双渠道供应链中直销成本对销售渠道决策的影响

针对传统零售与网上直销并存的双渠道供应链系统,在制造商为Stackelberg博弈的领导者和零售商具有销售成本优势的假设下,建立了销售渠道决策模型,分析了制造商的直销成本对销售模式选址的影响。结果表明:当直销成本满足一定范围时,制造商采用直销模式可以使制造商、零售商和消费者三方共赢。

Effect of Internet Direct Marketing on the Marketing Decision Making in a Dual-Channel Supply Chain

A supply chain with one manufacturer and one retailer is considered.In such a supply chain,it operates in a dual-channel marketing mode,i.e.,the manufacturer can sell its products directly through the internet or sell its products through the retailer.Also,in the supply chain,the manufacturer plays a role of leader in the sense of Stackelberg game,but the retailer has the advantage of marketing cost.For such a supply chain,mathematical model is developed for marketing decision making.With this model,analysi...