考虑实体店公平关切的制造商线上入侵策略研究

在单一线下模式销售的基础上，考察制造商以转销模式进行线上入侵和以代销模式进行线上入侵这两种模式，通过数理推导和数值仿真得到的研究结果表明：（1）当实体店具有公平关切心理时，制造商进行线上入侵总是有利的。（2）当消费者对线上渠道接受程度较高且实体店公平关切程度较低时，制造商将以转销模式进行线上入侵；当消费者对线上渠道接受程度较低时，制造商会以代销模式进行线上入侵，并不受实体店公平关切程度的影响；而当消费者对线上渠道接受程度适中且实体店的公平关切程度较高时，制造商倾向于以转销模式进行线上入侵。（3）无论制造商选择哪种模式进行线上入侵，制造商的线下零售价格始终高于线上。此外，随着实体店公平关切程度的增强，线上渠道和线下渠道的零售价均会同步提高。

The Strategy of Manufacturer's Online Channel Considering Physical Store's Fairness Concern

Under the development of e-commerce, selling online has become a useful choice to encroach the market for manufacturers. This paper focuses on the suppliers' online encroachment by the mode of reselling and agency selling and compares the differences of wholesale prices, retail prices and manufacturers' profits under three sale modes. The influence of the fairness concern of physical stores on supplier' choice of online sales modes is examined. The results show that: (1) Different from previous studies that online encroachment may harm the interests of suppliers, this paper finds that it is always advantageous for suppliers to encroach under the influence of retailers' fairness concerns.. (2) When consumers have a higher acceptance of online products, suppliers will choose reselling to encroach if the fairness concern of physical store is low at the same time; When the consumer's acceptance of online products is moderate, if the physical store has a higher level of fairness concern, the suppliers choose the agency selling, while manufacturers will always choose reselling to encroach if consumers have a higher acceptance of online products.(3) In different online sales modes, The offline selling price is always higher than the online price. With the increase of physical store fairness concerns, both online and offline sales prices will rise.