异质品双渠道供应链下制造商的渠道决策研究

研究由两个制造商、两个零售商以及消费者组成的双渠道供应链，制造商的最优产品分销渠道策略问题，通过构建Stackelberg主从动态博弈模型，分析制造商在不同渠道选择下的产品质量水平及定价决策，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，以及对产品质量水平、产品价格、制造商及零售商利润的影响.研究表明：品牌和渠道双重竞争下，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，制造商通过权衡价格决策的后动优势与消费者渠道偏好对其利润的贡献选择是否开辟双渠道，产品价格与产品质量水平正相关，与产品的替代率负相关，产品质量水平对渠道价格的影响程度等于消费者对该渠道的偏好程度.当消费者偏好某一渠道时，制造商可在该渠道上的产品采取优质高价策略，但渠道上产品性价比降低，当品牌竞争越激烈，产品价格越低，对制造商和零售商的利润挤压越严重.

Research of Manufacturers' Channel Strategy under Dual-channel Supply Chain Based on Differentiated Product

In this paper, the stackelberg game model is constructed which consists of two competing manufacturers, two retailers and consumers, and it is used to discuss the manufacturer's optimal product distribution channel. Firstly, the consumer utility function model is constructed which depicts product quality difference and channel preference, and the optimal product quality choice and pricing decision about the two manufacturer's are discussed under different channel decisions. Secondly, the influence of channel and brand competition on the manufacturers channel choice and Pareto optimal choice is studied. At last, the influence of channel and brand competition on the quality-price ratio in different channel structure is inspected. The research shows 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.