%0 Journal Article
%T 双渠道供应链制造商分销策略研究与分析<br>Research and Analysis on the Distribution Strategy of Manufacturers in Dual-Channel Supply Chain
%A 陈智
%J Modern Marketing
%P 146-156
%@ 2160-7370
%D 2025
%I Hans Publishing
%R 10.12677/mom.2025.151015
%X 本文考虑由一个制造商和一个电商平台组成的双渠道供应链系统&#65292;其中平台提供批发和代理两种销售合约&#65292;制造商还可以通过直营的方式将产品直接卖给消费者。分析平台的佣金率和直营渠道的单位运营成本对产品造成的影响&#65292;制造商和平台的销售决策以及产品运营方案。<br>This paper considers a dual-channel supply chain system consisting of a manufacturer and an e-commerce platform, where the platform provides two types of sales contracts: wholesale and agency. The manufacturer can also sell products directly to consumers through direct sales. This paper analyzes the impact of the platform&#8217;s commission rate and unit operating costs of direct sales channels on products, as well as the sales decisions of manufacturers and platforms and product operation plans.
%K 双渠道供应链&#65292
%K 制造商&#65292
%K 分销策略<br>Dual-Channel Supply Chain
%K Manufacturer
%K Distribution Strategy
%U http://www.hanspub.org/journal/PaperInformation.aspx?PaperID=108193