混合渠道下2-2 可替代品供应链中交叉选择及均衡分析

中国管理科学 ›› 2013, Vol. ›› Issue (1): 98-104.

混合渠道下2-2 可替代品供应链中交叉选择及均衡分析

张雅琪, 陈菊红, 郭福利, 李赛赛

西安理工大学经济与管理学院, 陕西西安 710054

收稿日期:2011-03-22 修回日期:2012-07-03 出版日期:2013-02-28 发布日期:2013-02-26
基金资助:
国家自然科学基金项目(71272117);陕西省高校重点学科建设项目(107-00X902)

Cross Selecting and Equilibrium Analysis in 2-2 Substitutable Product Supply Chain Under Hybrid Distribution Channels

ZHANG Ya-qi, CHEN Ju-hong, GUO Fu-li, LI Sai-sai

School of Economics and Management, Xi’an University of Technology Xi’an 710054, China

Received:2011-03-22 Revised:2012-07-03 Online:2013-02-28 Published:2013-02-26

摘要/Abstract

摘要： 在不同批发价格策略下探讨产品间可替代程度对供应链交叉选择的影响。选择由两个制造商和两个零售商构成的供应链为研究对象,分别探讨了制造商向零售商提供统一批发价格和实施批发价格歧视时混合渠道中的交叉选择及均衡结果。研究结果表明,当制造商向零售商提供统一批发价格,产品间可替代性低时,交叉选择将会发生。产品间可替代性高时,制造商倾向于采用单一的销售渠道,交叉选择将不会发生;当实施批发价格歧视时,产品间的替代性低时,双向交叉选择将成为均衡的结果;采用分散销售渠道的制造商不会仅选择集成销售渠道中的零售商。最后,用实例分析验证了研究结论。

关键词: 供应链, 可替代品, 混合销售渠道, 交叉选择, 均衡分析

Abstract: The impacting of product substitution degree on supply chain cross selecting under different wholesale price is studied. Considering a supply chain system with two manufacturers and two retailers, distribution channel selecting and equilibrium outcome under the manufacturer sets a common wholesale price and different wholesale price for the two retailers are analyzed respectively. The results show that cross selecting will happen when the manufacturer sets a common wholesale price for the two retailers and substitutability is relatively low. The manufacturer prefers an exclusive arrangement with a retailer and cross selecting will not happen when the two products are highly substitutable. When wholesale price discrimination is allowed and the substitutability is relatively low, bi-directional cross selecting will happen. The decentralized manufacturer never uses the integrated retailer exclusively at equilibrium. Finally, the research results are verified by a case.

Key words: supply chain, substitutable product, hybrid distribution channel, cross selecting, equilibrium analysis

中图分类号:

F253
F274

张雅琪, 陈菊红, 郭福利, 李赛赛. 混合渠道下2-2 可替代品供应链中交叉选择及均衡分析[J]. 中国管理科学, 2013, (1): 98-104.

ZHANG Ya-qi, CHEN Ju-hong, GUO Fu-li, LI Sai-sai. Cross Selecting and Equilibrium Analysis in 2-2 Substitutable Product Supply Chain Under Hybrid Distribution Channels[J]. Chinese Journal of Management Science, 2013, (1): 98-104.

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