基于收益共享契约的竞争性产品渠道设计与优化

doi:10.12068/j.issn.1005-3026.2019.03.026

东北大学学报:自然科学版 ›› 2019, Vol. 40 ›› Issue (3): 441-446.DOI: 10.12068/j.issn.1005-3026.2019.03.026

基于收益共享契约的竞争性产品渠道设计与优化

张淑华^1,2，杜晓君¹，周宝刚³

(1. 东北大学工商管理学院，辽宁沈阳110169; 2. 辽宁省交通高等专科学校，辽宁沈阳110122; 3. 渤海大学管理学院，辽宁锦州121001)

收稿日期:2018-01-29 修回日期:2018-01-29 出版日期:2019-03-15 发布日期:2019-03-08
通讯作者: 张淑华
作者简介:张淑华(1979-)，女，辽宁沈阳人，东北大学博士研究生；杜晓君(1964-)，女，辽宁沈阳人，东北大学教授，博士生导师.
基金资助:
国家自然科学基金资助项目(71401015).

Design and Optimization of Competitive Product Channel Structure Based on Revenue Sharing Contract

ZHANG Shu-hua ^1,2， DU Xiao-jun ¹， ZHOU Bao-gang ³

1. School of Business Administration， Northeastern University， Shenyang 110169， China; 2. Liaoning Provincial College of Communication， Shenyang 110122， China; 3. School of Management， Bohai University， Jinzhou 121001， China.

Received:2018-01-29 Revised:2018-01-29 Online:2019-03-15 Published:2019-03-08
Contact: ZHANG Shu-hua
About author:-
Supported by:
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摘要/Abstract

摘要： 设计了两个竞争性供应商与两个网络平台商组成的三类渠道结构，分析了供应商与平台商分别作为决策者，基于产品与渠道联合替代率的渠道选择策略.进一步研究了在建立从网络平台商到供应商的收益共享契约后，联合替代率与收益共享比率对多渠道供应链结构优化的影响.研究发现，在基本的渠道结构中，平台商的占优策略为与供应商组建独家交易，而供应商则会选择多渠道策略，此时，无均衡解;在建立收益共享契约后，所有参与者组建独家交易为一均衡战略.该研究结果对多渠道供应链环境下，不同决策主体的渠道结构选择与优化具有一定的指导意义.

关键词: 多渠道供应链, 渠道结构设计, 竞争性产品, 独家交易, 收益共享契约

Abstract: Three types of channel structure composed of two competitive suppliers and two network platforms are designed. The channel selection strategy is analyzed based on the joint substitution rate of products and channels when the supplier and the network platform act as decision makers， respectively. After establishing the revenue sharing contract from the network platform to the supplier， the influence of the joint substitution ratio and revenue sharing ratio on the optimization of the multi-channel supply chain structure is further studied. It is found that the dominant strategy of the platform is to set up an exclusive deal with the supplier and the supplier will choose the multi-channel strategy. Therefore， in the basic channel structure there is no equilibrium solution. That all participants form an exclusive deal is a balanced strategy after the revenue sharing contract is established. The results of the study are of guiding significance to different decision-makers for channel structure selection and optimization in the multi-channel supply chain environment.

Key words: multi-channel supply chain, channel structure design, competitive product, exclusive deal, revenue sharing contract

中图分类号:

F253.2

张淑华，杜晓君，周宝刚. 基于收益共享契约的竞争性产品渠道设计与优化[J]. 东北大学学报:自然科学版, 2019, 40(3): 441-446.

ZHANG Shu-hua ， DU Xiao-jun ， ZHOU Bao-gang. Design and Optimization of Competitive Product Channel Structure Based on Revenue Sharing Contract[J]. Journal of Northeastern University Natural Science, 2019, 40(3): 441-446.

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基于收益共享契约的竞争性产品渠道设计与优化

Design and Optimization of Competitive Product Channel Structure Based on Revenue Sharing Contract

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