双渠道供应链结构设计与选择策略研究
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摘要
在集成、分散两类单渠道供应链结构的基础上,设计了四类双渠道供应链结构。考虑实体渠道与网络渠道的初始需求量,定义了顾客渠道偏好相对率的概念。研究了制造商和实体零售商分别作为决策者,基于顾客渠道偏好相对率的供应链渠道结构选择策略。进一步分析了顾客渠道偏好相对率变化对渠道结构选择决策偏好顺序以及六类供应链渠道结构整体利润的影响。研究发现,无论顾客渠道偏好相对率如何变化,首先,垂直集成双渠道供应链都是制造商的最优选择;其次,横向集成双渠道供应链都是实体零售商的最优选择;最后,消除了双边或单边"双重边际效应"的双渠道供应链将获得较高的整体利润。研究结果对双渠道供应链环境下不同决策主体的渠道结构设计与选择策略具有一定的借鉴意义与指导价值。
The four structures of dual-channel supply chain are designed based on two integrated and decentralized structures of singlechannel supply chain. The consumer's preference rate for channels is defined by considering initial demand of physical channel and online channel. The selection strategy of supply chain channel structures are studied based on consumer's preference rate for channels,the manufacturer and the retailer being as decision-maker respectively. The impact of channel preference relative rate's variation on selection preference of channel structure and the whole profits for six channel structures of supply chain is further analyzed. It is found that no matter how the relative rate of channel preference changes,the supply chain of vertically integrated dual-channel is the best choice for the manufacturer,the supply chain of horizontally integrated dual-channel is the optimal choice for the physical retailer and higher overall dual-channel supply chain profits will be obtained by the channel structures in which unilateral or bilateral "double marginalization effect"is eliminated. The results are meaningful and practical to channel structure design and selection for different decision-makers in dual-channel supply chain.
The four structures of dual-channel supply chain are designed based on two integrated and decentralized structures of singlechannel supply chain. The consumer's preference rate for channels is defined by considering initial demand of physical channel and online channel. The selection strategy of supply chain channel structures are studied based on consumer's preference rate for channels,the manufacturer and the retailer being as decision-maker respectively. The impact of channel preference relative rate's variation on selection preference of channel structure and the whole profits for six channel structures of supply chain is further analyzed. It is found that no matter how the relative rate of channel preference changes,the supply chain of vertically integrated dual-channel is the best choice for the manufacturer,the supply chain of horizontally integrated dual-channel is the optimal choice for the physical retailer and higher overall dual-channel supply chain profits will be obtained by the channel structures in which unilateral or bilateral "double marginalization effect"is eliminated. The results are meaningful and practical to channel structure design and selection for different decision-makers in dual-channel supply chain.
引文
[1]赵礼强,郭亚军.B2C电子商务模式下多渠道分销系统研究综述[J].管理评论,2010,22(2):69-78
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[20]许垒,李勇建.考虑消费者行为的供应链混合销售渠道结构研究[J].系统工程理论与实践,2013,33(7):1672-1681
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[23]张涛,庄贵军,滕文波.电子零售渠道的建立对各方收益的影响研究[J].管理学报,2011,8(1):81-90
[24]Chen Y.C.,Fang S.C.,Wen U.P.Pricing Policies for Substitutable Products in a Supply Chain with Internet and Traditional Channels[J].European Journal of Operational Research,2013,224(3):542-551
[25]Xiao T.,Choi T.M.,Cheng T.C.E.Product Variety and Channel Structure Strategy for a Retailer-Stackelberg Supply Chain[J].European Journal of Operational Research,2014,233(1):114-124
[26]Cai G.G.,Dai Y.,Zhou S.X.Exclusive Channels and Revenue Sharing in a Complementary Goods Market[J].Marketing Science,2012,31(1):172-187
[27]Hsiao L.,Chen Y.J.The Perils of Selling Online:Manufacturer Competition,Channel Conflict,and Consumer Preferences[J].Marketing Letters,2013,24(3):277-292
[28]Matsui K.Asymmetric Product Distribution between Symmetric Manufacturers Using Dual-Channel Supply Chains[J].European Journal of Operational Research,2016,248(2):646-657
[29]谭佳音,李波.品牌竞争与渠道竞争共存时销售渠道选择策略[J].管理评论,2012,24(6):74-82
[30]曹宗宏,赵菊,张成堂,等.品牌与渠道竞争下的定价决策与渠道结构选择[J].系统工程学报,2015,30(1):104-114
[31]加里·阿姆斯特朗,菲利普·科特勒,著,赵占波,译.市场营销学(原书第11版)[M].北京:机械工业出版社,2015
[32]Ingene C.A.,Parry M.E.Bilateral Monopoly,Identical Distributors,and Game-Theoretic Analyses of Distribution Channels[J].Journal of the Academy of Marketing Science,2007,35(4):586-602
