【摘要】 用非合作博弈模型化了Internet零售商的交付渠道选择机制,通过比较分析不同渠道模式下的均衡期望收益,给出了虚拟供应链下游零售商之间进行横向合作的参数范围,并且通过数值模拟,得到了该参数范围随着模型关键参数(如营销效率系数和需求相关系数)变化而变化的趋势,不但拓展了交付渠道选择的研究范围,而且为Internet零售商们的运营实践提供了有价值的参考框架。更多还原

【Abstract】 The choice mechanism of fulfillment channel of etailers is modeled by non-cooperation game.The extent in which horizontal cooperation between traditional retailer and e-tailers is given by comparative analysis of expected profits under different fulfillment channels.By numerical simulation,the situation in which the channel is preferred by e-tailers is characterized by the key parameters such as the coefficient of marketing efficiency and relativity of demand.The research not only enriches the field of fulfillment channel choice in supply chain,but also provides new insight for managers in retailing practice.更多还原