零售商强势条件下双渠道供应链定价与协调研究

Benefits of the Internet technology, more and more manufacturers sell products through both the online and the traditional channel (i.e., dual-channel marketing). However, in fact there exists some problems for the small and medium-sized manufacturers. When adding online channel, they frequently meet strong resistance from the dominant retailer in traditional channel, which leads to intense channel conflict. How to make scientific and reasonable price decision in dual channel and how to coordinate the channel conflict have been the critical and unavoidable topics for the weak small and medium-sized manufacturers. This project will study pricing strategy and coordination mechanism of a dual-channel supply chain with a dominant retailer, which includes three parts as follows: (1) Constructing model on market demand and the customer's channel choice behavior; (2) Studying pricing strategy and coordination of a dual-channel supply chain based on price strategy (including the unique pricing strategy, and the hybrid pricing strategy); (3) Studying pricing strategy and coordination of a dual-channel supply chain based on non-pricing strategy. Pricing strategy and coordination mechanism for the dual-channel supply chain with a dominant retailer will be given in this project. We hope that the project can enrich the theory of supply chain management and provide powerful support for the small and medium-sized manufacturers to implement the dual-channel marketing.

得益于Internet技术，越来越多的制造商开始实施在线直销与传统分销相结合的双渠道营销策略。然而现实显示，弱势制造商在开设在线渠道时常常受到传统渠道强势零售商抵制、从而引发激烈的渠道冲突。因而零售商强势情形下如何进行科学合理的双渠道定价，以及如何协调这两个渠道之间的冲突，是弱势制造商所面临的一个十分严峻、而又无法回避的供应链管理问题。本项目就这样一个零售商强势条件下的双渠道定价与协调问题展开针对性研究。研究内容包含：消费者渠道选择行为与市场需求建模；基于价格策略（包含单一价格策略、组合价格策略）的双渠道定价与协调；以及基于非价格策略的双渠道定价与协调。通过本项目的研究，给出零售商强势条件下双渠道定价与协调机制。丰富和完善双渠道供应链管理理论、模型和方法，并为处于弱势地位的中小型制造商实施双渠道营销提供有力的决策支持。

近年来随着电子商务的快速发展，越来越多的企业开始实施双渠道销售策略——在传统零售渠道基础上，还开设了自己的在线直销渠道。然而，对于部分制造商特别是弱势制造商而言，开设在线渠道时常常受到传统渠道强势零售商的抵制、从而引发激烈的渠道冲突。因而如何进行零售商强势条件下双渠道供应链定价与协调就成为一个亟需解决的关键问题。针对该问题，本项目研究了双渠道环境下消费者行为和市场需求函数；建立了基于单一渠道的产品定价与协调模型、基于Stackelberg的双渠道定价与协调模型、基于Nash谈判的双渠道定价与协调模型，以及基于非价格策略的优化与协调模型。通过本项目研究，阐明了渠道权力结构、市场竞争强度、市场信息结构对供应链定价与协调的影响机理，同时还初步探明了非价格策略（如产品定制化、多品种小批量、产品差异化、产品延保策略）对供应链协调的影响机理。研究成果丰富和完善了供应链管理理论、模型与方法，并为企业实施双渠道营销提供了理论依据和决策支持。