Purpose: This paper investigates the influence of channel structures and channel coordination\udon the supplier, the retailer, and the entire supply chain in the context of two different kinds of\udmarketing models: the common retailer and the exclusive shop.\udDesign/methodology/approach: With suppliers who manufacture the alternative\udcommodities and retailers in the dual-channel supply chains as the object of the research, this\udpaper compares suppliers' profits, consumer utility without coordination and contrasts\udsuppliers' and retailers' profits with coordination to determine the range of the revenue sharing\udrates and which parameters are related.\udFindings: The analysis suggests the preference lists of the supplier and the retailer over\udchannel structures with and without coordination are different, and depend on parameters like\udchannel basic demand, channel cost and channel substitutability.\udOriginality/value: In this research, new sales model for two suppliers should choose the same\udretailer or the exclusive retailers to sell their commodities.
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