多渠道环境下产品分销及协调策略

文中构建了由一个制造商与一个零售商组成的双渠道供应链模型，提出了三种不同条件下的决策模型。研究了双渠道环境下产品分销及协调结构中的利益分享。研究发现品牌差异化并不是协调渠道冲突的主导分销策略。制造商采用协调结构并进行利益分享可以最大化整个供应链的利益，同时对于每个渠道成员都是双赢的。

Product Distribution and Coordination Strategies in Dual-channel Supply Chain

We build a dual -channel supply chain model consisting of a manufacturer and a retailer in this paper .We propose three different stucture in different context .In this study,we focus on the strategic roles played by product distribution and coordinative structure with profit sharing in the dual -channel context .We analyse model to show that the brand differentiation is not a dominant distribution strategy to coordinate the channel conflict .The manufacturer employs a coorperative structure with profit sharing to maximize the entire distribution of channel profit and create a win -win channel strategy for each channel member .