【摘要】：信息產品供應商在銷售產品時有多種渠道可以選擇,可以通過在線直銷,也可以通過傳統的零售渠道方式.而在零售模式下,供應商可以與零售商之間采用Fixed-fee協議或Per-copy協議.供應商在面臨這些不同的銷售渠道和銷售方式時,產品質量、銷售價格以及消費者對直銷渠道的接受程度等因素決定了最終的選擇方式.通過對供應商、零售商和消費者的決策行為進行分析,給出了供應商通過直銷渠道和零售渠道銷售產品下的收益最優(yōu)化模型,并對結果進行了比較.研究表明當消費者對產品評價值服從均勻分布的情況時,零售渠道下采用Fixed-fee模式有利于供應商,而在雙重渠道下,供應商采用Per-copy模式更有利.而且當供應商采用直銷渠道銷售高質量產品,由零售渠道銷售較低質量產品時,供應商能獲得最大收益.
[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】： 天津大學管理與經濟學部;天津商業(yè)大學商學院;
【基金】：國家杰出青年科學基金資助項目(70925005)
【分類號】：F49;F274;F224

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本文編號：2204807