Distributing the fashion product in direct or retail channel: The impact of fashion level and direct selling cost
Distributing the fashion product in direct or retail channel: The impact of fashion level and direct selling cost
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DOI：
10.1111/itor.13289
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发表时间：
2023-03
期刊：
影响因子：
--
通讯作者：
Haijun Wang;Guanmei Liu
中科院分区：
文献类型：
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作者：
Haijun Wang;Guanmei Liu
我们研究了一个双渠道供应链，其中包括一个零售商和一个制造商，他们生产时尚产品和普通产品。制造商可以直接或通过零售商将时尚产品分销给消费者。通过建立一个博弈模型，我们发现，如果直销成本很小，时装产品将通过直销渠道分销。然而，如果直销成本很小，则即使制造商打算通过零售渠道分销时尚产品，也没有时尚产品通过零售渠道分销。我们的研究结果进一步表明，如果直销成本很小，两家公司都受益于通过直销渠道分销低时尚水平的时尚产品，如果直销成本是中等的，制造商总是受到伤害。通过比较企业通过直接渠道和零售渠道分销时尚产品的利润，我们表明，制造商更喜欢直接向消费者分销时尚产品，而零售商更喜欢在大多数情况下进行普通产品。然而，如果直销成本相当小而时尚产品的时尚水平相当高，或者直销成本相当大而时尚产品的时尚水平相当低，则制造商更愿意通过零售商分销时尚产品，而零售商更愿意携带时尚产品。
We investigate a dual‐channel supply chain with a retailer and a manufacturer who manufactures the fashion product and the common product. The manufacturer can distribute the fashion product directly to consumers or through the retailer. By formulating a game theory model, we find that the fashion product is distributed through a direct channel if the direct selling cost is small. However, if the direct selling cost is quite small, there is no fashion product being distributed through a retail channel even though the manufacturer intends to distribute the fashion product through the retail channel. Our results further reveal that both firms benefit from distributing the fashion product of a low fashion level through a direct channel if the direct selling cost is small, and the manufacturer always hurts from it if the direct selling cost is medium. By comparing the firms' profits from distributing the fashion product through direct and retail channels, we demonstrate that the manufacturer prefers to distribute the fashion product directly to the consumers and the retailer prefers to carry the common product in most conditions. However, if the direct selling cost is quite small and the fashion level of the fashion product is quite high, or the direct selling cost is quite large and the fashion level of the fashion product is quite low, the manufacturer prefers to distribute the fashion product through the retailer and the retailer prefers to carry the fashion product.