本文選題：O2O模式　切入點(diǎn)：服務(wù)供應(yīng)鏈　出處：《東華大學(xué)》2015年碩士論文　論文類型：學(xué)位論文

【摘要】：隨著互聯(lián)網(wǎng)及移動(dòng)互聯(lián)網(wǎng)的電子商務(wù)的迅速發(fā)展，O2O商業(yè)模式日益受到重視，越來越多的傳統(tǒng)行業(yè)企業(yè)通過O2O模式增加競爭力，尤其是服務(wù)行業(yè)。關(guān)于O2O模式的理論研究還沒有形成體系化，因此本文根據(jù)已有的研究成果所提供思考方法，結(jié)合O2O模式和服務(wù)供應(yīng)鏈特點(diǎn)，給出O2O模式下服務(wù)供應(yīng)鏈中各成員的收益模型。 首先，本文根據(jù)O2O商業(yè)模式及服務(wù)供應(yīng)鏈的特點(diǎn)，不考慮任何協(xié)調(diào)機(jī)制，進(jìn)行模型假設(shè)及參數(shù)設(shè)置：供應(yīng)商按銷售額的一定比例向代理商支付傭金，構(gòu)建委托-代理模式下的收益模型，分別對(duì)服務(wù)供應(yīng)商、代理商最優(yōu)收益分析，并進(jìn)行數(shù)值仿真計(jì)算供應(yīng)鏈及各成員收益，并進(jìn)一步分析了傭金率、客戶的評(píng)價(jià)系數(shù)及平臺(tái)代理商的服務(wù)成本系數(shù)對(duì)服務(wù)供應(yīng)鏈利潤的影響，說明O2O模式下服務(wù)供應(yīng)鏈可以通過調(diào)整某些參數(shù)來改善供應(yīng)鏈雙邊際效應(yīng)，，提高平臺(tái)代理商服務(wù)努力水平，從而提高利潤，為后續(xù)協(xié)調(diào)研究作比較。 其次，在基礎(chǔ)收益模型的基礎(chǔ)上，考慮轉(zhuǎn)移支付激勵(lì)機(jī)制，建立該情形下服務(wù)供應(yīng)鏈的收益模型。研究表明轉(zhuǎn)移支付激勵(lì)機(jī)制的利潤要高于基本模型下的收益，并且對(duì)于新增總收益的劃分取決于平臺(tái)代理商和服務(wù)供應(yīng)商之間的討價(jià)還價(jià)能力。并通過分析轉(zhuǎn)移支付下上述參數(shù)對(duì)供應(yīng)鏈?zhǔn)找娴挠绊懀玫睫D(zhuǎn)移支付可使相應(yīng)參數(shù)績效更優(yōu)的結(jié)論。 再次，在轉(zhuǎn)移支付的基礎(chǔ)上，同時(shí)考慮成本分擔(dān)策略，建立該情形下服務(wù)供應(yīng)鏈的收益模型。結(jié)果表明成本分擔(dān)策略下，由于平臺(tái)代理商成本降低，服務(wù)水平提升，供應(yīng)鏈?zhǔn)找嬗兴黾印Ｍ恚ㄟ^分析成本分擔(dān)策略下上述參數(shù)對(duì)供應(yīng)鏈?zhǔn)找娴挠绊�，得到成本分�?dān)策略可使相應(yīng)參數(shù)績效更有的結(jié)論。 最后，對(duì)研究內(nèi)容進(jìn)行了總結(jié)與評(píng)價(jià)，并提出了進(jìn)一步的研究方向。
[Abstract]:With the rapid development of electronic commerce on the Internet and mobile Internet, more and more enterprises in traditional industries increase their competitiveness through the O2O model. Especially in the service industry. The theoretical research on the O2O model has not yet been systematized, so this paper combines the O2O model and the characteristics of the service supply chain according to the thinking methods provided by the existing research results. The income model of each member in the service supply chain under O _ 2O mode is given. First of all, according to the characteristics of O2O business model and service supply chain, and without considering any coordination mechanism, this paper makes the model assumption and parameter setting: the supplier pays commission to the agent according to a certain proportion of the sales volume. The income model under the principal-agent model is constructed to analyze the optimal income of service providers and agents respectively. Numerical simulation is carried out to calculate the revenue of the supply chain and its members, and the commission rate is further analyzed. The influence of customer evaluation coefficient and service cost coefficient of platform agent on the profit of service supply chain shows that service supply chain can improve the double marginal effect of supply chain by adjusting some parameters under O _ 2O mode. Improve the platform agent service level, thereby increasing the profit, for the follow-up coordination study to make a comparison. Secondly, on the basis of the basic income model, considering the incentive mechanism of transfer payment, the profit model of the service supply chain under this situation is established. The research shows that the profit of the incentive mechanism of transfer payment is higher than that of the basic model. And the division of the new total income depends on the bargaining power between the platform agent and the service provider, and through the analysis of the impact of the above parameters on the supply chain income under the transfer payment, The conclusion that transfer payment can improve the performance of the corresponding parameters is obtained. Thirdly, on the basis of transfer payment and considering the cost sharing strategy, the profit model of the service supply chain is established. The results show that the cost of the platform agent is reduced and the service level is improved under the cost sharing strategy. In the same way, by analyzing the effect of the above parameters on the supply chain income under the cost sharing strategy, the conclusion that the cost sharing strategy can make the performance of the corresponding parameters more effective is obtained. Finally, the research contents are summarized and evaluated, and further research directions are proposed.
【學(xué)位授予單位】：東華大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2015
【分類號(hào)】：F274

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