关键词: 双渠道供应链, 渠道模式, 定价决策, 实体店, 电商

Abstract:

E-commerce on internet provides manufacturers the opportunity of approaching consumers directly, other than gathering consumers’ information from intermediate retailers. As a result, online sales suggest another distribution channel besides traditional offline channel, where products are only sold in brick-and-mortar stores. In this paper, we use a stylized theoretical model to analyze the relationships among channel members including manufacturers, brick-and-mortar stores and e-retailers. Firstly, we examine the pricing strategies of channel members under different channel structures. After that, we evaluate the impact of channel structure on channel members’ expected profits. The results show that compared to the channel structure where the manufacturer sells its products through an independent brick-and-mortar store and its own online store, the online price and the offline price will be higher if she sells its products through an independent brick-and-mortar store and an independent e-retailer. When the rent of the e-business platform exceeds the threshold, the online price and the offline price will reaches highest in the channel structure where the manufacturer sells its products through an independent brick-and-mortar store and an agency e-retailer. We also find that the rent of the e-business platform decreases by product value for buying online, but increases by the brick-and-mortar’s sales cost. If the rent lies in the reasonable interval, the e-retailer prefers to be an agency.

Key words: Dual-Channel Supply Chain, Channel Structure, Pricing Policy, Brick-and-mortar Store, e-Retailer