本文基于顾客渠道偏好和对不同零售商接受程度的双重异质性的视角，对垄断市场和零售商横向竞争市场下，零售商渠道模式的选择和渠道蚕食问题进行了研究.通过建立和解析相关的数学模型，给出了零售商选择混合渠道模式的条件及不同渠道结构下的最优决策，并通过对比研究和数值算例，分析了横向竞争对零售商渠道选择的价值.研究得出：首先，市场中不同类型顾客的比例及渠道偏好等特性对渠道模式选择、定价及利润有直接影响；其次，零售商横向竞争能够提升混合渠道模式的价值，且竞争者的竞争力越强，混合渠道模式的优势就越明显，横向竞争将削弱成本因素对零售商渠道模式选择的影响力；最后，网络渠道蚕食的负面影响可以通过智能的定价机制予以消除或减弱.
Abstract
In this paper, the retailer's channel choices and impacts of channel cannibalization on the channel demand and profit are investigated based on the view of heterogeneities of customer's channel preferences and acceptance for different retailers. By building and solving the mathematic models, conditions where the retailer selects the hybrid-channel mode as well as the retailer's optimal decisions under various channel structures are obtained in monopoly scenario and in horizon competition scenario respectively. Through the comparison research and numerical analysis, values of the horizon competition to retailer's channel choices are discussed. Research results are as follows: Firstly, proportion of the customer type and channel preferences have direct impact on channel mode selection, pricing and profits. Secondly, the horizon competition between two retailers can improve the value of the hybrid-channel mode and the stronger the competitor, the more profitable is the hybrid-channel pattern. The horizon competition is able to decrease the impacts of selling costs on the retailer's channel choices. Finally, the cannibalization between the internet channel and the physical channel as well as the negative impacts of channel conflict on the retailer's profit can be overcome by using a smart pricing regime.
关键词
混合渠道 /
横向竞争 /
渠道蚕食 /
异质性
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Key words
hybrid-channel /
horizontal competition /
channel cannibalization /
heterogeneity
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中图分类号：
F273
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脚注
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基金
国家社会科学基金青年项目(13CGL058)；教育部人文社会科学研究青年基金(11YJC630174)；管理学院创新科技基金
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