电子商务环境下制造商双渠道运营模式选择研究

doi:10.3969/j.issn.1007-7375.2020.01.006

摘要/Abstract

摘要： 为了研究制造商在传统运营模式及增加电子销售渠道后的双渠道运营模式的选择问题，运用Stackelberg博弈方法，考虑制造商服务水平的影响，对比分析在传统运营模式、产品共销模式和收益分摊模式下供应链各成员的利润。结果表明，无论在哪种模式下，制造商提高服务水平总是有利的；在一定条件下，制造商增加电子销售渠道后的利润大于传统运营模式下的利润；当收益分摊比例小于1/2时，制造商选择收益分摊模式更有利，反之，选择产品共销模式更有利。

关键词: 电子商务, 双渠道, 产品共销, 收益分摊

Abstract: In order to study the choice of the manufacturer in the traditional operation mode and the dual-channel operation mode after adding electronic channel, the service level influence and comparing the profit of each member of the supply chain in the traditional operation mode, the product co-marketing mode and the revenue sharing mode are considered by using the Stackelberg game method. The results show that it is always beneficial for the manufacturer to improve service level. And then, under certain conditions, the profit of the manufacturer after increasing the electronic channel is larger than that under the traditional operation mode. At the same time, when the proportion of revenue sharing is less than half, it is more advantageous for the manufacturer to choose the revenue sharing mode, and therefore, if the proportion of revenue sharing is greater than half, it is more advantageous for the manufacturer to choose the product co-marketing mode.

Key words: electronic commerce, dual-channel, product co-marketing, revenue sharing

中图分类号:

F274

杨殿玲, 王炬香. 电子商务环境下制造商双渠道运营模式选择研究[J]. 工业工程, 2020, 23(1): 44-52.

YANG Dianling, WANG Juxiang. A Research on the Selection of Manufacturers' Dual-channel Operation Mode in the Electronic Commerce Environment[J]. Industrial Engineering Journal, 2020, 23(1): 44-52.

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