本文選題：雙渠道供應(yīng)鏈 + 增值服務(wù)�。� 參考：《南京航空航天大學(xué)》2014年碩士論文

【摘要】：近幾年來隨著互聯(lián)網(wǎng)技術(shù)的深入應(yīng)用與電子商務(wù)的迅速發(fā)展，消費者的購物行為呈現(xiàn)多樣性的特點，越來越多的企業(yè)建立了網(wǎng)絡(luò)直銷渠道，并且與傳統(tǒng)分銷渠道的零售商形成了競爭關(guān)系，因此必然會對傳統(tǒng)分銷渠道帶來很大的沖擊。與此同時，以京東商城、蘇寧易購、亞馬遜等電子商務(wù)平臺為代表的B2C網(wǎng)站以及以淘寶眾多商家為代表的網(wǎng)絡(luò)渠道零售商的交易額正在高速增長，也給傳統(tǒng)分銷渠道帶來很大的沖擊。為減少渠道沖突，增加自身收益，零售商普遍采用為消費者提供增值服務(wù)的方式來充分發(fā)揮傳統(tǒng)分銷渠道的優(yōu)勢，提高自身競爭力。因此在考慮零售商增值服務(wù)的情況下，制造商與零售商如何選擇自己的競爭策略，越來越成為當前供應(yīng)鏈問題的研究熱點。 在零售商提供增值服務(wù)的條件下，論文主要考慮了雙渠道供應(yīng)鏈下零售商提供增值服務(wù)所耗費的成本是否與制造商共享以及零售商增值服務(wù)具有溢出效應(yīng)這兩個因素對供應(yīng)鏈成員競爭策略的影響，在已有文獻的基礎(chǔ)上，重點研究了電子商務(wù)環(huán)境下增值服務(wù)成本信息對于制造商的價值、對供應(yīng)鏈整體收益的影響以及制造商與傳統(tǒng)渠道零售商合作所引發(fā)的服務(wù)溢出效應(yīng)對于網(wǎng)絡(luò)渠道零售商收益的影響等。具體內(nèi)容如下： 本論文首先對當前包含一個制造商與一個傳統(tǒng)零售商，制造商同時擁有直銷與分銷渠道的雙渠道供應(yīng)鏈模型進行了改進，重點考慮了零售商提供增值服務(wù)所耗費的成本對供應(yīng)鏈成員決策的影響，，在市場需求函數(shù)中同時考慮不同渠道市場需求分配比例以及渠道真實價格對需求的影響，并引入了制造商關(guān)于零售商增值服務(wù)成本信息的預(yù)測函數(shù)，運用Stackelberg博弈理論分析了在成本信息共享及私有條件下制造商與零售商的均衡價格與服務(wù)水平、市場結(jié)構(gòu)參數(shù)變化對供應(yīng)鏈成員策略的影響、增值成本信息的價值以及供應(yīng)鏈成員在不同條件下的競爭策略選擇問題。其次考慮了市場中同時包含一個制造商、一個傳統(tǒng)渠道零售商與一個網(wǎng)絡(luò)渠道零售商的情形，傳統(tǒng)渠道零售商與制造商形成合作關(guān)系后因為具有服務(wù)優(yōu)勢而成為相對強勢零售商，而沒有渠道服務(wù)優(yōu)勢的網(wǎng)絡(luò)渠道零售商成為相對弱勢零售商，在考慮傳統(tǒng)渠道零售商服務(wù)對網(wǎng)絡(luò)渠道零售商需求具有溢出效應(yīng)的情況下，研究了各成員獨立決策以及制造商與傳統(tǒng)零售商集中決策兩種條件下的制造商與零售商的策略選擇問題，通過數(shù)值仿真進行了靈敏度分析及收益對比，給出了網(wǎng)絡(luò)渠道零售商從傳統(tǒng)零售商與制造商的合作關(guān)系中獲益的條件等。研究發(fā)現(xiàn)，只有在價格競爭水平較低時，制造商才會選擇與傳統(tǒng)零售商進行合作，零售商之間可以通過提供差異化的價格與服務(wù)來實現(xiàn)“雙贏”，渠道間服務(wù)差異對需求的影響程度與服務(wù)溢出效應(yīng)的相互作用是網(wǎng)絡(luò)渠道零售商能否從這種合作中獲益的關(guān)鍵。
[Abstract]:In recent years, with the deep application of Internet technology and the rapid development of e-commerce, consumers' shopping behavior presents the characteristics of diversity, more and more enterprises have established network direct marketing channels.And with the traditional distribution channel retailers form a competitive relationship, so it will inevitably bring a great impact on the traditional distribution channels.At the same time, the volume of transactions of B2C websites, represented by JingDong Mall, JingDong easy Purchasing, Amazon and other e-commerce platforms, as well as online channel retailers represented by Taobao, is growing at a high speed.It also brings great impact to the traditional distribution channels.In order to reduce channel conflicts and increase their own profits retailers generally adopt the way of providing value-added services to consumers to give full play to the advantages of traditional distribution channels and improve their competitiveness.Therefore, how manufacturers and retailers choose their own competitive strategies has become a hot research topic in the current supply chain under the consideration of retailers' value-added services.Where retailers provide value-added services,This paper mainly considers whether the cost of providing value-added services is shared with manufacturers and whether retailer value-added services have spillover effect on the competition strategy of supply chain members under the dual-channel supply chain.Based on the existing literature, this paper focuses on the value of value-added service cost information to manufacturers in e-commerce environment.The influence on the overall revenue of the supply chain and the effect of service spillover effect caused by the cooperation between manufacturer and traditional channel retailer on the profit of network channel retailer and so on.The details are as follows:In this paper, we first improve the current supply chain model, which includes a manufacturer and a traditional retailer, and the manufacturer has both direct marketing and distribution channels.This paper focuses on the impact of the cost incurred by retailers in providing value-added services on the decision making of supply chain members. In the market demand function, the effects of different channel market demand distribution ratio and channel real price on demand are considered simultaneously.This paper also introduces the predictive function of the manufacturer's cost information about the retailer's value-added service, and analyzes the equilibrium price and service level between the manufacturer and the retailer under the condition of cost information sharing and private ownership by using the Stackelberg game theory.The influence of market structure parameters on supply chain members' strategies, the value of value-added cost information and the selection of supply chain members' competitive strategies under different conditions.Secondly, considering that the market includes a manufacturer, a traditional channel retailer and a network channel retailer at the same time,After forming a cooperative relationship between traditional channel retailers and manufacturers, they become relatively strong retailers because of their service advantages, while network channel retailers with no channel service advantages become relatively weak retailers.Considering the spillover effect of traditional channel retailer service on the demand of network channel retailer,In this paper, we study the policy selection of manufacturers and retailers under the conditions of independent decision of each member and centralized decision of manufacturer and traditional retailer. Sensitivity analysis and profit comparison are carried out through numerical simulation.The conditions for the retailers to benefit from the cooperative relationship between traditional retailers and manufacturers are given.The study found that only when the level of price competition is low will manufacturers choose to cooperate with traditional retailers, and retailers can achieve "win-win" by providing differentiated prices and services.The influence of service differences on demand and service spillover effect is the key to whether the network channel retailers can benefit from this kind of cooperation.
【學(xué)位授予單位】：南京航空航天大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2014
【分類號】：F274;F271;F713.32

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