CAJ | 학술논문

研究一类两层双渠道供应链的定价问题,其中制造商在传统零售渠道之外,还通过网络直销商店销售产品.目的是研究制造商和零售商的决策互动,以揭示直销渠道的作用和影响.综合考虑了消费者的购买成本和对渠道的接受程度,通过消费者效用选择模型得到直销和零售渠道的需求.在批发价外生的情况下得到了直销和零售渠道的定价均衡并进一步分析了制造商的定价策略.发现直销渠道对于制造商而言作用是多重的,一方面,直销渠道拓展了制造商的产品市场,在零售商的市场区隔之外满足了更多的用户需求;另一方面,直销渠道给零售渠道以潜在的威胁,迫使零售商降低零售价格.最后分析了制造商具有批发价定价权时的渠道结构选择问题.为企业建立和分析网络销售渠道提供参考.
연구일류량층쌍거도공응련적정개문제,기중제조상재전통령수거도지외,환통과망락직소상점소수산품.목적시연구제조상화령수상적결책호동,이게시직소거도적작용화영향.종합고필료소비자적구매성본화대거도적접수정도,통과소비자효용선택모형득도직소화령수거도적수구.재비발개외생적정황하득도료직소화령수거도적정개균형병진일보분석료제조상적정개책략.발현직소거도대우제조상이언작용시다중적,일방면,직소거도탁전료제조상적산품시장,재령수상적시장구격지외만족료경다적용호수구;령일방면,직소거도급령수거도이잠재적위협,박사령수상강저령수개격.최후분석료제조상구유비발개정개권시적거도결구선택문제.위기업건립화분석망락소수거도제공삼고.
This paper studies pricing decisions in a two-echelon dual-channel supply chain wherein a manufacturer sells products through a direct online store beside an existing retail channel.The purpose is to investigate the interaction between the manufacturer and the retailer in order to find out the role and impact of direct channel.We consider both the purchasing cost and acceptance level of customers in each channel.The demand of both channels is derived from a consumer utility and selection model.The pricing equilibriums are obtained and the manufacturer＇s pricing strategies are analyzed when wholesale price is exogenous.We find out that the role of direct channel is multifold：1） the direct channel can extend the manufacturer＇s market,satisfying more customers＇ demand beside the retailer＇s market segment;2） it can pose an underlying threat to the retailer and thus make the retailer lower the market selling price.In the end we analyze the channel structure selection problem when the manufacturer has the right to set wholesale price.This paper may be used as a reference for companies involved with direct online channels.