本文選題：直銷渠道 + 傳統(tǒng)渠道　； 參考：《南京大學(xué)》2015年碩士論文

【摘要】：在經(jīng)濟(jì)全球化快速發(fā)展的今天,電子商務(wù)的作用越來(lái)越明顯,它不僅時(shí)刻改變著消費(fèi)者的消費(fèi)觀念和消費(fèi)行為,也影響著商品的制造者—制造商以及商品的出售者—零售商二者的經(jīng)營(yíng)理念。為進(jìn)一步擴(kuò)大自己的市場(chǎng),促進(jìn)供應(yīng)鏈的扁平化,節(jié)約成本,供應(yīng)鏈成員在電子商務(wù)的環(huán)境中開始紛紛建立的網(wǎng)絡(luò)直銷渠道,開辟了一個(gè)與傳統(tǒng)零售渠道完全不同的銷售渠道。本文正是針對(duì)這一現(xiàn)實(shí)基礎(chǔ),具體展開了對(duì)電子商務(wù)環(huán)境下零售商與制造商的決策研究。首先在假設(shè)的前提條件下分別建立了傳統(tǒng)單一渠道、僅零售商建立直銷渠道、僅制造商建立直銷渠道、二者同時(shí)建立直銷渠道等四種雙渠道供應(yīng)鏈模式的理論模型,然后在假設(shè)供應(yīng)商和制造商定價(jià)博弈符合stackelberg的基礎(chǔ)上求解模型,得到不同供應(yīng)鏈模式下供應(yīng)鏈成員最優(yōu)的定價(jià)、銷量以及利潤(rùn)等問(wèn)題的解析表達(dá)式。在理論模型求解的基礎(chǔ)上,分別以供應(yīng)鏈成員為研究主體,提出了四種可能的渠道選擇策略：(1).僅零售商單獨(dú)建立直銷渠道；(2)僅制造商單獨(dú)建立直銷渠道；(3)零售商隨著制造商建立自己的網(wǎng)絡(luò)直銷渠道；(4)制造商隨著零售商建有自己的直銷渠道。給出了在參數(shù)在一定關(guān)系的條件下的定價(jià)策略以及渠道選擇策略。最后借助算例分析,為文中的參數(shù)設(shè)定一定的取值,在相關(guān)軟件的幫助下,分析供應(yīng)鏈成員的定價(jià)、銷量以及利潤(rùn)與消費(fèi)者偏好系數(shù)的關(guān)系,并給出消費(fèi)者偏好系數(shù)在某一特定范圍內(nèi)時(shí),供應(yīng)鏈成員分別應(yīng)當(dāng)采取的渠道選擇策略以及定價(jià)策略,以此來(lái)得到定量的結(jié)論,使結(jié)果更加直觀。本研究對(duì)電子商務(wù)下供應(yīng)鏈成員的決策問(wèn)題有一定的參考意義,同時(shí)也豐富了雙渠道供應(yīng)鏈的相關(guān)理論。
[Abstract]:Today, with the rapid development of economic globalization, the role of electronic commerce is becoming more and more obvious. It not only changes consumers' consumption concepts and behaviors at all times,It also affects the business philosophy of producers-manufacturers and sellers-retailers.In order to further expand their own market, promote the flat supply chain, save costs, supply chain members in the e-commerce environment began to establish a network of direct marketing channels, opened up a completely different from the traditional retail channels of sales channels.Aiming at this realistic foundation, this paper studies the decision-making of retailers and manufacturers in e-commerce environment.First of all, under the hypothetical premise condition, the traditional single channel is established separately, only the retailer establishes the direct selling channel, only the manufacturer establishes the direct marketing channel, and both establish the theoretical model of the four kinds of double-channel supply chain mode, such as the direct marketing channel, the direct selling channel and so on.Then the model is solved on the assumption that the supplier and manufacturer pricing game conforms to stackelberg, and the analytical expressions of the optimal pricing, sales volume and profit of supply chain members under different supply chain models are obtained.On the basis of solving the theoretical model, four possible channel selection strategies are put forward, which are the members of the supply chain as the main body.Only retailers set up direct marketing channels alone (only manufacturers establish direct sales channels alone) retailers build their own direct sales channels with manufacturers) manufacturers build their own direct sales channels with retailers.The pricing strategy and channel selection strategy are given under the condition that the parameters are related to each other.Finally, with the help of the example analysis, the paper sets a certain value for the parameters in the paper, and with the help of relevant software, analyzes the relationship between the pricing, sales volume, profit and consumer preference coefficient of the supply chain members.When the consumer preference coefficient is in a certain range, the channel selection strategy and pricing strategy should be adopted by the members of the supply chain respectively, so as to get the quantitative conclusion and make the result more intuitive.This study has a certain reference significance for the decision of supply chain members under e-commerce, and enriches the relevant theory of dual channel supply chain.
【學(xué)位授予單位】：南京大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2015
【分類號(hào)】：F724.6

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