Retailers' horizontal merger decision-making in dual-channel supply chain of product differentiation
针对产品差异化双渠道供应链,构建传统零售商横向并购模型,对并购决策进行分析.结果表明:若要使得并购后的利益大于并购前,各方对协同的要求由低到高分; 别是传统零售商、社会总福利、制造商、消费者剩余;达到一定水平的正协同效应时,并购有利于缓解渠道冲突,并使各方受益;传统渠道之间产品差异化程度的提; 高和电子渠道市场份额的增长有利于制造商、消费者和社会总福利从并购中获利,反之则有利于传统零售商在并购中获利.This study aims to establish a model of traditional retailers'; horizontal merger based on the dual-channel supply chain of product; differentiation, and analyze the decision of merger. The study shows; that if the profit is bigger after merging, the threshold of synergy; from lower to higher level is traditional retailers, social welfare,; manufacturer and consumer surplus. When the synergy reaches a certain; positive threshold, the merger will help to ease the channel conflict; and benefit all parties. The increase in the degree of product; differentiation between traditional channels and the growth in the; market share of electronic channels are beneficial for manufacturers,; consumers and social welfare to make a profit from the merger. On the; contrary condition, it will benefit the traditional retailers.