系统工程理论与实践
繫統工程理論與實踐
계통공정이론여실천
Systems Engineering—Theory & Practice
2011年
7期
1249~1256
,共null页
邢伟 汪寿阳 赵秋红 华国伟
邢偉 汪壽暘 趙鞦紅 華國偉
형위 왕수양 조추홍 화국위
供应链管理 电子商务 双渠道 公平效应 定价策略
供應鏈管理 電子商務 雙渠道 公平效應 定價策略
공응련관리 전자상무 쌍거도 공평효응 정개책략
supply chain management; e-commerce; dual-channel; fairness; pricing strategy
以双渠道供应链为背景，分析了渠道公平对生产商和零售商均衡策略的影响．研究发现，当零售商市场份额较小时，生产商不会关注零售渠道是否取得了渠道公平；当零售商市场份额较大时，为了避免受到零售商设置较高零售价格的惩罚，生产商将关注渠道公平．另外，渠道公平可以有效改善“双向边际”效应．
以雙渠道供應鏈為揹景，分析瞭渠道公平對生產商和零售商均衡策略的影響．研究髮現，噹零售商市場份額較小時，生產商不會關註零售渠道是否取得瞭渠道公平；噹零售商市場份額較大時，為瞭避免受到零售商設置較高零售價格的懲罰，生產商將關註渠道公平．另外，渠道公平可以有效改善“雙嚮邊際”效應．
이쌍거도공응련위배경，분석료거도공평대생산상화령수상균형책략적영향．연구발현，당령수상시장빈액교소시，생산상불회관주령수거도시부취득료거도공평；당령수상시장빈액교대시，위료피면수도령수상설치교고령수개격적징벌，생산상장관주거도공평．령외，거도공평가이유효개선“쌍향변제”효응．
Fairness plays an important role in developing and maintaining supply chain relationship. Based on a dual-channel supply chain, this paper examines the effect of fairness on the supply chain partners＇ strategies. We find that if the retail channel is dominated by the direct channel, the manufacturer does not care about channel fairness. Otherwise, the manufacturer has to achieve fairness to avoid being punished by a higher retail price. We also find that the double marginalization will be mitigated when the fairness is achieved.
