【作者】 赵礼强； 郭亚军；

【Author】 Zhao Liqiang1,2 Guo Yajun1 1.Schoolof Business Adminstration,Northeastern University,Shenyang 110006,P.R.China2.Shenyang Institute of Aeronautical Engineering,Shenyang 110034,P.R.China

【机构】 东北大学工商管理学院； 沈阳航空工业学院；

【摘要】 随着电子商务及网络技术的发展,许多制造企业在保持传统渠道的同时增加电子直销渠道来重新构建其分销渠道。近几年渠道战略选择问题引起企业界和理论界的重视。本文运用消费者效用理论建立了多渠道环境下的需求函数,运用博弈论分析了不同渠道结构下的价格策略和利润情况。结论表明,网上购物成本比较低时,制造商最优渠道战略为混合双渠道;网上购物成本比较高时,制造商最优渠道策略为单一传统渠道,最后通过一个实际算例验证了结论。更多还原

【Abstract】 With the rapid development of E-commerce and network,many manufacturers redesign their distrution channel through adding E-market based on traditional channel.This paper develops the aggregate demand function under dual channel based on consumer utility theory,analyzes the pricing strategy and profit under different channel by using game theory,the result shows when the purchase cost from online is low,manufacturer’s optimal channel strategy is dual channnel;when the cost is high,the optimal channel strategy is traditional single channel.Finally the conclusion is approved through numerical illustration.更多还原