Abstract: This paper studies effects of in-store service on supplier’s launching direct channel. We find that the supplier always chooses to launch the direct channel considering high and low in-store service. In addition, the value of the dual supply chain is higher than that of the single channel. To our surprise, the retailer does not always suffer from supplier encroachment. In model, when the in-store service is low, the retailer benefits from supplier encroachment, when the in-store service is high, the retailer suffers from supplier encroachment. In model, the retailer benefits from the supplier encroachment, namely “win-win” outcomes for the supplier and the retailer when Poisson arrival rate of consumers is high, the retailer suffers from the supplier encroachment, namely “win-lose” outcomes for the supplier and the retailer when Poisson arrival rate of consumers is low.

Key words: poisson arrival rate of consumers, in-store service, supplier channel, direct channel

摘要： 研究零售店内服务能力对供应商开通直销渠道的影响。研究发现:无论零售店服务能力如何,供应商均倾向开通直销渠道,双渠道供应链利润高于单渠道供应链利润。然而,直销渠道并非总是侵蚀零售商利润。系统中顾客逗留时间模型中,(1)零售店内服务能力较低时,直销渠道增加零售商利润;(2)零售店内服务能力较高时,直销渠道侵蚀零售商利润。列队中顾客等待时间模型中,(1)顾客到达率较低时,直销渠道侵蚀零售商利润;(2)顾客到达率较高时,直销渠道增加零售商利润。

关键词: 顾客到达率, 服务能力, 供应链, 直销渠道