基于批发价承诺的供应商侵入策略

Supplier Encroachment Strategies Based on Wholesale Price Commitment

摘要: 随着我国网购经济不断发展，越来越多的品牌商通过开设直销渠道的方式侵入零售市场，本文研究了在考虑产品体验性的背景下，品牌商能够可信地承诺批发价格时的侵入决策。首先分别分析单渠道和双渠道销售时品牌商的均衡决策，而后探讨了产品体验性以及批发价承诺能力对于品牌商侵入策略以及供应链利润的影响。研究发现：当产品体验性中等偏高时，品牌商通过可信地承诺较低的批发价格能够使侵入后双渠道销售的销售量和利润均优于单一渠道销售情形，且零售商能够预知到品牌商的这一决策，从而乐于接受品牌商开通直销渠道，进而实现渠道协调。

Abstract: With the continuous development of Chinese online shopping economy, more and more brands have encroached the retail channel by establishing direct channels. This paper studies the Encroachment decision of brands when they can credibly commit to the wholesale price with the existence of product experience. Firstly, the equilibrium decisions of brand in single-channel and dual-channel are analyzed, and then the effects of product experience and wholesale price commitment on brand encroachment strategy and supply chain profit are explored. It is found that when the product experience is medium high, the sales volume and profit of dual-channel sales can be better than that of single-channel case by the brand owner credibly promising a lower wholesale price which the retailer can predict the decision of the brand in advance, so the retailer is willing to accept the brand establishing the direct channel and realize channel coordination.