本文關(guān)鍵詞： 網(wǎng)絡間接渠道 替代產(chǎn)品 渠道協(xié)調(diào)　出處：《中國管理科學》2017年04期 　論文類型：期刊論文

【摘要】：構(gòu)建了由一個制造商和亞馬遜所組成的網(wǎng)絡間接渠道模型。制造商進駐亞馬遜銷售自己的產(chǎn)品,亞馬遜為制造商提供銷售平臺的同時也銷售自營產(chǎn)品,兩種產(chǎn)品在一定程度上相互替代。在為兩產(chǎn)品提供無差別物流服務的同時,亞馬遜向制造商收取一定銷售收入比例的介紹費、單位產(chǎn)品物流費用以及固定數(shù)額的加盟費。通過對分散決策和集中決策的分析發(fā)現(xiàn):當產(chǎn)品替代率較大時集中決策夠使得渠道總收益增加,而該替代率范圍又會受到消費者對物流服務敏感系數(shù)的影響;集中下的價格和物流服務都要較分散下的高,但兩決策情形下的產(chǎn)品需求間的差異會同時受到產(chǎn)品替代率和消費者物流敏感系數(shù)的影響。最后,引入收益共享機制來協(xié)調(diào)整個網(wǎng)絡間接渠道,并借鑒Nsah議價模型來確定最優(yōu)的收益分成比例。
[Abstract]:A network indirect channel model consisting of a manufacturer and Amazon is constructed. Manufacturers come to Amazon to sell their products, and Amazon provides a platform for manufacturers to sell their own products as well. The two products replace each other to a certain extent. While providing undifferentiated logistics services for the two products, Amazon charges manufacturers a certain percentage of their sales revenue. Through the analysis of decentralized decision and centralized decision, it is found that when the product substitution rate is large, the centralized decision can increase the total revenue of the channel. The range of substitution rate will be affected by the sensitivity of consumers to logistics services. The concentration of price and logistics services are higher than the decentralized, but the difference between product demand under the two decision-making situations will be affected by the product substitution rate and consumer logistics sensitivity coefficient at the same time. Finally. The mechanism of revenue sharing is introduced to coordinate the indirect channels of the whole network and the Nsah bargaining model is used to determine the optimal revenue-sharing ratio.
【作者單位】： 華南理工大學經(jīng)濟與貿(mào)易學院;
【基金】：廣東省自然科學基金項目(2016A030313485) 廣東省哲學社會科學“十二五”規(guī)劃項目(GD15CGL15) 廣東省軟科學計劃項目(2015A070704005) 中央高�；究蒲袠I(yè)務費專項資金項目(2015KXKYJ02) 廣東省科技計劃項目(2013B040500007,20BB040200057)
【分類號】：F274
【正文快照】： 1引言網(wǎng)購的興起帶動了第三方網(wǎng)絡銷售平臺(如亞馬遜、京東)的快速發(fā)展,越來越多的企業(yè)借助其來銷售產(chǎn)品[1]。網(wǎng)絡銷售幫助消費者接觸到更多產(chǎn)品、節(jié)省購物時間,而使制造商能更好地控制價格和獲得需求信息[2]。為了使文章更加切合實際,我們指定下文中的第三方網(wǎng)絡銷售平臺為亞，

本文編號：1458079