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在强势零售商推行线上线下同价政策背景下,构建了双渠道(零售商传统渠道和制造商网络直销渠道)和三渠道(零售商传统渠道、零售商网络渠道和制造商网络直销渠道)的竞争模型,通过对比分析两种竞争模型下产品定价及供应链各方的营利水平,深入探讨了强势零售商自主开辟网络渠道对其自身、以及整条供应链的潜在影响,进而指出了三渠道模式下供应链各方实现共赢的可行途径。
Under the backdrop of the strong retailers’ implementation of the policy of online and offline prices, a number of channels, namely, the traditional channel of retailers and the network of manufacturers, and the channel of three channels (retailer traditional channel, retailer network channel and manufacturer network direct channel) By comparing and analyzing the product pricing and the profitability of all the parties in the supply chain under the two competition models, this paper discusses in depth the potential impact of the powerful retailers on their own and the entire supply chain, and then points out the three Feasible way to achieve win-win for all parties in supply chain in channel mode.