摘要
在供应链中,直销渠道和零售渠道商品的可替代性导致渠道冲突。考虑零售商在传统渠道中附带销售直销渠道商品的互补品,建立了渠道产品互补合作的供应链Bertrand博弈模型。发现若消费者对零售商处互补品的价格敏感,则供应链中互补品的价格下降,制造商产品的渠道价格增加,同时直销渠道的需求和收益均上升,对零售渠道中制造商产品的销售和收益增加有利。利用上述模型,通过算例得出,如果零售商选择合适的互补品在零售渠道进行销售,将能促进双方收益的增加,渠道产品互补合作策略是可行的。
Direct sales channels are proliferating along with the rapid development of the Internet because they allow manufacturers to reduce transaction costs and manage channels.Direct sales channels are weakening the traditional retail channels and inviting competition from them.It is important for manufacturers to receive support from retailers by addressing the needs of retailers and dealing with channel conflicts. If direct sales channels and retail channels have complementary relationships and channel products can complement with each other,conflicts between the two sides can be mitigated.Channel conflicts can be reduced if direct sales and retail channels can collaborate and complement with each other.For instance,direct sales channels can help promote ancillary products,such as software,peripheral devices,and portable computer bags,for computer retailers. We adopt Bertrand＇s game model of channel-product complementary cooperation to analyze complementary strategies for channel products.The model assumes that manufacturers and retailers are of equal size.We discover that if consumers are sensitive to target product＇s channel price,target product＇s channel price will drop,the price of complementary goods will increase,and the demand and benefits of direct sales channels will decrease.The same logic can be applied to increasing the sales of retailer＇s complement products and profits if customers are sensitive to price of complementary goods. We further provide numerical evidence showing that an effective channel product complementary strategy is for retailers to choose right complementary products to sell in traditional retail channels.We also find that the higher the substitution coefficient of a manufacturer＇s products the more mutual benefits channels of both target and complementary products can realize.This study is concluded with further research directions on information asymmetry,as well as complementary and alternative products.
出处
《管理工程学报》
CSSCI
北大核心
2011年第3期162-166,共5页
Journal of Industrial Engineering and Engineering Management
基金
国家自然科学基金资助项目(70972056)
国家863计划资助项目(2007AA040801)
