管理工程学报2011，Vol.25Issue(2)：239-244,6.
存在差异性产品的双渠道供应链协调研究
Coordination of Dual-channel Supply Chain under Product Differentiation
摘要
Abstract
E-business success in satisfying customers depends on the support of supply chain networks. By adopting dual-channel supply chains and Internet marketing, companies can increase customer demand, attract new customers, and enter new markets by lowering operational costs and reducing product prices. Previous studies examined pricing strategies and contract coordination in dualchannel supply chains. These studies were executed based on the assumption that all products in dual-channels are homogeneous.Therefore, the single product model cannot help illustrate competition complexity in dual-channel supply chains. This research overcomes the weakness of previous studies by using dual-channel demand model for two different products. We consider a dualchannel supply chain consisting of a manufacturer and a retailer. We assume that a manufacturer sells a single product via its retailers' traditional channels and Internet direct channels. Retailers purchase another heterogeneous product from other sales providers.In the first part, we presented two different demand models of a dual-channel supply chain with a single product and two various products. A customer's channel choice decisions depend on three major factors including product price, channel service and Internet acceptance. The feasible product pricing region of Internet channels and retailer channels with a single product was examined.Furthermore, the feasible pricing region of two differentiated products was presented correspondingly. The equilibrium results of decentralized dual-channel supply chain were discussed based on profit maximization and Stackelberg game. In the second part, we conducted a numerical experiment to discuss the impact of parameters of Internet channel acceptance and product differentiation on the profit of supply chain system and members. The result showed that product differentiation in dual-channel supply chains can lead to intensive competition and decreased system profit. Moreover, a higher degree of product differentiation can result in a higher profit for a leading manufacturer and a lower profit for following retailers in channel competition.In summary, more consumers are embracing multiple channels to satisfy diversified shopping needs. A faster growth in dual channel supply chains is prevalent in some industries. The difference in channel characteristics can significantly influence the performance of dual-channel supply chains. In comparison with retailers the dominant manufacturer is willing to choose the product differentiation strategy in dual-channel supply chains.关键词
双渠道供应链/产品差异性/协调/Stackelberg博弈Key words
dual-channel supply chain/ product differentiation/ coordination/ Stackelberg game分类
管理科学引用本文复制引用
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):239-244,6.基金项目
浙江省高校人文社科"决策科学与创新管理"重点研究基地资助项目 （）
