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J4  2014, Vol. 11 Issue (5): 758-    DOI:
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服务具有负溢出效应的异质品双渠道供应链改进策略
王瑶,但斌,刘灿,张旭梅
1. 重庆大学经济与工商管理学院; 2. 重庆大学现代物流重庆市重点实验室
Improvement Strategy of DualChannel Supply Chain Based on Differentiated Product and  Service Negative Spillover Effect
WANG Yao,DAN Bin,LIU Can,ZHANG Xumei
Chongqing University, Chongqing, China

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摘要 针对双渠道供应链中电子直销渠道和传统零售渠道分别销售异质产品的情形,考虑零售商服务对电子直销渠道产品销售的负溢出效应,构建了刻画产品差异和服务溢出效应的消费者效用函数,建立了双渠道供应链的需求模型和利润模型,对比分析了集中式和分散式的最优决策和利润,进而提出了2部定价改进策略。研究表明,实施差异化策略对渠道双方都有利;2部定价契约可以现实供应链的Pareto改进,且契约存在无数多种可以灵活设计。
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关键词 双渠道供应链服务负溢出效应异质产品改进策略    
Abstract:We consider a situation where a manufacturer's electronic direct channel and a retailer's traditional retail channel sell heterogeneous products in a dualchannel supply chain and that retailer's service has a negative spillover effect to electronic direct channel. By employing consumer utility theory, we firstly establish a consumer utility function, which depicts the product difference and service negative spillover effect appropriately. Then we build demand models and profit models and analyze the optimal decisions and maximum profits in centralized and decentralized situations, respectively. On this basis, a twopart tariff improvement strategy is proposed. The results show that differentiation strategy can benefit both the manufacturer and the retailer, dualchannel supply chain can achieve Pareto improvement by twopart tariff strategy, and that there exists countless kind of twopart tariff strategies which can be designed in flexibility.
Key wordsdualchannel supply chain    service    negative spillover effect    differentiated product    improvement strategy   
收稿日期: 2012-09-18     
基金资助:国家自然科学基金资助项目(71172084,71272086)
通讯作者: 但斌(1966~),男,重庆市人。重庆大学(重庆市 400044)经济与工商管理学院教授 、博士研究生导师,博士。研究方向为物流与供应链管理。     E-mail: danbin@cqu.edu.cn
引用本文:   
王瑶,但斌,刘灿,张旭梅. 服务具有负溢出效应的异质品双渠道供应链改进策略[J]. J4, 2014, 11(5): 758-. WANG Yao,DAN Bin,LIU Can,ZHANG Xumei. Improvement Strategy of DualChannel Supply Chain Based on Differentiated Product and  Service Negative Spillover Effect. J4, 2014, 11(5): 758-.
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