林 晶1,2，王 健1
（1.福州大学 经济与管理学院，福建 福州 350108）
（2.福建江夏学院 数理教研部，福建 福州 350108）
摘 要：研究由两个竞争制造商、两个零售商以及消费者组成的三级Stackelberg双渠道供应链下制造商的最优产品分销渠道策略问题.首先构建了刻画产品质量差异和渠道偏好的消费者效用函数模型,讨论两个制造商在不同渠道决策下的最优产品质量选择及定价决策;其次研究在消费者三种不同渠道偏好下,渠道竞争和品牌竞争激烈程度对制造商渠道选择均衡结果及帕累托最优选择的影响;最后考察渠道与品牌竞争并存对不同渠道结构下产品性价比的影响.研究表明:顾客的渠道偏好程度通过影响制造商产品质量水平,进而影响制造商的渠道决策;当制造商同时面临品牌和渠道竞争时,两种竞争之间存在相互作用的关系,并共同影响制造商最终渠道选择。产品价格与产品质量水平正相关,若渠道竞争越激烈,则不同渠道产品性价比差异越小,若同一渠道上品牌竞争越激烈,则产品的性价比越高。
关键词: 异质品 渠道偏好 渠道选择 产品性价比
中图分类号：F713.1 文献标识码：A
Research of Manufacturers’ Channel Strategy under Dual-channel Supply Chain Based on Differentiated Product
Lin Jing1,2，Wang Jiang1
(1.School of Economics & Management, Fuzhou University, Fuzhou 350108)
(2.Actuarial-oriented of Mathematics and Physics, Fujian Jiangxia College, Fuzhou 350108)
Abstract: This paper constructs the three-echelon stackelberg game model which consists of two competing manufacturers, two retailers and consumers was used to discuss the manufacturer’s optimal product distribution channel. Firstly, we constructed the consumer utility function model which depicted product quality difference and channel preference, and discussed the optimal product quality choice and pricing decision about the two manufacturer’s under different channel decisions. Secondly, we studied the influence of channel and brand competition on the manufacturers channel choice and Pareto optimal choice. At last, we inspected the influence of channel and brand competition on the quality-price ratio in different channel structure. The research showed that the customer’s channel preferences will influence the manufacturer's channel decisions by affecting the product’s quality. When the brand and channel competition come together, they will interact each other and jointly affect the manufacturer’s eventually channel choice. The price is positively related to the product’s quality. The more intense the channel competition, the less difference between the price of different channel products, the more intense at brand competition in the same channel, the more higher at the price performance of product.
Keyword: differentiated product ;channel preference;channel selection; quality-price ratio