混合销售渠道两级供应链决策和优化研究.pdfVIP

第 39 卷第 1 期 V o l. 39 N o. 1 2011 年 2 月 J OU RN AL O F ZH EJI AN G U NI VERSIT Y O F T E CH NO L OGY Feb . 20 11 , , ( , 310023) : 研究了具有混合销售渠道的供应链决策及优化问题, 引入 电子 务初始投资程度系数 和消 费者对电子 务的信任程度系数 , 利用效用理论建立了传统渠道和电子销售渠道 中消费者对 品价值评价无差别情况下的需求函数, 分别求出单 一渠道和混合渠道下不同竞争结构下的最优决 策. 通过对比分析得出三种竞争结构下 与必须满足不同的条件才能使混合渠道供应链优于单 一渠道的供应链, 并分析两 个因素对供应链效益优化的影响. 最后给出数值分析. : 供应链; 混合渠道; 销售; 电子 务; 优化 : F252. 21 : A : 100 430 3( 20 11) 0 100750 Research on the decisionmaking and optimization of twostage supply chain with hybrid sales channels H U Y anjuan , PI Deping, Y E Deyou ( Coll ege of Bu siness A dminist rat ion, Z hejian g U nivers ity of T echnology , Hangzh ou 310023, China) Abstract: T he decisio nmaking and opt imizatio n problem s of supply chain w it h hybr id sales channels are studied in t his paper . T he initial inv est ing level co ef ficient of elect ronic co mmerce and t he consumers credibilit y coeff icient t o t he elect ro nic co mmerce ar e int roduced. T he t he ut ilit y t heor y is used t o set up t he demand f unct ions under t he undiff erent iat ed v aluat ion of g oods f rom co nsum er s bo th in t radit io n channel and elect ronic channel. T he opt imal decisions under dif f erent competit ive st ruct ur es ar e obt ained under t he sing le channel and hybrid channel separat ely. Based o n com parat ive analy sis, w e f ind t hat and mu st sat isf y diff erent condit ions so t hat t he mix ed channel supply chain could be bet t er than a single channel under t he t hree compet it ive st ruct ures. T hen t he im pact of and on t he