摘要
文章研究在纵向差异化产品条件下,企业在网络直销渠道与传统零售渠道并存的双渠道供应链系统中的渠道选择问题。纵向差异化是指同一品牌,不同价位和功能的产品,消费者只有两种选择:高功能产品和低功能产品。文章分别从存在单一产品的双渠道供应需求模型以及存在两种差异性产品的双渠道供应链需求模型中,引进消费者对未知信息的估值、去实体店购买要付出的成本以及制造商实体店推广成本等因素,对需求函数以及厂商利润进行分析,讨论选择产品销售渠道所需要的条件以及影响企业利润的因素,并进行分析。最后得出结论,市场的需求以及厂商利润不仅和产品价格有关,还和这些附属因素有关。
Under the condition of vertical product differentiation, this paper study the problems that companies chose between the network marketing channel and traditional retail channels in supply chain system. This paper respectively from the existence of a single product dual channel supply demand model and the existing differences between two kinds of dual channel supply chain demand model of products, introduces consumer valuations of unknown information, go to store to buy to pay the costs and manu- facturers store promotion factors such as cost, analyze the demand function and the manufacturer＇s profit. Theory of choice product sales channels required conditions and the influencing factors of corporate profits. Finally come to the conclusion that the demand of the market and the manufacturer＇s profit is not only related to product prices, and the subsidiary factors.
作者
拜喆喆
钱慧敏
BAI Zhezhe QIAN Huimin(Shanghai University of Engineering Science, Shanghai 201620, China)
出处
《物流科技》
2017年第8期117-121,共5页
Logistics Sci-Tech
关键词
双渠道供应链
产品差异化理论
同异质产品
消费者选择
dual-channel supply chain
product differentiation theory
products
COnsumer chOiCe heterogeneous
