本文以由强势零售商和双渠道制造商组成的供应链为研究对象,引入服务竞争溢出效应,研究了服务溢出效应与市场份额对零售商产生的影响,即零售商利润随服务溢出效应系数的增大先增大后减小。进一步,得出了分散决策下的最有决策与集中决策下的最有决策,并比较分析了分散决策下与集中决策下供应链整体利润的大小,得出集中决策由于分散决策的结论。 In this paper, the supply chain composed of strong retailers and dual-channel manufacturers is taken as the research object, the spillover effect of service competition is introduced to study the impact of service spillover effect and market share on retailers. That is, the profit of retailers depends on the spillover effect coefficient Increase first increase and then decrease. Further, the most decision-making under the decentralized decision-making and the most decision-making under the centralized decision-making are obtained, and the overall profit of the supply chain under the decentralized decision-making and the centralized decision-making is compared and analyzed. The conclusion of the centralized decision-making is obtained by decentralized decision-making.