商业研究
商業研究
상업연구
COMMERCIAL RESEARCH
2014年
6期
20-26
,共7页
风险规避%双渠道%市场份额%品牌差异
風險規避%雙渠道%市場份額%品牌差異
풍험규피%쌍거도%시장빈액%품패차이
risk aversion%dual channel%market share%brand differentiation
在随机的市场需求条件下,本文针对风险中性制造商为主导和风险规避零售商为随从的两级供应链,构建了单源渠道和双源渠道情形下供应链Stackelberg 博弈模型,对比分析了不同情形下供应链均衡策略的变化。研究结果表明零售商的风险规避只能改变零售渠道的价格,而不会影响制造商批发价格和电子直销价格的制定;电子直销渠道市场份额会影响制造商和零售商决策的制定,减缓零售商的风险规避影响程度,品牌差异策略并不能完全协调渠道间的冲突。
在隨機的市場需求條件下,本文針對風險中性製造商為主導和風險規避零售商為隨從的兩級供應鏈,構建瞭單源渠道和雙源渠道情形下供應鏈Stackelberg 博弈模型,對比分析瞭不同情形下供應鏈均衡策略的變化。研究結果錶明零售商的風險規避隻能改變零售渠道的價格,而不會影響製造商批髮價格和電子直銷價格的製定;電子直銷渠道市場份額會影響製造商和零售商決策的製定,減緩零售商的風險規避影響程度,品牌差異策略併不能完全協調渠道間的遲突。
재수궤적시장수구조건하,본문침대풍험중성제조상위주도화풍험규피령수상위수종적량급공응련,구건료단원거도화쌍원거도정형하공응련Stackelberg 박혁모형,대비분석료불동정형하공응련균형책략적변화。연구결과표명령수상적풍험규피지능개변령수거도적개격,이불회영향제조상비발개격화전자직소개격적제정;전자직소거도시장빈액회영향제조상화령수상결책적제정,감완령수상적풍험규피영향정도,품패차이책략병불능완전협조거도간적충돌。
In the market demand for the random condition , for a two echelon supply chain attendant with a risk neutral manufacturer as a leader and a risk aversion retailer as a follower , the paper constructs the supply chain Stackelberg mod-el for two cases of single channel and dual channel , and carries out comparative analysis of the change of equilibrium strategies in supply chain under different conditions .The results show that , the retailer′s risk aversion can only change the price of retail channels , without affecting the making manufacturers wholesale prices and electronic direct selling price;electronic direct channel market share will influence the formulation of manufacturers and retailers decision , and decrease the influence of risk aversion; brand differentiation strategy cann′t coordinate the inter channel conflict com-pletely .