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中文摘要：
在物理产品基础上附加增值服务,为顾客提供差异化的增值服务,已经成为企业竞争市场的新模式。基于消费者效用理论,研究作为供应链主导方的制造商在通过传统渠道零售商分销其产品的同时,引入直销增值服务渠道对供应链各方的定价、市场份额和利润的影响,探讨制造商愿意引进增值服务渠道的条件。研究结果表明,引入增值服务渠道可以减轻价格双重边际效应,有效地扩大整个市场需求,但是零售商的利润总是受损的。制造商通过实施非负的转移支付可以实现双方利润的帕累托改进。
英文摘要：
With the intensive competition in the marketplace,more and more firms begin to integrate their products with differentiated add-values services to compete customers.Competition based on service is becoming a new paradigm for supply chain management.Based on the consumer utility theory,the paper studied the manufacturer,who acted as the leader in Stackelberg game,introduced a direct add-value service channel to compete with the traditional retailer which only offers products to customers.The effect of the competition on the pricing,market share and profit allocation of the supply chain was analyzed.The condition that the manufacturer was willing to introduce the add-value services channel was derived.With the introducing of the add-valued service channel,the double marginalization in the supply chain is alleviated;the total market share is enlarged.However,the traditional retailer＇s profit is reduced.And it can create a win-win situation if the manufacturer provides nonnegative transfer payment to the retailer.
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