I 摘要 消费者需求的变化促使企业对产品差异化有更多的探索，越来越多的制造商 基于以质量细分的市场来设计产品线，生产出不同质量水平的产品来覆盖更广大 的市场，同时这也提供给企业更多渠道选择的可能。许多企业采取不同的渠道策 略来销售不同质量的产品，比如一些企业采取“一个零售商”策略，也就是说不管 产品质量的高低，所有产品都由同一个店或者同一个零售商去销售；还有些企业 采取“两个零售商”策略，即不同质量的产品通过不同的店流通出去，通常的做法 是他们将旗下相对高质量的产品通过相对高端一点的店或零售商去销售，而相对 较低质量的产品则由相对低端的店或零售商去销售。 这样的产品差异化策略和渠道选择策略相结合的研究，在现有的文献中并不 多见。因此本文聚焦于质量差异化产品的渠道选择问题，拟建立产品质量水平影 响下的消费者效用模型，并以此为出发点对异质产品制造商的渠道策略进行分析， 从而寻找寡头厂商和垄断零售商或双寡头零售商竞争条件下，不同的渠道策略对 供应链成员利润的影响和确定质量差异化程度的方法。在本文中，生产高质量和 低质量两种产品的制造商，面临两种渠道结构的选择：一是将两种不同质量产品 都通过一个零售商去销售（一个零售商策略，模型O）；另一种是将高质量产品 通过一个零售商去销售，将低质量产品通过另一个零售商分销（两个零售商策略， 模型T）。同时，零售商的渠道类型也涵盖现实的普遍情形：一是实体零售渠道； 二是网络零售渠道，三是混合零售渠道。 研究结果表明，在销售成本相当的实体零售渠道下，异质产品制造商更愿意 选择一个零售商策略；而在网络零售和混合零售渠道下，两个零售商策略比一个 零售商策略更受制造商青睐；高低质量产品的质量差异程度在不同的渠道策略中 也有不同的体现，其中两个零售商策略下的产品质量水平差距更小，这就给制造 商的产品质量决策提供了一定的借鉴意义；同时，本文关注到产品销售成本对各 决策变量的不同影响，这意味着制造商在做产品决策和渠道决策时，不仅要关注 两者之间的联系，还要结合零售商的渠道类型和销售能力进行权衡。 关键词：质量差异化，渠道策略，分销渠道，博弈论 ABSTRACT II ABSTRACT The change of consumer demand has prompted the enterprise to have more exploration on product differentiation. More and more manufacturers design product lines based on the market of quality subdivision, and produce different quality products to cover broader market, which also give the possibility of choosing more channels for enterprises. Many enterprises adopt different channel strategies to sell different quality products. For example, some enterprises adopt a "one-retailer" strategy, that is to say, no matter the quality of the product, all products are sold by the same store or the same retailer. And some enterprises adopt the "two-retailer" strategy, that is, products of different quality are circulated through different stores. In general, high quality products are sold through relatively high-end stores or retailers, while relatively low quality products are sold by relatively low end stores or retailers. The combination of product differentiation strategy and channel selection strategy is rarely seen in the existing literature. Therefore, this paper focuses on the channel selection of quality differentiated products to establish the consumer utility model under the influence of the product quality level, and analyzes the channel strategy of the heterogeneous product manufacturers as a starting point, so as to find the influence of different channel strategies on the profit of members of supply chain and the method of determining the degree of quality difference. In this article, manufacturers of two products of high quality and low quality are faced with the choice of two channel structures: one is to sell two different quality products through one retailer (one-retailer strategy, model O); the other is to sell high quality products through one retailer and distribute low quality products through another retailer (two-retailer strategy, model T). Moreover, there are three kinds of retailers' channel types: one is the entity retail channel; the other is the network retail channel, and the three is the mixed retail channel. The results show that the heterogeneous product manufacturers are more willing to adopt a retailer strategy in a single entity channel, while the two-retailer strategy is more favored by the manufacturer than one-retailer strategy in the network retail and mixed retail channels; The degree of quality difference between high and low quality products is different in different channel strategies. The gap of the product quality level under the ABSTRACT III strategy of two retailers is smaller, which provides a certain reference for the manufacturer's product quality decision. In addition, this article focuses on the different effects of the product sales cost on the decision variables, which implies that the manufacturer should not only pay attention to the relationship between the product and the channel, but also balance the channel type and the sales ability of the retailer in making product decision and channel decision. Key words: quality differentiation, channel strategy, distribution channel, game theory 目录 IV 目 录 第一章 绪论 ................................................................................................. 1 1.1研究背景 .......................................................................................... 1 1.2研究问题及意义 ................................................................................ 3 1.2.1问题提出 ................................................................................. 3 1.2.2研究意义 ................................................................................. 3 1.3研究方法与思路 ................................................................................ 4 1.3.1研究方法 ................................................................................. 4 1.3.2研究思路 ................................................................................. 5 1.4研究内容 .......................................................................................... 5 第二章 理论回顾与述评 ................................................................................. 8 2.1渠道策略 .......................................................................................... 8 2.1.1渠道策略的概念 ....................................................................... 8 2.1.2渠道策略的选择 ..................................................................... 10 2.1.3渠道策略的研究 ..................................................................... 10 2.2异质产品 ........................................................................................ 11 2.2.1异质产品的内涵 ..................................................................... 11 2.2.2异质产品的竞争 ..................................................................... 12 2.2.3异质产品的研究 ..................................................................... 13 2.3产品区隔 ........................................................................................ 14 2.4本章小结 ........................................................................................ 15 第三章 实体销售形式下的渠道选择 .............................................................. 16 3.1 引言 ............................................................................................... 16 3.2 模型假设 ........................................................................................ 17 3.2.1制造商 .................................................................................. 18 3.2.2零售商 .................................................................................. 18 3.2.3消费者 .................................................................................. 18 3.3 模型分析 ........................................................................................ 20 3.3.1 集中控制决策 ........................................................................ 20 3.3.2 分散控制决策 ........................................................................ 21 目录 V 3.3.3 集中决策与分散决策的最优解比较 .......................................... 29 3.4 本章小结 .......................................................................................