双渠道供应链产品推广策略研究

张焕勇 曾国钰 许惠媛

摘  要：消费者的购买选择和产品价格、供应商和零售商的产品推广行为密切相关，基于此，构建供应商主导的双渠道供应链模型，分析三种不同策略对供应链成员利润的影响，探讨利润变化和消费者渠道偏好的关系，同时拓展讨论了价格不一致的情况。研究结果表明，双渠道产品价格一致时，仅供应商在线上推广会提高供应商的利润，但不一定能提高零售商利润，零售商参与推广后，当消费者对线下渠道的偏好处于某个区间时，供应商和零售商的利润都增加;价格不一致时，供应商在线上推广既能提高供应商利润，也能增加零售商利润。

关键词：双渠道供应链;推广策略;渠道偏好

中图分类号：F274    文献标识码：A

Abstract： The purchasing choice of consumers is closely related to the product price and the product promotion behavior of suppliers and retailers. This paper constructs a supplier-led dual-channel supply chain model， analyzes the impact of three different strategies on the profits of supply chain members， discusses the relationship between profit changes and consumers' channel preferences， simultaneously， this paper expands to discuss situations where prices are inconsistent. The results of the study show that， compared with non-promotion， when the price of the two channels is the same and only the vendor promotes the product online， it will increase the profit of the supplier， but the profit of the retailer may not increase. After the retailer participates in the promotion， when the consumer's preference for offline channels is in a certain interval， the profits of both the supplier and the retailer increase; when prices are inconsistent and supplier promotes online， both supplier profits and retailer profits can increase.

Key words： dual-channel supply chain; promotion strategy; channel preferences

0  引  言

面对竞争激烈的市场环境，供应链成员逐渐意识到渠道推广的重要性，例如，知名国产手机品牌小米最早在线上出售手机，通过线上社区推广的方式打开知名度，后来推广到线下，在线下铺货，铺设“小米之家”旗舰店;新近崛起的国产美妆品牌完美日记通过小红书等线上平台推广产品，扩大产品知名度。除了小米和完美日记，还有越来越多的品牌或者产品选择先在线上推广，逐步辐射到线下渠道的推广策略进行产品推广，因此，在何种条件下供应链成员会进行产品推广，推广后会对供应链造成什么影响成为亟待解决的问题。

推广又称广告、销售努力、促销等，双渠道供应链的产品推广问……