风险规避对制造商开通直销渠道的影响

doi:10.3969/j.issn.1007-7375.2018.04.012

工业工程 ›› 2018, Vol. 21 ›› Issue (4): 94-103.doi: 10.3969/j.issn.1007-7375.2018.04.012

风险规避对制造商开通直销渠道的影响

陈银平

西南交通大学经济与管理学院, 四川成都 610031

收稿日期:2018-03-05 出版日期:2018-08-30 发布日期:2018-08-27
作者简介:陈银平(1993-),女,陕西省人,硕士研究生,主要研究方向为物流与供应链管理.
基金资助:
国家自然科学基金资助项目（71440016，71672153）；四川循环经济研究中心规划资助项目（XHJJ-1515）；四川省软科学研究计划资助项目（2016ZR0055）；四川省电子商务与现代物流研究中心资助项目（DSWL16-6）

The Impact of Risk Aversion on Manufacturer's Launching Direct Channel

CHEN Yinping

School of Economics and Management, Southwest Jiaotong University, Chengdu 610031, China

Received:2018-03-05 Online:2018-08-30 Published:2018-08-27

摘要/Abstract

摘要： 研究了风险规避对制造商开通直销渠道的影响。运用博弈论中个人理性和激励相容原则建立单渠道和双渠道供应链需求模型，得出均衡情况下供应链各成员的最优决策及社会福利。研究发现，仅当决策者风险规避度和直销渠道销售成本满足一定条件时，制造商开通直销渠道有利可图；且直销渠道并非总侵蚀零售商效用。当决策者风险规避度较大且直销渠道成本适中时，供应链价值减少。社会福利总随着制造商风险规避度的增大呈现先减少后增加的趋势。

关键词: 双渠道, 风险规避, 渠道销售成本, 直销渠道

Abstract: The risk preference of decision makers can influence the decision-making process of the supply chain. Thus the impact of risk aversion on manufacturer's launching direct channel is studied. Based on game theory's IR and IC under two cases which are single and dual supply chains, the optimal decision-making and social welfare of all members were analyzed. The results show that only when the risk aversion of decision makers and sales costs of direct channel meet certain conditions, the manufacturer launch direct channel. The utility of retailer is not always eroded by direct channel. When the risk aversion of decision makers is high and the direct channel cost is moderate, the supply chain value is reduced. Social welfare always tends to decrease and then increase with the increase of risk aversion of manufacturers.

Key words: dual channel, risk aversion, channel sales costs, direct channel

中图分类号:

F274

陈银平. 风险规避对制造商开通直销渠道的影响[J]. 工业工程, 2018, 21(4): 94-103.

CHEN Yinping. The Impact of Risk Aversion on Manufacturer's Launching Direct Channel[J]. Industrial Engineering Journal , 2018, 21(4): 94-103.

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风险规避对制造商开通直销渠道的影响

The Impact of Risk Aversion on Manufacturer's Launching Direct Channel

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