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School of Management, University of Science and Technology of China
Research Issues On Electronic Commerce
Channel Conflict?渠道冲突?
教师:芶清龙
School of Management, USTC
Research Issues On Electronic Commerce
Today’s Topic
While more and more manufacturers began to sell their products directly to the consumers over the Internet, is there any conflicts between the traditional channel and the direct channel?
当越来越多的制造商开始直接将其产品通过因特网直销给消费者的时候,传统的零售渠道与直销渠道之间是否存在冲突?
School of Management, USTC
Research Issues On Electronic Commerce
To avoid “Channel Conflict”
Levi Strauss & Co. (李维公司) About Levi Strauss
第一个发明牛仔裤的人,创立了著名品 Levi’s , 1979年,李维公司在美国国内总销售额达 13.39 亿美元,国外销售盈利超过 20 亿美元,雄居世界 10 大企业之列,他由此成为最富有的牛仔裤大王。
关于李维公司的更多信息
School of Management, USTC
Research Issues On Electronic Commerce
李维公司 (Levi Strauss & Co.) 于 1998 年 11 月开始在其网站 levis.com 上销售特色牛仔裤。用户可在网上浏览到 40 种左右不同风格的款式。这几乎囊括了当时列维牛仔裤系列的所有样式,其选择余地远远大于 3,000 多家列维牛仔裤销售店中的绝大多数。该公司发言人杰夫.贝克曼 (Jeff Beckman) 认为 levis.com 的销售灵便而快捷。
但 1999 年 1 月,李维公司突然停止了网上直销的战略。“我们觉得必须与零售商贴得更近,”贝克曼说,“好几家零售商曾表示愿意在网上销售我们的产品,其中一些并对(在 levis.com 上独家销售的)策略提出质疑。”
School of Management, USTC
Research Issues On Electronic Commerce
To avoid “Channel Conflict”
About Herman Miller Inc., Herman Miller 是一家全球性办公家具制造商,其子公司、
销售点、经销商及授权商遍布北美、亚太、欧洲、中东、非洲和拉丁美洲的 40 多个国家,为世界各地各个角落的消费者提供完善的服务。总公司位于美国密歇根州的 Zeeland市。在美国、意大利和英国都有其制造基地。 .
有关Herman Miller Inc.的更多信息
School of Management, USTC
Research Issues On Electronic Commerce
To avoid “Channel Conflict”
Herman Miller Inc., Tried to convince retailers that their direct channel taps custome
r segments that would otherwise not buy.Herman Miller Inc., Zeeland, Mich., which manufactures office furniture,
is careful to explain to its dealers that its online efforts are targeting the home office market, a segment that its dealer network wasn’t serving. (Keenan 1999,p.18)
Keenan, W. J. 1999. E-commerce impacts channel partners. Indust. Week 248(14) 18
School of Management, USTC
Research Issues On Electronic Commerce
How to analyze the “channel conflict”?
如何分析“渠道冲突”? Research Questions (研究问题) : How does the addition of a direct channel to the conventional retail cha
nnel affect the pricing strategies, the sales, and the profits of a vertically integrated firm? (新增直销渠道对传统零售渠道在定价策略,销量以及利润等方面有何影响?)
What is the impact of the customer channel preference on the dual-channel problem? (双渠道对顾客渠道偏好有什么影响?)
These questions are analyzed by
Chiang et al. (2003), “Direct Marketing, Indirect Profits: A Strategic Analysis of Dual-Channel Supply-Chain Design ”, Management Science, 49(1), pp.1-20.
School of Management, University of Science and Technology of China
Research Issues On Electronic Commerce
Direct Marketing, Indirect Profits: A Strategic Analysis of Dual-Channel Supply-Chain Design
Works of Chiang et al. (2003)
School of Management, USTC
Research Issues On Electronic Commerce
Traditional Channel Model传统渠道模型
Manufacturer
Consumer
Retailer
v: 消费者价值
pr: 零售价格
w: 批发价格
cr: 制造成本
School of Management, USTC
Research Issues On Electronic Commerce
有关消费者剩余的相关假设
School of Management, USTC
Research Issues On Electronic Commerce
消费者购买条件与需求函数(传统情形)
School of Management, USTC
Research Issues On Electronic Commerce
成本与利润函数(传统情形)
School of Management, USTC
Research Issues On Electronic Commerce
独立决策的 Nash均衡
School of Management, USTC
Research Issues On Electronic Commerce
集中决策的最优解
School of Management, USTC
Research Issues On Electronic Commerce
Direct Marketing引入直销渠道之后
Manufacturer
Consumer
Retailer
pr: 零售价格
w: 批发价格
cd: 直销边际成本
v: 消费价值
直销渠道
pd: 直销价格
θ v : 消费价值
cr: 零售边际成本
School of Management, USTC
Research Issues On Electronic Commerce
消费者对直销渠道的接受度 θ
School of Management, USTC
Research Issues On Electronic Commerce
直销渠道的消费者剩余
School of Management, USTC
Research Issues On Electronic Commerce
消费者选择:直销 or 零售
School of Management, USTC
Research Issues On Electronic Commerce
School of Management, USTC
Research Issues On Electronic Commerce
School of Management, USTC
Research Issues On Electronic Commerce
School of Management, USTC
Research Issues On Electronic Commerce
School of Management, USTC
Research Issues On Electronic Commerce
School of Management, USTC
Research Issues On Electronic Commerce
引入直销渠道之后的系统总利润
School of Management, USTC
Research Issues On Electronic Commerce
School of Management, USTC
Research Issues On Electronic Commerce
School of Management, USTC
Research Issues On Electronic Commerce
( 7 )式最大值存在条件
School of Management, USTC
Research Issues On Electronic Commerce
School of Management, USTC
Research Issues On Electronic Commerce
直销渠道接受程度的意义
注意:上述结论成立的一个必要条件是制造商和零售商是一个整体。
School of Management, USTC
Research Issues On Electronic Commerce
当零售商和制造商各自为政的时候Manufacturer
Consumer
Retailer
pr: 零售价格
w: 批发价格
cd: 直销边际成本
v: 消费价值
直销渠道
pd: 直销价格
θ v : 消费价值
cr: 零售边际成本
School of Management, USTC
Research Issues On Electronic Commerce
制造商利润函数
零售商利润函数
dddrrm QcpQcw )()(
rrr Qwp )(
School of Management, USTC
Research Issues On Electronic Commerce
更多分析过程(略) 决策过程
制造商首先给出批发价 cr 和直销价格 pd, 然后零售商会根据相应的价格制定自己的零售价格。
求解过程 首先对任意给定的 cr 和 pd, 我们求解零售商利润最
大的 pr ,从而得到零售上的反应函数 pr=f(cr,pd); 将零售商的反应函数带入制造商的利润函数,然后求解使得制造商利润最大的 cr 和 pd.
School of Management, USTC
Research Issues On Electronic Commerce
相关结果的一个实例