跟李勇建教授合作完成的一篇关于双渠道的论文，可多少解读近期京东-苏宁的把戏的小文章

Forthcoming in Systems Engineering---Thoery & Practice

On Supply Chain Mixed Channel Problem ConsideringConsumer Behavior

Xu Lei, Li Yongjian

(Business School, Nankai University, Tianjin 300071, China)

Abstract: We study consumer choice in supply chain channel with both networkand retail selling channels, where the purchasing risk in the network sellingchannel and searching cost in the retail selling channel are both considered.Four dual channel structures are addressed to derive the optimal solutions,efficiency of different structures, as well as the impact of network channelentry on incumbent enterprises and supply chain efficiency. We find that, theefficiency of different dual channels depends on the purchasing risk in networkchannel and the searching cost in retail selling channel, and the channel riskcan regulate double marginalization effect in the decentralized supply chain.The market coverage effect and channel competition effects are determined bythe channel suppliers. Moreover, whether the manufacturer provides the networkselling channel or not is related to profit sharing rate, it is better toemploy third-party network partners to provide network selling than by themanufacturer when the sharing rate is beyond a threshold. The results derivedare of a certain theoretical significance.

Keywords: Supply Chain Management; Dual Selling Model; Consumer Behavior;Channel Risk