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企业在通过传统渠道销售商品的同时选择网络渠道直销商品的混合渠道分销模式,给供应链管理带来了挑战,同时也为学术界提出了新的研究课题。本文在梳理相关文献的基础上,分析了混合渠道分销模式下渠道冲突产生的原因及影响,探讨了价格竞争及相应的协调机制,阐述了混合渠道分销对库存决策变量的影响,并对相关研究的主要假设和外部环境进行了归纳。最后,本文对供应链混合渠道分销研究进行了总结,并讨论了扩展研究的方向。
Enterprises in the traditional channel sales of goods through the choice of online channel distribution channels of mixed goods distribution model, brought challenges to the supply chain management, but also for the academic community has proposed a new research topic. On the basis of reviewing related literature, this paper analyzes the causes and impacts of channel conflicts under the hybrid channel distribution model, discusses price competition and corresponding coordination mechanisms, elaborates the influence of hybrid channel distribution on inventory decision variables, and discusses relevant research. The main assumptions and the external environment have been summarized. Finally, this article summarizes the study of supply chain hybrid channel distribution and discusses the direction of extension research.