CAJ | 학술논문

供应商引入网络直销渠道可以解决双重边际问题，但可能因零售商的服务外部性而导致服务提供不足。本文使用主从博弈模型对供应商采用不同模式引入网络直销渠道的效果研究表明，市场对零售商服务需求弹性是供应商如何引入网络直销模式的关键，当服务需求弹性超过临界点时，供应商的最优策略是不引入网络直销，或者是主动决定直销价格并将价格定得高于传统零售价；当服务需求弹性小时，供应商应主动降低直销价格以有效降低零售商价格。通过数值模拟对不同协调模式下的服务水平和利润进行比较，验证了相关结论。
공응상인입망락직소거도가이해결쌍중변제문제，단가능인령수상적복무외부성이도치복무제공불족。본문사용주종박혁모형대공응상채용불동모식인입망락직소거도적효과연구표명，시장대령수상복무수구탄성시공응상여하인입망락직소모식적관건，당복무수구탄성초과림계점시，공응상적최우책략시불인입망락직소，혹자시주동결정직소개격병장개격정득고우전통령수개；당복무수구탄성소시，공응상응주동강저직소개격이유효강저령수상개격。통과수치모의대불동협조모식하적복무수평화리윤진행비교，험증료상관결론。
Introduction of internet direct selling channel can help supplier solve the problem of double marginalization , but it may induce the retailer to supply less service with positive externalities .Through a Stackelberg game model , we get research results:market elasticity of service demand on retailers is the key how to introduce internet direct selling mode . When the elasticity of service demand is higher than a critical number , supplier′s optimal strategy is to actively decide the direct selling price and maintain the retailer′s optimal price , which is higher than the traditional retail price; when the elasticity is lower, supplier should decide a lower direct selling price to effectively reduce the retailer′s price.Final-ly, we verify conclusions by comparing service levels and profits in different coordination modes with numerical simula -tion.