發(fā)布時(shí)間：2018-08-26 12:01

【摘要】：信息產(chǎn)品供應(yīng)商在銷售產(chǎn)品時(shí)有多種渠道可以選擇,可以通過在線直銷,也可以通過傳統(tǒng)的零售渠道方式.而在零售模式下,供應(yīng)商可以與零售商之間采用Fixed-fee協(xié)議或Per-copy協(xié)議.供應(yīng)商在面臨這些不同的銷售渠道和銷售方式時(shí),產(chǎn)品質(zhì)量、銷售價(jià)格以及消費(fèi)者對(duì)直銷渠道的接受程度等因素決定了最終的選擇方式.通過對(duì)供應(yīng)商、零售商和消費(fèi)者的決策行為進(jìn)行分析,給出了供應(yīng)商通過直銷渠道和零售渠道銷售產(chǎn)品下的收益最優(yōu)化模型,并對(duì)結(jié)果進(jìn)行了比較.研究表明當(dāng)消費(fèi)者對(duì)產(chǎn)品評(píng)價(jià)值服從均勻分布的情況時(shí),零售渠道下采用Fixed-fee模式有利于供應(yīng)商,而在雙重渠道下,供應(yīng)商采用Per-copy模式更有利.而且當(dāng)供應(yīng)商采用直銷渠道銷售高質(zhì)量產(chǎn)品,由零售渠道銷售較低質(zhì)量產(chǎn)品時(shí),供應(yīng)商能獲得最大收益.
[Abstract]:Information product suppliers have a variety of channels to choose when selling their products, which can be directly sold online or through traditional retail channels. In retail mode, the supplier and the retailer can adopt Fixed-fee protocol or Per-copy protocol. When the supplier is faced with these different sales channels and sales methods, the product quality, sales price and consumers' acceptance of direct marketing channel determine the final choice. By analyzing the decision behavior of suppliers, retailers and consumers, this paper presents the profit optimization model of suppliers selling products through direct selling channels and retail channels, and compares the results. The results show that the Fixed-fee model is beneficial to the supplier under the retail channel, while the Per-copy model is more favorable for the supplier under the dual channel when the evaluation value of the product is distributed evenly. Moreover, when suppliers use direct selling channels to sell high quality products and lower quality products are sold through retail channels, suppliers can obtain the maximum profit.
【作者單位】： 天津大學(xué)管理與經(jīng)濟(jì)學(xué)部;天津商業(yè)大學(xué)商學(xué)院;
【基金】：國家杰出青年科學(xué)基金資助項(xiàng)目(70925005)
【分類號(hào)】：F49;F274;F224

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