摘要
研究了含有线上直销渠道的双渠道供应链中,制造商披露模式和零售商披露模式对产品质量信息披露效果以及供应链成员收益的影响。建模讨论了消费者对供应链中两个渠道内产品关注度不同时产生的均衡需求,分析了质量信息披露策略对制造商和零售商定价策略的影响。考察了生产成本、不同客户关注度以及渠道间竞争强度等因素对制造商、零售商披露策略的影响。通过对比两种披露模式,得到双渠道供应链中最优信息披露模式选择决策。研究发现:产品质量水平较低时,选择零售商披露模式对制造商更加有利,反之则选择制造商披露模式更优;当渠道间产品差异足够大时,零售商比制造商的披露意愿更强烈,且零售商披露模式可以实现更多的信息披露;客户对两个渠道关注度增加都会提升制造商信息披露的意愿,零售商面临增加的实体店关注度时更愿意披露信息,但面临增加的网店关注度时其披露意愿与渠道间产品差异相关。
This paper investigated the effect of two disclosure formats(manufacturer disclosure format and retail disclosure format) on players’ disclosure behaviors and profits in a dual-channel supply chain,consisting of a manufacturer,which owns an electronic channel and a downstream retailer.In the presence of consumers’ different attentiveness to the quality information of two channels,it discussed the equilibrium demand of the supply chain by building models and analyzed the impact of quality disclosure strategy on the pricing decisions of the manufacturer and the retailer.It incorporated production cost,different consumer attentiveness,as well as intensity of competition between two channels into the model to analyze the influence of these factors on the disclosure strategies of the two players.Then,it drove the optimal disclosure format in a dual-channel supply chain after comparing the two disclosure formats.The results suggest that the manufacturer may benefit from the retail disclosure format when the quality is relatively low,otherwise,the manufacturer disclosure format may dominate.The retailer has a higher incentive for information revelation than the manufacturer and more information can be revealed in equilibrium when product differentiation between two channels is sufficiently high.The manufacturer should disclose more quality information as the consumer attentiveness in the two channels increases.However,when it comes to the retailer,increasing attentiveness to the retail store leads to the sharing of more information,while his information revelation is related to product differentiation when attentiveness increases in the electronic channel.
作者
邓力
赵瑞娟
郑建国
伍大清
DENG Li;ZHAO Ruijuan;ZHENG Jianguo;WU Daqing(Glorious Sun School of Business & Management,Donghua University,Shanghai 200051,China;Computer Science and Technology Institute,University of South China,Hengyang 421001,Hunan,China)
出处
《系统管理学报》
CSSCI
CSCD
北大核心
2019年第1期141-154,共14页
Journal of Systems & Management
基金
国家自然科学基金资助项目(70971020)
国家统计局科学研究重点项目(2015LZ17)
上海市自然科学基金资助项目(15ZR1401600)
湖南省科技厅重点研究项目(2016NK2135)
东华大学博士研究生创新基金资助项目(16D310801
17D310802)
关键词
信息披露
模式选择
双渠道
供应链
information disclosure
format selection
dual-channel
supply chain
