线上渠道模式与制造商分销策略的匹配关系

在转销和代销这两种典型的线上渠道模式下,构建制造商、实体店和电商之间的博弈模型,探讨线上渠道模式与制造商分销策略之间的匹配关系.研究结果表明:当消费者对产品差异的敏感程度较小(较大)时,制造商的分销策略选择与线上渠道模式无关,其会选择线下销售低端(高端)产品,线上销售高端(低端)产品的分销策略;当消费者对产品差异的敏感程度适中时,若线上为转销模式,则制造商应该选择线下销售高端产品,线上销售低端产品的分销策略;若线上为代销模式,则制造商应该选择线下销售低端产品,线上销售高端产品的分销策略.在不同的分销策略情形下,增大线上线下销售产品的差异化程度有利于提高制造商的利润水平.研究结果为线上线下渠道实现融合发展提供了理论指导.

Matching online channel structure with manufacturer's distribution strategy

Considering online channel modes of reselling and agency selling,this paper proposes a game model to explore the matching relationship between the online channel structure and the manufacturer''s distribution strategy in a dual-channel supply chain. The results show that the manufacturer would prefer selling high-end(low-end) product through online(offline) channel when consumers are less(more) sensitive to product differentiation; when consumers are moderately sensitive to product differentiation, the manufacturer would prefer selling high-end(low-end) product through online(offline) channel in the online reselling(agency selling) mode. Also, increasing the degree of online and offline product differentiation is beneficial to enhance the manufacturer''s profit. The conclusions can provide theoretical guidance for the integration of online and offline channels.