基于消费者网络接受度的双渠道供应链补偿激励研究

摘要

线上直销渠道与线下零售渠道相结合构成的双渠道供应链是众多公司选择的销售模式,但也引发了线上渠道与线下传统零售渠道之间关于在商品定价、服务投入、信息共享之间的冲突.制造商通过对零售商提供一定的补偿能够有效协调双渠道供应链中存在于上述渠道中的冲突问题.针对这一问题,以消费者的网络接受程度变化为切入点,通过对双渠道供应链中制造商对零售商补偿激励与否的比较分析,得出结论:制造商实施补偿激励的方式能够有效协调渠道之间的冲突,激励零售商增加其销售努力程度,这种情况下存在着定价的最优解;同时,消费者的网络接受程度影响着最优定价策略、补偿激励水平、销售努力程度及供应链利润水平.此项研究为公司平衡线上直销与线下零售的双渠道销售模式提供了借鉴建议.%The dual channel supply chain,which is formed by the combination of online direct marketing channel and offline retail channel,is the main choice of many companies.However,the conflict is triggered between the online channel and traditional retail channels on the pricing of goods,services,and information sharing.The manufacturers can effectively coordinate the channel conflict in the dual channel supply chain by providing some compensation to the retailer.In this paper,the changes in the degree of acceptance of consumers as a starting point,and comparing with the manufacturer's compensation and no compensation,the conclusion is put forward:the implementation of compensation incentive from manufacturers can coordinate conflict effectively between different channels and encourage retailers to increase its sales effort,under which condition there exists the optimal pricing;at the same time,the degree of consumer network acceptance affects the optimal pricing strategy,compensation incentive level,sales effort level and the profit level of the supply chain.The study provides reference for companies to balance the dual channel sale of online direct marketing and offline retail.