供应链
背景(考古学)
业务
激励
频道(广播)
经济盈余
产业组织
感知
价值(数学)
营销
微观经济学
经济
计算机科学
市场经济
古生物学
计算机网络
神经科学
机器学习
福利
生物
作者
Qian Xu,Haisha Zheng,Huaming Song
标识
DOI:10.1145/3603955.3603984
摘要
Considering a secondary supply chain composed of a manufacturer and a retailer, this paper investigates the manufacturer's channel encroachment strategy in the context of online reviews. We examine the impact of encroachment on supply chain members' pricing and consumer surplus. The difference between consumers' value perception of products in retail and direct sales channels is considered in this paper. The research shows that: 1) Encroachment is not necessarily detrimental to the retailer. When the perceptual difference coefficient is moderately high and the online review is negative, encroachment benefits the retailer. 2) It is not necessarily wise for the manufacturer to encroach. The higher the online review scores, the stronger the manufacturer's incentive to encroach. It is worth noting that the manufacturer will always encroach regardless of the online review scores in some cases. 3) The profits of the manufacturer and the retailer are not always opposed, and there are situations where the encroachment results in a win-win situation. 4) Encroachment always increases consumer surplus. Overall, our insights provide theoretical guidance of channel encroachment for enterprises to carry out e-commerce transformation.
科研通智能强力驱动
Strongly Powered by AbleSci AI