Abstract: In a two-echelon supply chain consisting of a dominant manufacturer and a retailer, this paper studies whether the manufacturer needs to introduce a direct channel through considering unit production operating cost in a direct channel and consumer regional difference. The two partners’ optimal pricing strategies and the relate profits are investigated. The analysis suggests that running a direct channel will force the retailer to reduce the retail price on retail channel, but it will not influence the wholesale price on retail channel. The manufacturer always benefits from direct channel not only in the decentralized supply chain but also in the coordinated supply chain, but it is adverse for the retailer. It is beneficial for the retailer only when the unit production operating cost in a direct channel is high and the regional difference among consumers is large. In such a case, a win-win outcome for the manufacturer and the retailer can be achieved.

Key words: supply chain competition, direct channel, coordination

摘要： 在考虑直销渠道单位产品运作成本和消费者区域性差异特点的情况下，研究了处于主导地位的制造商开通直销渠道的条件，探讨了直销渠道对渠道需求、制造商和零售商的最优定价和利润的影响。结果表明，开通直销渠道不影响制造商的批发价定价，但可以迫使零售商降低零售价格；开通直销渠道使制造商在分散式供应链中和协调式供应链中都能获得更多利润，使零售商利润减少；只有当运作成本和消费者区域性差异都很大时，开通直销渠道对双方都是有利的，实现“双赢”局面。

关键词: 供应链竞争, 直销渠道, 协调