基于促销和延保的渠道入侵与订货时序策略

针对单个制造商和单个零售商组成的二级供应链,制造商一方面考虑是否开拓电子商务市场而建立直销渠道与零售商展开渠道竞争,另一方面为刺激市场需求开展促销活动并对所有消费者提供有偿延保服务。分别针对先后订货和同时订货两种情形,刻画了不同入侵成本下制造商的最优入侵、促销、定价以及销售策略,并分析了制造商渠道入侵策略对零售商订货决策和盈利能力的影响。研究表明:满足入侵成本阈值条件时,渠道入侵有利于改善制造商利润;同时订货会降低制造商的入侵动机和零售商利润;在延保服务价格敏感系数和促销成本系数满足相关约束时,零售商能够从制造商渠道入侵中攫取更多利润,实现供应链节点企业的互利共赢;无论订货时序如何,渠道入侵总会提高促销努力水平和延保服务价格。

Manufacturer Encroachment and Order Timing Strategy with Promotion and Extended Warranty Services

Considering the two-echelon supply chain consisting of a manufacturer and retailer,on the one hand,the manufacturer considers whether to open up the e-commerce market and establish direct channel to compete with retailer.On the other hand,the manufacturer carries out promotional activities to stimulate market demand and provide extended warranty services to all consumers.For the two cases of sequential ordering and simultaneous ordering,the optimal strategies of the manufacturer under different entry cost are described,and the manufacturer encroachment strategy on retailers’order decisions and profitability are analyzed.The research shows that channel encroachment can improve the profit of manufacturer when the threshold condition of entry cost is satisfied.Ordering at the same time will reduce manufacturer’s encroachment motivation and retailer’s profit.When the price sensitive coefficient and promotion cost coefficient meet the relevant constraints,the retailer can gain more profits from the manufacturer encroachment,and can achieve win-win with the manufacturer.Regardless of order timing,the manufacture encroachment will always improve the level of promotion efforts and the price of extended warranty services.