商业研究

商业研究

• 商经理论 • 上一篇    下一篇

参照效应、渠道竞争和线上销售模式选择

浦徐进，冀博文，孙书省   

  1. （江南大学 商学院，江苏 无锡〓214122）
  • 收稿日期:2018-10-13 出版日期:2019-02-15
  • 作者简介:浦徐进（1979-），男，江苏无锡人，江南大学商学院教授，管理学博士，研究方向：供应链管理；冀博文（1995-），女，河北涞水人，江南大学商学院研究生，研究方向：行为运筹；孙书省（1994-），男，安徽怀宁人，江南大学商学院研究生，研究方向：供应链管理。
  • 基金资助:
    教育部人文社会科学研究规划基金项目“基于数据驱动的食品供应链安全协同治理机制研究”，项目编号：18YJAZH068。

Reference Effect, Channel Competition and Online Sales Model Selection

PU Xu-jin, JI Bo-wen, SUN Shu-xing   

  1. (School of Business, Jiangnan University, Wuxi 214122, China)
  • Received:2018-10-13 Online:2019-02-15

摘要： 在线上线下并存型供应链环境下，考察消费者参照效应的表现形式，通过构建制造商、实体店和电商之间的博弈模型，研究消费者参照效应对于制造商选择线上销售模式的影响。理论推导和数值仿真的结果表明，消费者参照效应和电商佣金比例将综合影响制造商对线上销售模式的选择：若消费者的参照效应感知系数较小，当电商佣金比例较低或较高时，制造商将选择代销模式；当电商佣金比例适中时，制造商将选择转销模式。若消费者的参照效应感知系数较大，当电商佣金比例较低时，制造商选择代销模式；当电商佣金比例较高时，制造商选择转销模式。在不同的市场条件下，制造商线上销售模式选择和实体店线上销售模式偏好可能一致，也可能存在冲突。无论制造商在线上渠道选择转销模式还是代销模式，线下零售价始终高于线上零售价。然而，线上销售模式的变化将会对实体店服务水平产生影响。上述研究结论能够为线上线下渠道实现融合发展提供理论指导。

关键词: 双渠道供应链, 参照效应, 转销, 代销

Abstract: In the online and offline supply chain environment, this paper examines the manifestations of consumer reference effect, and studies the influence of consumer reference effect on manufacturers′choice of online sales mode by constructing game models among manufacturers, physical stores and businesses.The results of theoretical deduction and numerical simulation show that the consumer reference effect and the proportion of commission will affect the manufacturer′s choice of online sales mode synthetically: if the consumer′s perception coefficient of reference effect is small, when the proportion of commission is low or high, the manufacturer will choose the consignment mode; when the proportion of commission is moderate, the manufacturer will choose the resale mode. If the consumer′s perception coefficient of reference effect is large, when the proportion of e-commerce Commission is low, the manufacturer will choose consignment mode; when the proportion of e-commerce Commission is high, the manufacturer will choose resale mode.Under different market conditions, manufacturer′s choice of online sales mode may be consistent with the preference of physical store′s online sales mode, or may conflict with each other. Whether the manufacturer chooses the retail mode or the consignment mode, the retail price offline is always higher than the retail price offline. However, changes in online sales patterns will have an impact on the service level of physical stores. The above conclusions can provide theoretical guidance for the integration of online and offline channels.

Key words: Dual-channel Supply Chain, reference effect, reselling, agency selling