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随着双渠道供应链的发展,消费者的搭便车行为导致的渠道冲突逐渐成为各方关注的焦点。在双渠道供应链中,依据消费者获取的收益和来源的不同,将搭便车行为进行分类,并从信息特征、价格差异、渠道转换成本和渠道偏好等角度剖析搭便车行为产生的动因,最后从市场划分、产品差异化、双线同价、服务成本共担和收益共享等方面,提出缓解或规避搭便车行为的对策建议。
With the development of dual-channel supply chain, the channel conflicts caused by the free-riding behavior of consumers gradually become the focus of attention of all parties. In the dual-channel supply chain, based on the different incomes and sources obtained by consumers, the free-riding behavior is classified and the motivation for free-riding behavior is analyzed from the perspectives of information characteristics, price differences, channel switching costs and channel preferences. Finally, From the market division, product differentiation, the same price with two lines, the sharing of service costs and revenue sharing, we put forward some countermeasures and suggestions to ease or circumvent free-riding behavior.