| 消费者寻求多样化行为对供应链渠道选择影响研究 |
| |
| 引用本文： | 熊礼洋,余红蕾. 消费者寻求多样化行为对供应链渠道选择影响研究[J]. 工业工程, 2021, 24(1): 44-51. DOI: 10.3969/j.issn.1007-7375.2021.01.006 |
| |
| 作者姓名： | 熊礼洋 余红蕾 |
| |
| 作者单位： | 南华大学经济管理与法学学院,湖南衡阳 421001;南华大学经济管理与法学学院,湖南衡阳 421001 |
| |
| 基金项目： | 湖南省教育厅一般项目资助(705, 180SJY001); 南华大学博士科研启动基金资助项目(703, 190XQD080) |
| |
| 摘 要： | 考虑存在消费者寻求多样化行为的情形下，对双寡头制造商渠道选择策略(自销或代销)的影响。寻求多样化行为是由于重复购买会产生餍足感，即消费者对再次购买的意愿降低。本文在三阶段Hotelling模型框架下，分析两种情况并发现：1)当某个制造商选择代销并需要向相应的零售商支付一定的入店费时，如果制造商自销的运营成本和代销产生的入店费较高时，市场上的均衡策略为(自销，代销)，否则为(代销，代销)或(自销，自销)，而消费者寻求多样化行为将会降低前一策略均衡策略的阈值；2)当某个制造商选择代销而零售商相对会产生每单位运营成本时，两个制造商将共同选择代销或共同选择自销。如果此制造商和零售商的运营成本都很高时，消费者寻求多样化行为可能会使均衡策略变为(自销，代销)。该文的研究可以从消费者层面解释为何部分企业纷纷选择自建销售渠道的竞争策略。
|
| 关 键 词： | 寻求多样化行为 渠道结构 Hotelling模型 供应链竞争 运营成本 |
| 收稿时间： | 2020-02-16 |
Dynamic Channel Structure in a Market with Variety-seeking Consumers |
| |
| XIONG Liyang,YU Honglei. Dynamic Channel Structure in a Market with Variety-seeking Consumers[J]. Industrial Engineering Journal, 2021, 24(1): 44-51. DOI: 10.3969/j.issn.1007-7375.2021.01.006 |
| |
| Authors: | XIONG Liyang YU Honglei |
| |
| Affiliation: | School of Economics, Management and Law, University of South China, Hengyang 421001, China |
| |
| Abstract: | Marketing analysts have shown that some consumers' purchase behavior can be characterized as variety-seeking, i.e., a tendency to shift away from the last brand purchased. Consumers seek variety for many reasons. Generally, most manufacturers indirectly sell products through decentralized and usually independent retailers, i.e., the manufacturers firstly supply products to retailers, and then the retailers sell the products to consumers. However, if these retailers or the third-party distributors cannot deal with the consumers' variety-seeking behaviors efficiently, selling through them may have a negative impact on the manufacturers' profits. A three-stage Hotelling-type model incorporated the classical strategy of supply chain versus supply chain competition. Then, what is the impact of variety seeking to the equilibrium channel structure is discussed in following two situations: 1) the retailers are same, but one manufacturer will bear bargain cost or entry fee if sold through the retailer, 2) the manufacturers are same, but the operating expense of one retailer is not free. |
| |
| Keywords: | variety seeking channel structure Hotelling models supply chain competition operating expenses |
| 本文献已被 CNKI 万方数据 等数据库收录！ |
| 点击此处可从《工业工程》浏览原始摘要信息 |
|
点击此处可从《工业工程》下载免费的PDF全文 |
|
