Impact of channel power and fairness concern on supplier's market entry decision
Impact of channel power and fairness concern on supplier's market entry decision
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渠道力量和公平性考量对供应商市场进入决策的影响
DOI：
10.1057/s41274-016-0169-0
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发表时间：
2017-12-01
影响因子：
3.6
通讯作者：
Zhang, Jie
中科院分区：
文献类型：
--
作者：
Niu, Baozhuang;Cui, Qinquan;Zhang, Jie
在由一个供应商和一个零售商组成的两阶段供应链中，我们引入渠道权力和公平关注的概念，分析供应商是否开设在线直销渠道的决策。在线渠道下，供应商与零售商在双渠道系统中竞争，但零售商可能会将部分或全部订单转移到另一个供应商作为反制。否则，供应商只获得批发利润，而失去了从网上市场。以在线产品的零售价格和质量为决策变量，我们发现，直接渠道的引入导致在线产品的质量和零售价格的下降。有趣的是，我们发现零售商的利润可能会减少其渠道权力。与纯竞争渠道的结果相比，我们发现，零售商的订单转移策略可能会导致一个双输的情况下，为两家公司，但它可以是一个可信的威胁，供应商的市场进入。我们还发现，供应商的公平性的关注，可能会有效地减少其动机打开一个在线渠道。
In a two-stage supply chain comprising a supplier and a retailer, we incorporate the concepts of channel power and fairness concern to analyze the supplier's decision on whether to open an online direct channel or not. With an online channel, the supplier competes with its retailer in a dual-channel system, but the retailer may shift part or all orders to another supplier as the counteraction. Otherwise, the supplier only obtains the wholesaling profit but loses that from the online market. Taking the retail prices and the quality of the online product as decision variables, we show that the introduction of a direct channel leads to the decline of online product's quality and retail price. Interestingly, we find that the retailer's profit may be decreasing in its channel power. Comparing the outcomes with those from pure competing channels, we find that the retailer's order shifting strategy may result in a lose-lose situation for the two firms, but it can be a credible threat to the supplier's market entry. We also find that the supplier's fairness concern may effectively reduce its incentives to open an online channel.