双渠道供应链制造商品牌决策机制研究——基于品类比较模型
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摘要
双渠道供应链情形下制造商如何使用不同的品牌策略来缓解网络渠道与传统零售渠道的利益冲突并提高自己的利润?文章运用品牌经济学原理并引入选择成本分析范式,利用品类相似系数和品牌相似系数构建Stackelberg博弈模型并对制造商不同的品牌策略进行比较分析。研究得出:制造商在不同产品品类相似的情况下,可在双渠道供应链中采取单一品牌策略来提高利润,但这种策略会降低零售商的利润而受到其抵制;制造商在不同产品品类独立或对立性的情况下,可在双渠道供应链中采取多品牌策略,并且这种策略会使制造商与零售商双方的利润都增加,是双方的最优策略。
How can manufacturer use different brand strategies to mitigate the conflict between network channel and retail channel and to improve profit in dual-channel supply chain? Based on brand economics theory,cost analysis paradigm,category similarity coefficient and brand similarity coefficient,herein Stackelberg model is constructed to compare the different brand strategies of the manufacturer. Conclusions are shown below. If the product categories are similar,manufacturer can use single brand strategy in the dual-channel supply chain to increase profit;however,this strategy will reduce the profit of retailer and make the manufacturer boycotted by retailer. If the product categories are independent or opposite,manufacturer can adopt multi brand strategy in dual-channel supply chain. This strategy will increase the profit both manufacturer and retailer,hence becoming the optimal strategy of both sides.
How can manufacturer use different brand strategies to mitigate the conflict between network channel and retail channel and to improve profit in dual-channel supply chain? Based on brand economics theory,cost analysis paradigm,category similarity coefficient and brand similarity coefficient,herein Stackelberg model is constructed to compare the different brand strategies of the manufacturer. Conclusions are shown below. If the product categories are similar,manufacturer can use single brand strategy in the dual-channel supply chain to increase profit;however,this strategy will reduce the profit of retailer and make the manufacturer boycotted by retailer. If the product categories are independent or opposite,manufacturer can adopt multi brand strategy in dual-channel supply chain. This strategy will increase the profit both manufacturer and retailer,hence becoming the optimal strategy of both sides.
引文
[1]中国电子商务研究中心.2018年(上)中国网络零售市场数据监测报告[EB/OL].(2018-09-27)[2018-10-15].http://www.100ec.cn/.
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[6]中国女装网.如何解决服装网销的线上与线下渠道冲突[EB/OL].(2011-01-14)[2018-10-15].http://www.nz86.com/.
[7]YAN R L.Managing channel coordination in a multi-channel manufacturer-retailer supply chain[J].Industrial Marketing Management,2010,44(4):672-692.
[8]YAN R L.Product brand differentiation and dual-channel store performances of a multi-channel retailer[J].European Journal of Marketing,2010,44(5):636-642.
[9]姚树俊.考虑网络渠道兼容度的供应链品牌差异化机制研究[J].软科学,2016,30(9):90-94.
[10]陈远高,刘南.存在差异性产品的双渠道供应链协调研究[J].管理工程学报,2011,25(2):239-244.
[11]但斌,王瑶,王磊,等.考虑制造商服务努力的异质产品双渠道供应链协调[J].系统管理学报,2013,22(6):835-840.
[12]寇军.制造商与零售商同时提供延保服务的协调策略[J].华东经济管理,2016,30(7):140-145.
[13]许民利,聂晓哲,简惠云.不同风险偏好下双渠道供应链定价决策[J].控制与决策,2016,8(1):91-98.
[14]张旭梅,陈国鹏.存在品牌差异的双渠道供应链合作广告协调模型[J].管理工程学报,2016,30(2):152-159.
[15]KURATA H,YAO D Q,LIU J J.Pricing policies under direct vs.indirect channel competition and national vs.store brand competition[J].European Journal of Operational Research,2007,180(1):262-281.
[16]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.
[17]谭佳音,李波.零售商公平关切对收益共享契约供应链协调作用的影响研究[J].华东经济管理,2012,26(6):118-121.
[18]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.
[19]曹宗宏,赵菊,张成堂.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.
