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

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