中文摘要：

针对零售商处于价格领导权的渠道结构，本文在考虑不同渠道分销效率和产品的在线渠道接受度的基础上，探讨了制造商引入在线渠道时采用不同的定价策略对渠道所产生的效应。研究表明，在线渠道相对传统渠道的分销效率足够低的情况下，传统渠道的销售量肯定会由于在线渠道的引入而增加；如果采用批发价格保持不变的定价策略，当产品在线渠道的客户接受度较低、直接在线渠道相对传统零售渠道效率足够低的条件下，在线渠道的导入对制造商、零售商和渠道整体均是有利的，引入在线渠道会取得成功；而其他情况，在线渠道引入会有利于制造商和整体渠道，而不利于零售商，易于产生渠道冲突。

英文摘要：

Aiming at the channel structure of retailer Stackelberg leadership, the channel effect when one manufacturer introduce direct online channel is discussed in this paper based on the consideration of both the different channel efficiencies and the product online acceptation degree of customer. Some results are showed that when the distribution efficiency of online channel is lower than the distribution efficiency of traditional channel enough, the sales in traditional channel will increase after the introduction of online channel. If the pricing strategy of fixed wholesale price is adopted, when the product online acceptation de- gree of customer is low and the distribution efficiency of online channel is lower than the distribution effi- ciency of traditional channel, the introduction of online channel is beneficial to the manufacturer, the re- tailer and the channel. Then, the introduction will be successful to the manufacturer. Under other condi- tions, the introduction of online channel is beneficial to the manufacturer and the channel, but disadvanta- geous to the retailer. As a result, the channel collision will appear.