渠道差异下的双渠道水平竞争决策

摘要

The manufacturer sells substitutable products through two channels,a retail channel and a direct channel which are independent from each other.The product price and quality in two channels are different due to the channel attributes difference,the difference can be described by two indexes:product experience index and quality differentiation index.The two indexes portfolio choice can affect channel pricing and quality strategy,therefore changing channels competition result.It is showed that the existence of the direct channel can indirectly prompt the retail channel to increase product quality;if both two channels sell products,the retail channel always has higher product quality.When product experience index is high,the retail channel is likely to set a higher price and higher quality while the direct channel will do the opposite,as the index goes higher,channels' difference becomes greater.%由于实体渠道和网络渠道之间存在属性差异,企业在两个渠道中销售同类替代性产品时,在产品质量和价格上的决策往往也具有一定差异.用产品体验系数和质量差异系数两个参数来描述渠道之间的差异,基于此讨论双渠道的质量与价格决策问题,分析渠道差异对渠道竞争结果的影响,并进一步计算得到产品体验系数与质量差异系数之间的关系,最后分析渠道差异对产品价格和质量决策的影响.结果表明:网店的存在能够间接地促使实体店提高产品质量;当两者处于竞争状态时,网店的产品质量低于实体店;实体店的产品质量和价格都随产品体验性的升高而升高,而网店则相反,同时产品的体验性越高,两者之间的质量差异越大,反之亦然.