河北工业科技2017，Vol.34Issue(2)：75-81,7.DOI:10.7535/hbgykj.2017yx02001
基于消费者网络接受度的双渠道供应链补偿激励研究
Study of compensation incentive in a dual channel supply chain based on the level of consumer network acceptance
摘要
Abstract
The dual channel supply chain,which is formed by the combination of online direct marketing channel and offline retail channel,is the main choice of many companies.However,the conflict is triggered between the online channel and traditional retail channels on the pricing of goods,services,and information sharing.The manufacturers can effectively coordinate the channel conflict in the dual channel supply chain by providing some compensation to the retailer.In this paper,the changes in the degree of acceptance of consumers as a starting point,and comparing with the manufacturer's compensation and no compensation,the conclusion is put forward:the implementation of compensation incentive from manufacturers can coordinate conflict effectively between different channels and encourage retailers to increase its sales effort,under which condition there exists the optimal pricing;at the same time,the degree of consumer network acceptance affects the optimal pricing strategy,compensation incentive level,sales effort level and the profit level of the supply chain.The study provides reference for companies to balance the dual channel sale of online direct marketing and offline retail.关键词
决策论/双渠道供应链/网络接受度/补偿激励程度/销售努力程度Key words
decision theory/dual channel supply chain/network acceptance/the level of compensation incentive/the level of sales effort分类
管理科学引用本文复制引用
李昕,赵德志,祖峰..基于消费者网络接受度的双渠道供应链补偿激励研究[J].河北工业科技,2017,34(2):75-81,7.基金项目
国家自然科学基金(71401015) （71401015）
