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为了研究促销对双渠道供应链的协调作用,考虑由单一制造商和单一零售商组成的两级供应链系统,制造商可以通过网络直销渠道将产品销售给顾客,也可以通过传统的零售渠道将产品销售给顾客,渠道需求都受价格和促销投入水平的影响。本文对比分析了有促销努力和无促销努力两种情况下双渠道供应链的绩效问题,并进一步探讨了制造商促销投入对双渠道供应链的协调作用。分析得到制造商一定程度的促销努力可以实现双渠道供应链的parto改进,一定程度上实现了双渠道的协调。
In order to study the coordinating role of promotion on dual-channel supply chains, considering a two-stage supply chain system consisting of a single manufacturer and a single retailer, manufacturers can sell the products to customers through the network direct sales channel, or through traditional retail channels Product sales to customers, channel demand are affected by the price and promotion input levels. This paper compares and analyzes the performance of the dual-channel supply chain in both cases with and without promotional efforts and further explores the coordinating role of the manufacturer’s promotional input in the dual-channel supply chain. The analysis shows that some efforts of manufacturers to promote sales can achieve the improvement of parto of the two-channel supply chain, and to some extent, the coordination of the two channels can be realized.