双渠道供应链制造商分销策略研究与分析
Research and Analysis on the Distribution Strategy of Manufacturers in Dual-Channel Supply Chain

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，其中平台提供批发和代理两种销售合约，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，制造商和平台的销售决策以及产品运营方案。
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’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.