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构建了由一个制造商和亚马逊所组成的网络间接渠道模型。制造商进驻亚马逊销售自己的产品,亚马逊为制造商提供销售平台的同时也销售自营产品,两种产品在一定程度上相互替代。在为两产品提供无差别物流服务的同时,亚马逊向制造商收取一定销售收入比例的介绍费、单位产品物流费用以及固定数额的加盟费。通过对分散决策和集中决策的分析发现:当产品替代率较大时集中决策够使得渠道总收益增加,而该替代率范围又会受到消费者对物流服务敏感系数的影响;集中下的价格和物流服务都要较分散下的高,但两决策情形下的产品需求间的差异会同时受到产品替代率和消费者物流敏感系数的影响。最后,引入收益共享机制来协调整个网络间接渠道,并借鉴Nsah议价模型来确定最优的收益分成比例。
Constructed a network model of indirect network composed of a manufacturer and Amazon. Manufacturers are marketed in Amazon to sell their own products. Amazon offers sales platforms for manufacturers as well as self-owned products. Both products are to some extent replaced by each other. While providing undifferentiated logistic services for both products, Amazon introduced a referral fee, a unit product logistics fee, and a fixed amount of initial fee to manufacturers for a certain percentage of sales revenue. Through the analysis of decentralized decision-making and centralized decision-making, it is found that when the product substitution rate is large, the decision of centralized decision-making makes the total channel revenue increase, and the range of alternative rate will be influenced by the consumer’s sensitivity to the logistics service; Logistics service should be higher than decentralized, but the difference between the product demand under the two decision-making situations will be affected by product replacement rate and consumer logistics sensitivity coefficient at the same time. Finally, the revenue sharing mechanism is introduced to coordinate the indirect channels of the entire network, and Nsah bargaining model is used to determine the optimal proportion of revenue share.