F224
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