具有服务溢出效应的双渠道供应链竞争.PDFVIP

20 6 系 统 管 理 学 报 Vol. 20 No. 6 2011 11 Journal of Systems Management Nov. 2011 : 1005-2542( 2011) 06-064 - 10 罗美玲, 李 刚, 孙林岩 ( , 710049) = 基于消费者效用理论, 在考虑服务具有溢出效 的情况下, 研究了供 商引入直销电子渠道对 传统零售渠道的服务搭便车问题, 分析了搭便车行为对供 链参与方决策以及供 链绩效的影响研究结 果表明, 直销渠道的搭便车行为抑制了零售商提供服务的积极性, 导致零售商的利润受损构建了基于供 商和零售商共同分担服务成本的供 链协调机制, 促进了零售商服务水平的提高, 改善了供 链整体绩效和 参与双方的利润 : 供 链协调; 双渠道; 服务溢出; 搭便车 : C 931 : A Competition in a Dua-l Channel Supply Chain with Service Spill-Over Effect L UO M ei-ling , L I Ga ng , S UN L in-y a n ( The M anagement School of Xi. an Jiaotong U niversity , The State Key Lab for Manufacturing Systems Engineering, The Key Lab of the M inistry of Education for Process Control Efficiency Engineering, Xi. an 710049, China) =Abstract Based on the consumer utility theory and considering spillover effect of services, w e study the free riding problem w hen a supplier introduces direct sale channel w hile there exists a traditional sales channel, and analyze the impact of free riding on the decisions of supply chain members and its perform- ance. T he result suggests that free-riding restrains the initiative of the retailer from providing services, and reduces the total profit. T o motivate the retailer to improve service level thus improve the performance of the supply chain, w e propose a supply chain coordination mechanism w ith service cost sharing betw een the supplier and the retailer . With the coordination mechanism, not only can the service level be improved, but also the profits of the supply chain members and the supply chain performance are increased. Key words: supply chain coordination; dua-l channel; service spil-l over; free-riding