[2]浦徐进,石琴,凌六一.直销模式对存在强势零售商零售渠道的影响[J].管理科学学报,2007,10(6):49-56
[3]Cattani K.,Gilland W.,Heese H.S.,et al.Boiling Frogs:Pricing Strategies for a Manufacturer Adding a Direct Channel That Competes With the Traditional Channel[J].Production and Operations Management,2006,15(1):40-56
[4]Huang W.,Swaminathan J.M.Introduction of a Second Channel:Implications for Pricing and Profits[J].European Journal of Operational Research,2009,194(1):258-279
[5]Moon Y.,Yao T.,Friesz T.L.Dynamic Pricing and Inventory Policies:A Strategic Analysis of Dual Channel Supply Chain Design[J].Service Science,2010,2(3):196-215
[6]Lu Q.,Liu N.Effects of E-Commerce Channel Entry in a Two-Echelon Supply Chain:A Comparative Analysis of Single-and Dual-Channel Distribution Systems[J].International Journal of Production Economics,2015,165(July):100-111
[7]Chiang W.K.,Chhajed D.,Hess J.D.Direct Marketing,Indirect Profits:A Strategic Analysis of Dual-Channel Supply-Chain Design[J].Management Science,2003,49(1):1-20
[8]Khouja M.,Park S.,Cai G.G.Channel Selection and Pricing in the Presence of Retail-Captive Consumers[J].International Journal of Production Economics,2010,125(1):84-95
[9]Xu H.,Liu Z.Z.,Zhang S.H.A Strategic Analysis of Dual-Channel Supply Chain Design with Price and Delivery Lead Time Considerations[J].International Journal of Production Economics,2012,139(2):654-663
[10]但斌,曲祯经,张海月,等.供应链中制造商应对强势零售商的混合渠道策略[J].管理评论,2016,28(12):213-224
[11]施涛,陈娇.基于服务重要性的网络零售渠道引入决策研究[J].管理评论,2013,25(1):82-89
[12]董志刚,徐庆,马骋.电子商务环境下双渠道供应链的制造商分销渠道选择[J].系统工程,2015,33(6):26-33
[13]Li Y.,Lin Z.,Xu L.,et al.“Do the Electronic Books Reinforce the Dynamics of Book Supply Chain Market?”---A Theoretical Analysis[J].European Journal of Operational Research,2015,245(2):591-601
[14]Tsay A.A.,Agrawal N.Channel Conflict and Coordination in the E-Commerce Age[J].Production and Operations Management,2004,13(1):93-110
[15]Yan R.Managing Channel Coordination in a Multi-channel Manufacturer-retailer Supply Chain[J].Industrial Marketing Management,2011,40(4):636-642
[16]Yan R.,Guo P.,Wang J.,et al.Product Distribution and Coordination Strategies in a Multi-Channel Context[J].Journal of Retailing and Consumer Services,2011,18(1):19-26
[17]Chen J.,Zhang H.,Sun Y.Implementing Coordination Contracts in a Manufacturer Stackelberg Dual-Channel Supply Chain[J].Omega,2012,40(5):571-583
[18]Ryan J.,Sun D.,Zhao X.Coordinating a Supply Chain with a Manufacturer-Owned Online Channel:A Dual Channel Model Under Price Competition[J].IEEE Transactions on Engineering Management,2013,60(2):247-259
[19]Yoo W.S.,Lee E.Internet Channel Entry:A Strategic Analysis of Mixed Channel Structures[J].Marketing Science,2011,30(1):29-41
[20]许垒,李勇建.考虑消费者行为的供应链混合销售渠道结构研究[J].系统工程理论与实践,2013,33(7):1672-1681
[21]Cai G.G.Channel Selection and Coordination in Dual-Channel Supply Chains[J].Journal of Retailing,2010,86(1):22-36
[22]李书娟,张子刚.电子商务环境下双渠道供应链价格竞争与协调机制研究综述[J].图书情报工作,2010,54(18):126-129
[23]张涛,庄贵军,滕文波.电子零售渠道的建立对各方收益的影响研究[J].管理学报,2011,8(1):81-90
[24]Chen Y.C.,Fang S.C.,Wen U.P.Pricing Policies for Substitutable Products in a Supply Chain with Internet and Traditional Channels[J].European Journal of Operational Research,2013,224(3):542-551
[25]Xiao T.,Choi T.M.,Cheng T.C.E.Product Variety and Channel Structure Strategy for a Retailer-Stackelberg Supply Chain[J].European Journal of Operational Research,2014,233(1):114-124
[26]Cai G.G.,Dai Y.,Zhou S.X.Exclusive Channels and Revenue Sharing in a Complementary Goods Market[J].Marketing Science,2012,31(1):172-187
[27]Hsiao L.,Chen Y.J.The Perils of Selling Online:Manufacturer Competition,Channel Conflict,and Consumer Preferences[J].Marketing Letters,2013,24(3):277-292
[28]Matsui K.Asymmetric Product Distribution between Symmetric Manufacturers Using Dual-Channel Supply Chains[J].European Journal of Operational Research,2016,248(2):646-657
[29]谭佳音,李波.品牌竞争与渠道竞争共存时销售渠道选择策略[J].管理评论,2012,24(6):74-82
[30]曹宗宏,赵菊,张成堂,等.品牌与渠道竞争下的定价决策与渠道结构选择[J].系统工程学报,2015,30(1):104-114
[31]加里·阿姆斯特朗,菲利普·科特勒,著,赵占波,译.市场营销学(原书第11版)[M].北京:机械工业出版社,2015
[32]Ingene C.A.,Parry M.E.Bilateral Monopoly,Identical Distributors,and Game-Theoretic Analyses of Distribution Channels[J].Journal of the Academy of Marketing Science,2007,35(4):586-602