[20]王晓锋,凡友荣,段永瑞,等.考虑品牌竞争的双渠道供应链定价策略研究[J].工业工程与管理,2015,20(3):36-43.
[21]李景峰,张文静,毋江波.传统品牌与网货品牌竞争下的多渠道供应链定价研究[J].工业技术经济,2017(3):107-115.
[22]孙曰瑶,刘华军.品牌经济学原理[M].北京:经济科学出版社,2007:60-62.
[23]孙曰瑶,曹越,刘华军.BCSOK:品牌建设体系[M].北京:经济科学出版社,2009:41-44.
[24]孙曰瑶,宋宪华.品牌工程学TBCI2.0[M].济南:山东大学出版社,2015:17-20.
[25]吕承超,孙曰瑶.多品牌战略内在机制的经济分析[J].经济经纬,2011(6):121-125.
[26]李蕊智.品牌联盟战略内在机制的经济分析[J].统计与决策,2016(17):181-186.
[2]荆林波.电子商务:中国经济发展的新引擎[J].求是,2013(11):15-17.
[3]中国电子商务研究中心.2015年中国网络零售交易近4万亿元[EB/OL].(2016-05-27)[2018-10-15].http://www.100ec.cn/.
[4]COLLETT S.Channel conflicts push Levis to halt Web Sales[J].Computer world,1999,33(45):8-9.
[5]COLLINGER T.Lines separating sales channels blur:manufacturers,direct sellers,retailers invade each other’s turf[N].Advertising Age,1998-03-30(34).
[6]中国女装网.如何解决服装网销的线上与线下渠道冲突[EB/OL].(2011-01-14)[2018-10-15].http://www.nz86.com/.
[7]YAN R L.Managing channel coordination in a multi-channel manufacturer-retailer supply chain[J].Industrial Marketing Management,2010,44(4):672-692.
[8]YAN R L.Product brand differentiation and dual-channel store performances of a multi-channel retailer[J].European Journal of Marketing,2010,44(5):636-642.
[9]姚树俊.考虑网络渠道兼容度的供应链品牌差异化机制研究[J].软科学,2016,30(9):90-94.
[10]陈远高,刘南.存在差异性产品的双渠道供应链协调研究[J].管理工程学报,2011,25(2):239-244.
[11]但斌,王瑶,王磊,等.考虑制造商服务努力的异质产品双渠道供应链协调[J].系统管理学报,2013,22(6):835-840.
[12]寇军.制造商与零售商同时提供延保服务的协调策略[J].华东经济管理,2016,30(7):140-145.
[13]许民利,聂晓哲,简惠云.不同风险偏好下双渠道供应链定价决策[J].控制与决策,2016,8(1):91-98.
[14]张旭梅,陈国鹏.存在品牌差异的双渠道供应链合作广告协调模型[J].管理工程学报,2016,30(2):152-159.
[15]KURATA H,YAO D Q,LIU J J.Pricing policies under direct vs.indirect channel competition and national vs.store brand competition[J].European Journal of Operational Research,2007,180(1):262-281.
[16]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.
[17]谭佳音,李波.零售商公平关切对收益共享契约供应链协调作用的影响研究[J].华东经济管理,2012,26(6):118-121.
[18]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.
[19]曹宗宏,赵菊,张成堂.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.
[20]王晓锋,凡友荣,段永瑞,等.考虑品牌竞争的双渠道供应链定价策略研究[J].工业工程与管理,2015,20(3):36-43.
[21]李景峰,张文静,毋江波.传统品牌与网货品牌竞争下的多渠道供应链定价研究[J].工业技术经济,2017(3):107-115.
[22]孙曰瑶,刘华军.品牌经济学原理[M].北京:经济科学出版社,2007:60-62.
[23]孙曰瑶,曹越,刘华军.BCSOK:品牌建设体系[M].北京:经济科学出版社,2009:41-44.
[24]孙曰瑶,宋宪华.品牌工程学TBCI2.0[M].济南:山东大学出版社,2015:17-20.
[25]吕承超,孙曰瑶.多品牌战略内在机制的经济分析[J].经济经纬,2011(6):121-125.
[26]李蕊智.品牌联盟战略内在机制的经济分析[J].统计与决策,2016(17):181-186.