考虑消费者行为的供应链混合销售渠道结构研究

本文构建了依赖网络渠道风险和零售渠道搜索成本的消费者选择模型, 在此基础上分析了四类双渠道供应链结构下的厂商最优决策和渠道效率问题, 以及不同双渠道供应链结构对在位厂商和供应链效率的影响. 研究发现: 双渠道供应链的效率依赖于网络渠道的购买风险和零售渠道的搜索成本, 渠道风险能够调节分散决策模式下的双重边际化效应. 此外, 双渠道的市场覆盖效应和渠道竞争效应取决于两类渠道的提供主体. 最后, 制造商网络渠道策略与利润分成比例有关, 当分成比例高于某阈值时, 委托第三方网络商提供网络渠道的策略优于制造商自己进行网络销售的策略. 本文的研究结论对供应链的渠道设计具有一定的理论指导意义.

On supply chain mixed channel problem considering consumer behavior

We study consumer choice in supply chain channel with both network and retail selling channels, where the purchasing risk in the network selling channel and searching cost in the retail selling channel are both considered. Four dual channel structures are addressed to derive the optimal solutions, efficiency of different structures, as well as the impact of network channel entry on incumbent enterprises and supply chain efficiency. We find that, the efficiency of different dual channels depends on the purchasing risk in network channel and the searching cost in retail selling channel, and the channel risk can regulate double marginalization effect in the decentralized supply chain. The market coverage effect and channel competition effects are determined by the channel providers. Moreover, whether the manufacturer provides the network selling channel or not is related to profit sharing rate, it is better to employ third-party network partners to provide network selling than by the manufacturer when the sharing rate is beyond a threshold. The results derived are of a certain theoretical significance.