Analysis of online dual-channel supply chain based on service level of logistics and national advertising

Li-hong He; Xi Liao; Zhe George Zhang; Peter Haug

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Analysis of online dual-channel supply chain based on service level of logistics and national advertising

机译：基于物流服务水平和国家广告的在线双渠道供应链分析

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Withthefastgrowthofe-commerce,notonlymanymanufacturershaveengagedindirectonlinesales,butalsoretailersenterthee-commercialmarkettoincreasetheirsales.Inaddition,duetothecomputerliteracypenetration,moreconsumersarewillingtomakepurchasesonlineforconvenienceandtimesaving.Inpractice,manufacturersmayhavetwoweb-basedsellingchanneloptions,sellingproductsthroughe-retailersorsellingproductsdirectlytocustomersthroughtheirownwebsites.Inthispaper,weconsideranonlinedual-channelsupplychainconsistingofonemanufacturerandonee-retailer,inwhichcustomerscanpurchaseproductsfromeitherthee-retailerchannelorthemanufacturer’swebsitechannel.Suchatwo-channelsystemnotonlycreatesunprecedentedopportunities,butalsoaddsnewcompetitionbetweenthemanufacturerande-retailerchannels.Thispaperfocusesonthestrategiesofthemanufacturerandthee-retailerundertwopricedecisionmodels,pricinguniformlybythemanufacturerorpricingseparately.Wealsoconsidertheeffectofthenationaladvertising,whichcanstimulatepotentialpurchasebehaviourtosomedegree.Itisassumedthatthedemandissimultaneouslyinfluencedbypriceandlogisticsservicelevel.Wefindthatthelogisticslevelisproportionaltothee-retailpriceunderfourdifferentmodels.Inaddition,thelogisticsservicelevelpositivelyinfluencesthenationaladvertisingexpenditureofthemanufacturer.Usingnumericalanalysis,wefindthatwhenthemanufacturerdecidestoinvestinthenationaladvertisingandbothplayersofsupplychainsetpriceseparately,boththesupplychainandcustomerscanachieveawin-winsituationifthee-retailerimprovesitsbargainingpower.

机译：Withthefastgrowthofe电子商务，notonlymanymanufacturershaveengagedindirectonlinesales，butalsoretailersenterthee-commercialmarkettoincreasetheirsales.Inaddition，duetothecomputerliteracypenetration，moreconsumersarewillingtomakepurchasesonlineforconvenienceandtimesaving.Inpractice，manufacturersmayhavetwoweb-basedsellingchanneloptions，sellingproductsthroughe-retailersorsellingproductsdirectlytocustomersthroughtheirownwebsites.Inthispaper，weconsideranonlinedual-channelsupplychainconsistingofonemanufacturerandonee零售商，inwhichcustomerscanpurchaseproductsfromeitherthee-retailerchannelorthemanufacturer'swebsitechannel.Suchatwo-channelsystemnotonlycreatesunprecedentedopportunities，butalsoaddsnewcompetitionbetweenthemanufacturerande-retailerchannels.Thispaperfocusesonthestrategiesofthemanufacturerandthee-零售商采用两种价格模式，分别由制造商统一定价。我们还考虑了全国性广告的效果，可以刺激潜在的购买行为降低到一定程度。 e.Itisassumedthatthedemandissimultaneouslyinfluencedbypriceandlogisticsservicelevel.Wefindthatthelogisticslevelisproportionaltothee-retailpriceunderfourdifferentmodels.Inaddition，thelogisticsservicelevelpositivelyinfluencesthenationaladvertisingexpenditureofthemanufacturer.Usingnumericalanalysis，wefindthatwhenthemanufacturerdecidestoinvestinthenationaladvertisingandbothplayersofsupplychainsetpriceseparately，boththesupplychainandcustomerscanachieveawin-winsituationifthee-retailerimprovesitsbargainingpower。

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《Quality Technology and Quantitative Management》 |2016年第4期|共页
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Li-hong He; Xi Liao; Zhe George Zhang; Peter Haug;
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1. Research on Cooperative Advertising Decisions in Dual-Channel Supply Chain Under Asymmetric Demand Information When Online Channel Implements Discount Promotion [J] . Kai JI Management Science and Engineering . 2016,第4期

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2. Game theoretic analysis for advertising models in dual-channel supply chains [J] . Wang Ningning, Zhang Ting, Fan Xiaojun, International Journal of Production Research . 2020,第1a2期

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3. ADVERTISING GAMES ON NATIONAL BRAND AND STORE BRAND IN A DUAL-CHANNEL SUPPLY CHAIN [J] . Yang Lei, Ji Jingna, Chen Kebing Journal of industrial and management optimization . 2018,第1期

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4. RFID-enabled quality controlled logistics as a tool to improve the sustainability of chilled produce distribution and supply chains: a critical analysis based on the features of actual international supply chains [C] . P. T. Kidd, Xuan-Tien Doan Virtual International Conference on Innovative Production Machines and Systems . 2010

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5. Extending vendor-managed inventory into alternate supply chains: A simulation analysis of costs and service levels. [D] . Southard, Peter Benjamin. 2001

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6. A Time Scheduling Model of Logistics Service Supply Chain Based on the Customer Order Decoupling Point: A Perspective from the Constant Service Operation Time [O] . Weihua Liu, Yi Yang, Haitao Xu, -1

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8. Customer Service Analysis of Tactical Air Command Base Level Supply Support [R] . Flores, E. 1990

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Analysis of online dual-channel supply chain based on service level of logistics and national advertising

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