公平关切下供应链延保服务渠道策略研究.pdf

摘 要 随着电子商务的快速发展，越来越多的制造商通过搭建多条渠道来扩大自身产品的 销量。在这种趋势下，不同渠道策略非常容易产生渠道冲突，渠道冲突产生后，企业之 间的合作可能出现破裂，甚至结束合作关系。在此背景下，本文提出从线上线下角度探 讨延保服务渠道策略，从渠道冲突角度，分析制造商搭建的线上线下延保服务渠道结构， 制造商通过考虑传统零售商或网络分销商存在的公平关切问题，对延保服务进行合理定 价及利润分配，并为不同渠道结构下的供应链成员提供合理的渠道策略，以维护渠道及 供应链的稳定，为企业在进行渠道策略决策时提供支持。 在供应链延保服务双渠道或多渠道渠道结构下，通过分析制造商与传统零售商或网 络分销商博弈达到均衡策略发现:(1)多渠道延保服务策略下延保服务相关售价要高于 在双渠道延保服务策略下延保服务的售价;(2)制造商搭建多条渠道结构对自身利润更 有利，于此同时容易损害渠道中供应链其他成员传统零售商或网络分销商的利润，更加 容易增加渠道之间的矛盾;(3)随着供应链成员传统零售商或网络分销商的公平关切系 数系数增加，具有公平关切行为的传统零售商或网络分销商的效用会随之下降，制造商 可以通过调整批发价来缓解渠道冲突，此时供应链成员传统零售商或网络分销商的利润 会随之增加而制造商的利润会随之减小;(4)制造商、传统零售商及网络分销商利润在线 下分销线上直销、分销渠道结构下均能取得最大利润，此时整个供应链利润最大。 关键词：公平关切；延保服务；渠道策略；线上线下 研究类型：应用研究 Abstract With the rapid development of e-commerce, more and more manufacturers are expanding their product sales by establishing multiple channels. Under this trend, different channel strategies are prone to channel conflicts. After the channel conflicts occur, the cooperation between enterprises may break down or even end the cooperation relationship. Against this background, this article proposes to explore the extended warranty service channel strategy from an online and offline perspective, and analyzes the online and offline extended warranty service channel structure established by the manufacturer from the perspective of channel conflict. The manufacturer considers the existence of the traditional retailers or online distributors fair concerns, reasonable pricing and profit distribution of extended warranty services, and providing reasonable channel strategies for members of the supply chain under different channel structures, in order to maintain the stability of the channel and supply chain, and provide support for enterprises in making channel strategy decisions . Under the dual-channel or multi-channel channel structure of the extended warranty service in the supply chain, an analysis of the