基于电子优惠券的多渠道整合策略研究

在由制造商的网络直销渠道和混合零售商的实体渠道和网络渠道所构成的多渠道供应链中,考虑存在消费者无缺陷退货和消费者对购买渠道偏好的异质性,研究了混合零售商的基于电子优惠券的多渠道整合策略问题。探明了混合零售商愿意采用电子优惠券实现多渠道整合的临界条件,揭示了多渠道整合策略对市场均衡的影响,并且构建了基于零售商订货量和接受消费者退货量的转移支付机制来协调多渠道供应链。

Channel Integration Strategy Based on E-coupon in a Multi-channel Supply Chain

In a multi-channel supply chain with the manufacturer’s online direct channel and the hybrid retailer’s online and offline channels, considering the false failure returns and consumers’ heterogeneous channel preferences, we examine the hybrid retailer’s channel integration strategy by offering e-coupons to attract consumers to try out and purchase products in the physical store. Firstly, the condition that the retailer is willing to offer e-coupons is explored. Secondly, the effects of the hybrid retailer’s channel integration strategy based on e-coupons on the market equilibrium are analyzed. Moreover, a transfer payment scheme based on the retailer’s order quantity and consumers’ return quantity is proposed to improve both partners’ profits and achieve the multi-channel supply chain coordination.