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本文基于效用理论,在零售商与制造商提供的服务分别对对方产生正、负外溢效应的前提下,通过建模分析求解双方的服务水平及利润水平变化情况。研究结果表明,双向服务外溢系数共同决定零售商的最优服务水平,当正外溢系数较大时,零售商选择故意让制造商搭便车以保证自身利润,当负外溢系数较大时,零售商选择降低服务水平以减少成本投入。双向外溢系数的增大均会引起制造商服务水平的提高,并且双向外溢效应的存在会削弱零售商的利润水平,提高制造商的利润水平,即双向服务外溢效应下的混合渠道供应链中双方提供服务的好处均被制造商获得。
Based on the utility theory, this paper analyzes the service level and profit level changes of both parties through the modeling analysis under the premise that the services provided by retailers and manufacturers have positive and negative spillover effects on each other. The results show that the two-way service spillover coefficient jointly determines the retailer’s optimal service level. When the positive spillover coefficient is large, the retailer chooses to deliberately let the manufacturer free ride to ensure its own profit. When the negative spillover coefficient is large, the retailer Choose to reduce service levels to reduce costs. The increase of two-way spillover coefficient will lead to the improvement of manufacturer’s service level, and the existence of two-way spillover effect will weaken the profit level of retailers and improve the profit level of manufacturers, that is, both parties in the mixed channel supply chain under the effect of two-way service spillover The benefits of providing services are obtained by the manufacturer.