消费者搭便车下制造商创新投入的供应链双渠道策略研究
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摘要
针对顾客传统零售渠道服务搭便车现象,利用Hotelling模型建立四种供应链结构下双渠道供应链多阶段于博弈,分析顾客搭便车对制造商创新投入与传统零售渠道服务水平的影响及各方于博弈的均衡结果.研究发现,制造商和零售商偏好不同的供应链结构;随着顾客搭便车获得服务折扣的增加,传统渠道零售商零售价和利润减小,顾客服务水平降低,同时制造商创新投入减少、利润下降.当存在顾客搭便车行为时,渠道整合的零售商渠道差异定价优于为规避顾客搭便车而采取的渠道同价策略,此时制造商创新投入、传统渠道顾客服务水平及供应链双方收益都得到提高.此外利用不同渠道的差异化定位降低搭便车者获得的服务折扣将对供应链整体有利.
Considering customers' service free-riding on tradition retail channel and using Hotelling model,this paper discussed multistage dual-channel supply chain games of four supply chain structures and analyzed the game equilibrium results and effects of customers' free-riding on a manufacturer's innovation investment and the service level of traditional retail channel.The research shows that the manufacturer and the retailers have different supply chain structure preferences.As customers' free-riding service discount increases,the traditional retailer's retail price and profit decrease,service level reduces,and the manufacturer's innovation investment and profit decline.When customers' service free-riding behavior exists,the integrated channel retailer's differential retail pricing is better than same price policy to avoid customers' free-riding,as the manufacturer's innovation investment,traditional channel customers' service level and two members' profit all increase.Furthermore it is advantageous for the whole supply chain by differential channel positioning to lower customers' free-riding service discount.
Considering customers' service free-riding on tradition retail channel and using Hotelling model,this paper discussed multistage dual-channel supply chain games of four supply chain structures and analyzed the game equilibrium results and effects of customers' free-riding on a manufacturer's innovation investment and the service level of traditional retail channel.The research shows that the manufacturer and the retailers have different supply chain structure preferences.As customers' free-riding service discount increases,the traditional retailer's retail price and profit decrease,service level reduces,and the manufacturer's innovation investment and profit decline.When customers' service free-riding behavior exists,the integrated channel retailer's differential retail pricing is better than same price policy to avoid customers' free-riding,as the manufacturer's innovation investment,traditional channel customers' service level and two members' profit all increase.Furthermore it is advantageous for the whole supply chain by differential channel positioning to lower customers' free-riding service discount.
引文
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[2] Baal S V,Dach C.Free riding and customer retention across retailers'channels[J].Journal of Interactive Marketing,2005,19(2):75-85.
[3] Balakrishnan A,Sundaresan S,Zhang B.Browse-and-switch:retail-online competition under value uncertainty[J].Production and Operations Management,2014,23(7):1129-1145.
[4] Shin J.How does free riding on customer service affect competition[J].Marketing Science,2007,26(4):488-503.
[5] Chen K Y,Kaya M,Ozer O.Dual sales channel management with service competition[J].Manufacturing&Service Operations Management,2008,10(4):654-675.
[6] Xing D,Liu T.Sales effort free riding and coordination with price match and channel rebate[J].European Journal of Operational Research,2012,219:264-271.
[7]浦徐进,龚磊.消费者“搭便车”行为影响下的双渠道供应链定价和促销策略研究[J].中国管理科学,2016,24(10):86-94.
[8]罗美玲,李刚,张文杰.双渠道供应链中双向搭便车研究[J].系统管理学报,2014,23(3):314-324.
[9]邓曦东,朱琳,丁雪峰.考虑渠道间比价行为的双渠道决策[J].工业工程与管理,2016,21(1):23-28.
[10] Gilbert M S,Cvsa V.Strategic commitment to price to stimulate downstream innovation in a supply chain[J].European Journal of Operational Research,2003,150:617-639.
[11] Wang J,Shin H.The impact of contracts and competition on upstream innovation in a supply chain[J].Production and Operations Management,2015,24(1):134-146.
[12] JOSE A B,XAVIER F,FRANCISCO M.Perceived usefulness of innovation programs for high-tech and low-tech firms[J].Management Decision,2013,51(6):1190-1206.
[13] Kim S,Netessine S.Collaborative cost reduction and component procurement under information asymmetry[J].Management Science,2013,59(1):189-206.
[14]王丽丽,陈国宏.供应链式产业集群技术创新博弈分析[J].中国管理科学,2016,24(1):151-158.
[15]陈树桢,熊中楷,李根道,文海鸿.考虑创新补偿的双渠道供应链协调机制研究[J].管理工程学报,2011,25(2):45-53.
[16]田巍,陈思源,黄晗.零售商不同凡险偏好下混合渠道供应链创新协作策略[J].工业工程与管理,2017,22(6):114-121.
[17] Desai P S,Krishnamoorthy A K,Sainam P.Call for Prices:strategic implication of raising consumers'costs[J].Marketing Science,2010,29(1):158-174.
[18] He R,Yu X,Lin Z.Carbon emissions in a dual channel closed loop supply chain:the impact of consumer free riding behavior[J].Journal of Cleaner Production,2016,134:384-394.
[19] Xia Y,Gilbert S M.Strategic interactions between channel structure and demand enhancing services[J].European Journal of Operational Research,2007,181(1):252-265.