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研究由制造商和品牌商组成的混合渠道贴牌生产供应链渠道结构优化问题,制造商通过直销和贴牌两条渠道销售产品.通过与单一渠道比较,分别推导出制造商和品牌商选择混合渠道的依据和优越性,进而归纳出双方共同接受混合渠道的制造商生产成本和品牌商品牌溢价优化条件,分析了渠道转移系数对双方构建混合渠道结构条件的影响,得出了制造商生产成本和品牌商品牌溢价作为竞争要素的互动决策改进贴牌供应链整体绩效的优化机理.
This paper studies the channel structure optimization of the mixed channel OEM production supply chain composed of the manufacturer and the brand owner, and the manufacturer sells the product through the two channels of direct sales and OEM.Through comparison with the single channel, it is deduced that the manufacturers and the brands choose to mix The basis and superiority of the channel, and then summed up the manufacturers’ production costs and brand premium optimization conditions that the two parties jointly accept the mixed channel, analyzed the influence of channel transfer coefficient on the construction of the mixed channel structure between the two parties, and obtained the manufacturer’s production cost And brand premium as the competitive factor of interactive decision-making to improve the overall performance of the OEM supply chain optimization mechanism.