点击次数：

论文类型：期刊论文

发表时间：2012-12-01

发表刊物：INTERNATIONAL JOURNAL OF INNOVATIVE COMPUTING INFORMATION AND CONTROL

收录刊物：SCIE、EI、SSCI

卷号：8

期号：12

页面范围：8273-8286

ISSN号：1349-4198

关键字：Supply chain management; Multi-channel distribution; Came model; Virtual trading community

摘要：From the perspective of consumer utility heterogeneity, the demand functions are built in the multi-channel structure, which consists of one physical retail channel and two e-channels respectively for the manufacturer and the retailer. Different from previous online direct sales channel, the e-channel is operated by the third party - virtual trading community (referred to hereafter as 'VTC'). And the pricing strategies are analyzed by the game model. In order to explore the role of the VTC, the VTC mode is compared with the traditional online direct sales channel operated independently by the merchants themselves (referred to hereafter as 'TOD'). The result shows that there is a significant difference in the equilibrium prices between the two operation modes and the cost for channel operation has an important influence on. the price. After that, according to the more intense competition characteristic of the VTC, service promoting strategy is introduced and the impacts of service's cost on equilibrium prices and demands are discussed under different service promoting strategies (i.e., promoting service only in physical retail channel or both physical retail channel and VTC channel). It is found that in a given interval of the service coefficient, the service promoting only in physical retail channel effectively alleviates competition threat from manufacturer's VTC channel and benefits the retailer, and the service promoting in, both channels has an indirect benefit for the retailer by increasing the physical retail channel demand. In the end, the results are demonstrated by numerical examples.