| 耐用品的直销与分销对渠道利润的影响 |
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| 引用本文： | 梁喜,熊中楷,李兴泉.耐用品的直销与分销对渠道利润的影响[J].工业工程,2009,12(4):36-40. |
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| 作者姓名： | 梁喜 熊中楷 李兴泉 |
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| 作者单位： | 1. 重庆大学,经济与工商管理学院,重庆,400030
2. 重庆大学,机械工程学院,重庆,400030 |
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| 基金项目： | 国家自然科学基金资助项目 |
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| 摘 要： | 针对跨期销售的耐用品,在考虑产品耐用性的基础上,运用Stackelberg博弈分析了直销与分销对渠道利润的影响.结果表明:当产品寿命期较长和耐用性较高时,分销模式要优于直销模式,原因在于分销中存在的双重边际效应能使制造商限制未来产量而保持较高批发价格,从而在一定程度上缓解了制造商面临的时间不一致问题.
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| 关 键 词： | 供应链管理 耐用品 直销 分销 双重边际效应 |
Effect of Direct Marketing and Distribution of Durable Goods on the Distribution Channel Profit |
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| Liang Xi,Xiong Zhong-kai,Li Xing-quan.Effect of Direct Marketing and Distribution of Durable Goods on the Distribution Channel Profit[J].Industrial Engineering Journal,2009,12(4):36-40. |
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| Authors: | Liang Xi Xiong Zhong-kai Li Xing-quan |
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| Affiliation: | Liang Xi1,Xiong Zhong-kai1,Li Xing-quan2(1.College of Economy and Business Administration,2.College of Mechanical Engineering,Chongqing University,Chongqing 400030,China) |
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| Abstract: | Based on durability for durable goods of spread trading,Stackelberg game theory is used to analyze the effect of direct marketing and distribution marketing on the distribution channel profit.It is shown that a separated channel may be superior to direct marketing when product life cycle is longer and durability is higher.The reason is that double marginalization in distribution marketing can present a future output limit,thus it sells the goods at high price.This results in the benefit of relieving time in... |
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| Keywords: | supply chain management durable goods direct marketing distribution double marginalization |
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