Abstract: Aiming?at?the?problems?existing?in?double?channel?distribution?of?commercial?chain?store,?the?model?of?optimizing?double?channel?distribution?is?proposed,?in?which?head?office?of?chain?store?cooperates?with?branches?in?dealing?with?electronic?order.?Then,?the?influence?of?the?synergy?on?sale?revenue,?stock?cost,?transportation?costs?and?profits?in?double?channel?distribution?is?analyzed?deeply?and?the?conditions?of?which?the?synergy?distribution?dominates?the?independent?distribution?are?investigated.?Therefore,?these?conclusions?can?offer?reference?to?decision-making?of?commercial?chain?store?to?optimize?double?channel?distribution.

Key words: commercial chain store , dual channel distribution , synergy and optimization ;

摘要： 针对商业连锁企业双渠道分销存在的问题,提出了连锁总店与连锁分店在电子订单处理等方面相协同的双 渠道分销模式,分析了协同对双渠道分销中销售收入、库存成本、运输成本及利润等要素的影响,并求得了双渠道 协同分销优于双渠道独立分销的条件,进而为商业连锁企业的双渠道分销优化提供了决策参考。

关键词: 商业连锁企业, 双渠道分销, 协同优化