摘要
Within the scope of dual distribution channel(DDC)modes—ME&T-C and M-T&E-C,a game model designed for channel members was proposed.Based on this game model,the game equilibrium under both centralized and decentralized decisionmaking situations was analyzed,the channel members' and overall revenues of two modes under the same decision-making situation are compared,and the influence of demand shift coefficient to the overall and members' revenue was also studied through example analysis.Based on the comparison and analysis of the revenue yielded from the two DDC modes,it's discovered that within a certain hypothetical range,the M-T&E-C mode seems to be a better option for the manufacturer than the ME&T-C mode.Therefore,this discovery can be served as a theoretical reference for manufacturers when choosing the optimal DDC mode in real life.
Within the scope of dual distribution channel （DDC） modes--ME＆T-C and M-T＆E-C, a game model designed for channel members was proposed. Based on this game model, the game equilibrium under both centralized and decentralized decision- making situations was analyzed, the channel members＇ and overall revenues of two modes under the same decision-making situation are compared, and the influence of demand shift coefficient to the overall and members＇ revenue was also studied through example analysis. Based on the comparison and analysis of the revenue yielded from the two DDC modes, it＇s discovered that within a certain hypothetical range, the M-T＆E-C mode seems to be a better option for the manufacturer than the ME＆T-C mode. Therefore, this discovery can be served as a theoretical reference for manufacturers when choosing the optimal DDC mode in real life.
基金
Scientific Research and Innovation Project of Shanghai Municipal Education Commission,China(No.14ZS151)
Humanities and Social Sciences Youth Fund Project of the Ministry of Education,China(No.12YJC630157)
Technical Innovation Project of Shanghai Textile(Group)Co.,Ltd.,China(No.2013-zx-12)
