Channel Selection Models For Product-Service Supply Chain Under Different Market Structures

With the economic development and the popularity of e-commerce,product circulation channel shows a diversified trend.But in a departure from previous observances,not only can product directly sell to customers through the network and offline stores,but also through service provider by bundling sales.Distrinct channel strategies have a significantly impact on the manufacturer's market coverage and consumer demand for their products,and ultimately affect the profitability of the manufacturer.Therefore,channel selection has been a significant component of the market strategy for manufacturers and service providers.Nevertheless,few study on product-service supply chain has been involved in existing research,and there is no foundation that can be referd to when companies make decisions.In order to propose reliable management recommendations,a complete mathematical model will be established in this thesis,to research how manufacturers and service providers to choose the channel strategy under different market structure,and the different market structure is mainly embodied in market power and the cost structure.With the market power and the cost structure,four models will be considered in this thesis,including manufacturer-service provider equilibrium model,leading manufacturer-service provider equilibrium model,leading manufacturer –efficient service provider stackelberg model,leading manufacturer – inefficient service provider stackelberg model.And in each model the optimal price for four different channel strategies will be calculated,then profit comparison and conclusion will be drawn to obtain the optimal strategy.Fruitful research results have been obtained,including optimal channel strategies under different circumstances for manufacturers and service providers,a all new anti-monopoly regulation measure.From the view of supply chain,final selection may be the dual channel bundling or efficient service provider bundling,cost structure of supply chain determines the final choice and the critical point among the two channel strategies depands on the market power between the manufacturer and service providers.In the perspective of service providers,there exists a dominant strategy-cooperating with the manufacturer,and optimal profit can be obtained through adjusting the intensity of competition between service providers.From the point of the manufacturer,the support to inefficient service providers can balancd the strength of the two,in order to maintain the leadership position in the market.To government,the balance of market power between two service providers can be achieved by controlling the manufacturer's channel strategy,so as to oppose monopoly.