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通过借鉴现实中的在线渠道运营模式,建立了由一个加盟商和一个在线零售商组成的在线渠道模型,其中在线零售商为主导者,加盟商为跟随者,两参与者销售的是相互间完全替代的产品,并且,将消费者退货的那部分需求在两渠道间转移的情况引入到模型中.分别分析了分散决策和集中决策下的最优决策情况,并对两类决策下的收益情况进行了对比.结果发现,集中决策在一定情况下能够实现渠道总收益的增加.结果还表明,位于约束边界和不在约束边界下的最优决策随各参数的变化情况差异很大.最后,通过激励相容契约和借鉴Nash的议价模型来协调在线渠道.
By referring to the actual online channel operation mode, an online channel model consisting of a franchisee and an online retailer is established, in which the online retailer is the leader and the franchisee is the follower. The two participants sell each other completely And substitutes the part of demand returned by consumers into the model of the transfer between the two channels.The paper analyzes the optimal decision-making under decentralized and centralized decision-making separately, and analyzes the return of the two types of decision-making The results show that centralized decision-making can increase the total channel revenue under certain circumstances.The results also show that the optimal decision-making under the bounds of bounds and boundless bounds varies greatly with the parameters.Finally, Encourage compatible contracts and draw on Nash’s bargaining model to coordinate online channels.