In a dual-channel supply chain where coexist direct sales and distribution,aiming at consumer showroom and pseudo-showroom behavior,based on game theory,this paper constructs a two-cycle game model of manufacturers dominate the two models of"online direct and offline distribution"and"offline direct and on-line distribution",discusses the simplified calculation method of the model,analyzes the optimal channel choice of manufacturers when facing consumer showroom and pseudo-showroom behavior.The main conclusions can be drawn as follows.Firstly,With the total number of people in the market remaining unchanged,The greater the number of consumers who reach the direct sales channel,the higher the revenue for the manufac-turer;Secondly,When consumers are more willing to switch to purchase,the best decision of the manufacturer is to choose the"offline direct and online distribution"mode,realize the Pareto improvement of the market;Thirdly,The greater the number of consumers who initially arrive at the direct sales channel,the manufac-turer more likely to choose an"offline direct and online distribution"model.
关键词
展厅行为/反展厅行为/直销分销/线上线下/渠道选择
Key words
Showrooming/Pseudo-Showrooming/Direct Selling and Distribution/Online and Offline/Channel Selection
维普
万方数据