李永飞等

摘要：基于博弈理论，研究了纯零售、纯直销及双渠道并存三种模式下，考虑质量及其改进的双渠道供应链协调问题。重点就质量改进对协调销售渠道、价格、销售量及系统总利润等进行了研究。研究发现三种模式下，均存在市场均衡，均衡时混合渠道情形的纯零售模式，对系统最为有利。纯零售模式下，批发价及直销价较低时，制造商质量改进会降低系统整体利润，批发价与直销价较高时则相反，零售商质量改进对系统整体利润影响较小，但可扩大市场销量。纯直销模式下，制造商质量改进，系统总利润下降，零售商质量改进，系统总利润增加。双渠道并存模式下，制造商质量改进，系统总利润及直销渠道的销量增加，而零售商质量改进，则与系统各方销量及利润无关。

关键词：双渠道供应链协调；质量改进；零售渠道；网络直销渠道

中图分类号： F272.3；F274 文献标识码：A

Study on Dual-channel Supply Chain Coordination with Considering Quality Improvement

LI Yong-fei 1， SU Qin2， ZHENG Jing3

（1. School of Economic and Management， Xi'an University of Posts and Telecommunications， Xi，an 710061 China； 2. School of Management， Xian Jiaotong University， Xi，an 710049； 3. Shaanxi Coal Chemical Materials Group Binchang Branch， Xian Yang 712000）

Abstract： Based on game theory， we study dual-channel supply chain coordination problems respectively under pure retail， pure direct selling and dual-channel co-existence modes with considering quality improvement. Focused on how does quality and its improvement impact the equilibrium distribution channel， pricing， sale quantity and total system profit. Our study is found that the market equilibrium respectively exists in the three modes. The max system profit will be gotten at the mixed channel case of pure retail mode under the market equilibrium condition of the three modes. Under pure retail mode， when the wholesale price and direct selling price are lower， the quality improvement of manufacturer will be reduced， but the total system profit will be increased when the wholesale price and direct selling price are higher. Under pure retail mode， the total system profit will be less impacted but the market sales can be expanded by quality improvement of retailer. Under pure direct mode， total system profit will be declined with quality improvement of the manufacturer but the total system profits will be increased with quality improvement of retailer. Under the coexistence of dual channel mode， the total system profit and sale quantity will be increased with quality improvement of manufacturer but the quality improvement of retailer have nothing to do with the profit and sale quantity of system parties.

Keywords： dual-channel supply chain coordination； quality improvement； retail channel； direct online channel

1引言

随着经济全球化与电子商务业务的快速发展，目前传统的单一零售渠道模式已不能满足市场激烈竞争的需求，已逐渐转变为零售与直销渠道长期共存模式[1]。消费者既可通过零售渠道直接接触产品实物并可在现场对质量进行检验，提出相应的质量改进建议，也可通过网络直销渠道，消除零售渠道中普遍存在的代理、批发、零售等诸多中间环节，较大幅度降低制造商销售成本和销售时间并进一步减少消费者购买成本及购买时间。

与此同时，现实情况中的零售及网络直销双渠道供应链是由利益相对独立的多个企业通过联盟或合作关系组成的分散式供应链，易出现“双重边际化”或者“牛鞭效应”等不良现象[2]。……