考虑渠道成本差异的双渠道供应链定价策略与渠道选择

根据网上渠道不同销售模式的特征，构建制造商网上直销、网上分销和网上代销3种供应链定价模型，引入渠道成本参数并分析制造商如何进行产品定价和渠道选择。研究表明，在3种渠道结构中，代销模式下产品价格最低，直销模式和分销模式下的价格受到渠道偏好的影响；随着线上或线下渠道成本增加，制造商会降低该渠道产品的批发价格，而零售价格与自身渠道成本正相关；此外，当制造商自建网上平台成本较低时，制造商选择直销模式最优；当制造商自建网上平台成本较高，且代销平台服务效率较低时，制造商应选择分销模式，否则制造商选择代销模式更优。

Pricing Policy and Channel Selection of Manufacturer Considering Channel Operating Cost Difference

Considering the characteristics of different online distribution models, online channel are divided into direct selling dual-channel, online reselling and agency selling dual-channel. The pricing strategy and channel selection in supply chain comprising a dominant manufacturer, a traditional retailer and a online retailer under three types of mixed distribution channels are explored. The results show that the lowest product prices are observed under the agency model, and the relationship between direct selling model and reselling model is influenced by channel preference. As the operating cost of online or offline channels increases, manufacturers will reduce the wholesale prices of corresponding channel products, and retail prices are positively correlated with their own channel costs. When the cost of the manufacturer's self-built platform is low, the manufacturer should choose the online direct selling model; however, when the cost of the manufacturer's self-built platform is high and the service efficiency of the agency model is low enough, the manufacturer should choose the online distribution mode, and otherwise the manufacturer should choose the agency model.