管理评论

›› 2017, Vol. 29 ›› Issue (5): 183-191.

• 物流与供应链管理 • 上一篇    下一篇

服务合作双渠道供应链中的价格和服务策略

杨浩雄1,2, 孙丽君1, 孙红霞1,2, 刘淑芹3   

  1. 1. 北京工商大学商学院, 北京 100048;
    2. 首都流通业研究基地, 北京 100048;
    3. 中央民族大学管理学院, 北京 100081
  • 收稿日期:2015-04-21 出版日期:2017-05-28 发布日期:2017-05-26
  • 作者简介:杨浩雄,北京工商大学商学院教授,硕士生导师,博士;孙丽君,北京工商大学商学院硕士研究生;孙红霞,北京工商大学商学院副教授,硕士生导师,博士后;刘淑芹,中央民族大学管理学院副教授,硕士生导师,博士。
  • 基金资助:

    国家自然科学基金项目（71401003）；北京市教委科研基地建设项目（PXM2015_014213_000048）。

Price and Service Decisions of Dual-channel Supply Chain in Cooperation

Yang Haoxiong1,2, Sun Lijun1, Sun Hongxia1,2, Liu Shuqin3   

  1. 1. School of Business, Beijing Technology and Business University, Beijing 100048;
    2. Capital Circulation Industry Research Base, Beijing 100048;
    3. School of Management, Minzu University of China, Beijing 100081
  • Received:2015-04-21 Online:2017-05-28 Published:2017-05-26

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摘要：

随着越来越多的企业引入网络直销渠道的营销模式，制造商与零售商之间的渠道冲突日益加剧。为了缓解渠道冲突，制造商和零售商可采取适合的合作机制，双方进行服务合作，共同分担服务成本。本文将消费者服务敏感度作为制造商与零售商分担服务成本的衡量指标，建立了服务合作双渠道供应链模型，分别求解了集中控制模式下和分散控制模式下最优的价格和服务策略。研究发现，当消费者接受网络直销渠道程度较低时，在网络直销渠道建立初期，制造商要注重提高服务质量，在网络直销渠道较成熟后，制造商应关注其他方向；零售商则要发挥线下优势，根据自身定位，缩小经营范围，增加针对性商品，向消费者提供个性化服务，要形成立体化的营促销宣传方案，发挥实体零售渠道品牌形象的支撑与转移效应；当消费者接受网络直销渠道程度较高时，制造商应着眼于大数据等互联网技术革新、物流配送体系建设等问题。

关键词: 双渠道, 渠道冲突, 合作, 博弈, 价格, 服务

Abstract:

Manufacturers today are increasingly adopting the direct online channel to sell products. But the addition of a direct online channel will likely cause channel conflict. To ease channel conflict, manufacturer and retailer could take appropriate cooperation mechanism, and both sides may take cooperative strategies to share the costs of service. By using service sensitivity of consumer as a measurement index of sharing the costs of service, this paper establishes a cooperation model of dual-channel supply chain to explore the optimal pricing and service strategy in two situations:centralized control and decentralized control. The findings show that when service sensitivity of consumer is at a low level, manufacturers should pay attention to improving the quality of service at the early state of establishing network marketing channels and to other directions after the channels enter the mature stage. Retailers should make full use of offline advantages to narrow the scope of business, increase targeted goods and provide personalized services to consumers. When service sensitivity of consumer is at a high level, manufacturers should seek solutions from the innovation of big data and other Internet technologies, the construction of logistics distribution system.

Key words: dual-channel supply chain, conflict, cooperation, game theory, price, service