东北大学学报（自然科学版）

东北大学学报（自然科学版） ›› 2021, Vol. 42 ›› Issue (10): 1506-1513.DOI: 10.12068/j.issn.1005-3026.2021.10.019

• 管理科学 • 上一篇    下一篇

考虑不适应成本的软件产品销售渠道策略研究

张翠华， 邹宇峰， 李志堂， 马勇   

  1. (东北大学 工商管理学院， 辽宁 沈阳110819)
  • 修回日期:2021-03-12 接受日期:2021-03-12 发布日期:2021-10-22
  • 通讯作者: 张翠华
  • 作者简介:张翠华(1971-)，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(71771044)； 沈阳市科技创新智库决策咨询项目(kxzk2020004)； 沈阳市哲学社会科学规划重点论文项目(SZ202008L).

Research on Software Product Sales Channel Strategies Considering Maladjustment Costs

ZHANG Cui-hua， ZOU Yu-feng， LI Zhi-tang， MA Yong   

  1. School of Business Administration， Northeastern University， Shenyang 110819， China.
  • Revised:2021-03-12 Accepted:2021-03-12 Published:2021-10-22
  • Contact: ZHANG Cui-hua
  • About author:-
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摘要： 基于软件产品渠道多样化背景，区分软件企业的5种渠道销售模式:直销(D)、增值零售(V)、代理(A)、直销与增值零售(DV)、增值零售与代理(VA).考虑顾客对软件产品的不适应成本，建立消费者效用模型，研究软件企业销售渠道的决策问题.采用Stackelberg博弈求解并分析.结果表明:一般情景下双渠道模式优于单渠道模式;不适应成本适中时企业偏好VA模式，仅在其议价能力与定制化成本均较低时采用DV模式;不适应成本高，企业放弃代理渠道;不适应成本较低且定制化费用较高时，企业放弃增值零售渠道;VA模式下代理商服务水平总高于A模式.

关键词: 软件产品;销售渠道;渠道销售模式;渠道策略;不适应成本

Abstract: The diversified background of software product sales channels can be divided into five categories: direct sales(D)， value-added retail(V)， agent(A)， direct marketing and value-added retail(DV)， value-added retail and agent(VA). Considering customers’ maladjustment costs of software products， a consumer utility model was established， and the decision-making problem of the sales channels of software companies was studied. Stackelberg game was used to solve and analyze， whose results showed that the dual-channel model is better than the single-channel model in general scenarios; when the cost is not suitable， software companies tend to choose the VA model. Only when the company’s bargaining power and customization costs are both low， software enterprises should adopt the DV mode for sales. When the cost is not too high， software companies will abandon the agency channel， and the service level of agents in the VA mode is always higher than that in the A mode.

Key words: software product; distribution channel; channel sales pattern; channel strategy; maladjustment cost

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