摘要
针对退货产品再销售渠道选择问题,基于策略消费者延迟购买行为,构建了消费者效用需求函数,从制造商视角,考虑了制造商直销和清理商分销两种再销售渠道,通过对比分析不同决策下制造商的利润,得到不同条件下退货产品再销售的最优渠道。研究表明:策略消费者比例、策略消费者折扣估值系数决定清理商分销渠道是否存在;在保证其存在的前提下,当策略消费者折扣估值系数在某区间内时,若清理商分销渠道相对制造商直销渠道的分销效率偏小,制造商选择清理商分销渠道,若清理商分销渠道相对制造商直销渠道的分销效率偏大,制造商选择直销渠道。
In view of the choice of resale channels for return products,this paper constructs a consumer utility demand function based on strategy consumers'delayed purchase behavior.From the perspective of manufacturer,considering two kinds of resale channels of manufacturer's direct selling and distributor distribution,it gets under the different conditions of returned products and then sells the best channels by comparing and analyzing the profit of manufacturers under different decisions.Results show that,the ratio of strategic consumer and the coefficient of policy consumer discount determine the existence of the distributor's distribution channel.If the discount coefficient of the strategic consumer is in a certain interval,the distribution efficiency of the distributor distribution channel is smaller than that of the manufacturer.If the distributors'distribution channels are more efficient than the manufacturers'direct selling channels,manufacturers will choose direct selling channels.
作者
贡文伟
李萌
佴红
陈敬贤
GONG Wen-wei;LI Meng;NAI Hong;CHEN Jing-xian(School of Management,Jiangsu University,Zhenjiang 212013;School of Business,Nantong University,Nantong 226019)
出处
《软科学》
CSSCI
北大核心
2019年第1期98-103,共6页
Soft Science
基金
国家自然科学基金项目(71401082
71771127)
江苏大学学生科研项目(16C227)
关键词
策略消费者
退货产品
再销售渠道
渠道选择
strategic consumers
returned products
resale channels
channel selection
