CAJ | 학술논문

制造商在将产品批发给零售商的同时，在虚拟交易社区（ Virtual trading community ，简称“VTC”）开通电子渠道，与零售商形成渠道竞争，为了缓解零售渠道和电子渠道并存的渠道冲突，引入互补品协调策略，即制造商将互补品以成本价格批发给零售商，零售商可在传统零售渠道，或VTC渠道进行销售，分析了当零售商在不同的渠道销售互补品时的均衡定价与利润，分别给出了Bertrand与Stackelberg 两种情况下的均衡，并通过算例说明了互补品协调策略的有效性，得到在不同互补品情况下，互补品合作策略可以与合作补贴、收益共享等方式结合进行协调，以达到双赢的效果。
제조상재장산품비발급령수상적동시，재허의교역사구（ Virtual trading community ，간칭“VTC”）개통전자거도，여령수상형성거도경쟁，위료완해령수거도화전자거도병존적거도충돌，인입호보품협조책략，즉제조상장호보품이성본개격비발급령수상，령수상가재전통령수거도，혹VTC거도진행소수，분석료당령수상재불동적거도소수호보품시적균형정개여리윤，분별급출료Bertrand여Stackelberg 량충정황하적균형，병통과산례설명료호보품협조책략적유효성，득도재불동호보품정황하，호보품합작책략가이여합작보첩、수익공향등방식결합진행협조，이체도쌍영적효과。
Multi-channel distribution is becoming increasingly wide in the internet age .And the studies about e-channel also become more and more popular .Virtual trading community ( VTC) as an important plat of e-chan-nel , its roll is gaining a lot of attention .The manufacturer opening the e-channel in the Virtual Trading Commu-nity(VTC) based on the traditional channel is investigated in this paper .However, the VTC e-channel forms competition to the traditional retail channel and the retailer .In order to alleviate the channel conflict between the manufacturer and the retailer , the complementary product strategy is introduced .That is the manufacturer sells the complementary product to the retailer as a cost price , the retailer can sell the complementary product in the traditional channel or the VTC channel .The equilibrium prices and profits are analyzed in the different sale channel based on the Bertrand and Stackelberg models .And the efficiency of the complementary product strategy is illustrated by a numerical example .It is showed up that the combining of the complementary product strategy and subsidy or revenue sharing can coordinate the supply chain , realize win-win situation .