Abstract: To study the impact of channel service levels and product perceived value on cross-border dual-channel supply chain decisions and members profits in the supply market of an overseas manufacturer and a domestic manufacturer,a consumer utility function that considered service levels was constructed,and the optimal decisions of the dual-channel supply chains each member with Stackelberg game model was studied.The research proved that the dual marginal utility of the supply chain could be alleviate when the cross-border electronic channel service level was close to the traditional channel;and the dual marginal utility of the supply chain would be aggravate when the perceived value of domestic products was close to the product perceived value of any channel of the cross-border products.

Key words: cross-border e-commerce, Stackelberg game, supply chain management, service, channel competition

摘要： 为了探究在一个境外制造商和一个国内制造商的供方市场中,渠道服务水平和产品感知价值对跨境双渠道供应链决策和各成员收益的影响,构建考虑服务水平的消费者效用函数,并通过Stackelberg博弈模型研究双渠道供应链各成员的最优决策。研究证明,当跨境电子渠道与传统渠道的服务水平接近时,将缓解供应链的双重边际效用;国内产品的感知价值接近跨境产品任意一个渠道的产品感知价值时,将加剧供应链的双重边际效用。

关键词: 跨境电商, Stackelberg博弈, 供应链管理, 服务, 渠道竞争