电子商务环境下双渠道供应链的渠道选择与协调-管理科学与工程专业论文.docxVIP

Abstract In the e-commerce era, Chinas market economy has been growing rapidly. With the increasing market competition, the traditional supply chain channel encounters a huge hit from e-commerce channel. Facing the competition enterprises continue to open up a variety of different e-commerce channels to make their profits and the whole supply chain the best. Especially small and medium manufacturers and retailers combine with their own situation. It becomes a serious problem that how to choose a different e-commerce channels , but it has also become a hot academic research. This paper summarizes dual channel selection and coordination of the supply chain from the scholars. From small and medium sized manufacturers’ and retailers’ point of view, we consider that how to open up a different e-commerce channels with a strong e-commerce distributors and the strategy of the identical price. By means of Stackelberg game theory and Hotelling model, dual channel supply chain modes are established. This paper analyzes the impact of different situations to prove distribution channel management and further provide decision support. The main contents and conclusions of the article is as follows: For small and medium manufacturing enterprises on E-business environment, we consider two classes of dual-channel supply chains. On one hand, the first class of dual-channel chain consists of internet direct distribution channel and traditional retail channel, and on the other hand, the second one concludes internet indirect distribution channel and traditional retail channel. By means of Stackelberg game methods, a pricing strategy model where manufacturers as leaders in pricing strategy and another pricing strategy model where e-commerce distributors as leaders in pricing strategy are established, respectively. Well-posedness conditions of different distribution channels choices are characterized. The numerical results illustrate that in the internet indirect distribution channel, di