基于需求预测的店中店模式决策

基于Yue等人的需求预测模型, 研究了产品替代度、市场波动以及渠道成员需求预测精度对店中店模式和 传统模式下渠道成员收益的影响, 并以此为基础说明了制造商在不同情况下应如何选择销售模式. 研究表 明: 第一, 在产品替代度较小时, 制造商和零售商均倾向于选择店中店这一销售模式, 反之, 则双方更倾 向于选择传统模式; 第二, 当市场波动较大时, 制造商更倾向于采用店中店模式, 反之, 则双方更倾向于 选择传统模式, 同时在一定的市场波动范围内, 采用店中店模式对渠道双方均有利; 第三, 店中店模式下 制造商的需求预测精度越高, 制造商越倾向于采用店中店模式, 且该需求预测提高到一定的程度后, 采用 店中店模式对渠道双方均有利.

Store within a store selection based on the demand forecast

Based on Yue’s demand forecast model,this paper studied the impact of product substitutability, market volatility and demand forecast on the profit of the channel members under SWS(store within a store) and traditional mode.Then we showed how the manufactory chooses its channel.We find that the manufactory prefers the SWS mode when the product substitutability is low.Secondly when the market volatility is high,the manufactory would choose the SWS mode.Lastly when the demand forecast of the manufactory is improved,it should prefer the SWS mode;otherwise it would choose the traditional mode. And when some conditions are satisfied,SWS mode is a Pareto strategy for both of the channel members.