本文選題：異質(zhì)產(chǎn)品 + 雙渠道沖突�。� 參考：《杭州電子科技大學(xué)》2014年碩士論文

【摘要】：在信息技術(shù)迅速發(fā)展的環(huán)境下，很多企業(yè)逐步開始利用網(wǎng)絡(luò)銷售產(chǎn)品，形成網(wǎng)絡(luò)渠道與傳統(tǒng)渠道共存的雙渠道供應(yīng)鏈（dual-channel supply chain）模式但是，一旦將網(wǎng)絡(luò)渠道引入到固有銷售模式中，，制造商除了是傳統(tǒng)渠道零售商的供應(yīng)商還成為了其競(jìng)爭(zhēng)對(duì)手，從而原有的利益均衡遭到了破壞，勢(shì)必會(huì)造成雙渠道沖突在電子商務(wù)所帶來的巨大銷售機(jī)會(huì)與充滿誘惑的利益面前，制造商顯然不會(huì)為了避免雙渠道沖突而拒絕網(wǎng)絡(luò)渠道，而是不斷尋找合適的協(xié)調(diào)策略來消除與零售商之間的正面沖突然而在同質(zhì)產(chǎn)品雙渠道下的價(jià)格戰(zhàn)愈演愈烈，協(xié)調(diào)難度也越來越大，在這一市場(chǎng)背景下，隨著消費(fèi)者需求的日益多樣化，調(diào)整產(chǎn)品結(jié)構(gòu)也逐漸成為協(xié)調(diào)雙渠道沖突的一種新方法鑒于一系列的復(fù)雜現(xiàn)狀，本文將分析雙渠道沖突的內(nèi)在機(jī)理，并基于異質(zhì)產(chǎn)品視角研究雙渠道沖突協(xié)調(diào)機(jī)制 首先，針對(duì)引起雙渠道沖突的可能原因進(jìn)行定性分析，并基于理論視角揭示了信息對(duì)稱是整個(gè)雙渠道系統(tǒng)實(shí)現(xiàn)優(yōu)化運(yùn)作的前提條件，而非充分條件，在信息對(duì)稱情形下渠道沖突仍可能存在在管理實(shí)踐中，信息不對(duì)稱現(xiàn)象普遍存在于雙渠道系統(tǒng)，則必然導(dǎo)致系統(tǒng)難以高效運(yùn)作所以從信息對(duì)稱和信息不對(duì)稱兩種情形進(jìn)行定量分析，并對(duì)比分析了集中控制與分散控制決策下的系統(tǒng)利潤(rùn)，在此基礎(chǔ)上揭示了雙渠道沖突的內(nèi)在機(jī)理，以及沖突對(duì)整個(gè)系統(tǒng)的實(shí)質(zhì)性影響 其次，從制造商角度出發(fā)，制造商為傳統(tǒng)渠道零售商和網(wǎng)絡(luò)渠道消費(fèi)者提供的產(chǎn)品具有一定差異性（即雙渠道銷售異質(zhì)產(chǎn)品），再將消費(fèi)者偏好引入到消費(fèi)者需求的分析中，利用消費(fèi)者效用理論分析網(wǎng)絡(luò)渠道和傳統(tǒng)渠道的需求情況，并對(duì)比分析不同情形下（無消費(fèi)者返利與提供消費(fèi)者返利兩種情形）的集中控制決策與分散控制決策，在此基礎(chǔ)上，利用兩部定價(jià)-消費(fèi)者返利協(xié)調(diào)機(jī)制對(duì)提供消費(fèi)者返利的異質(zhì)產(chǎn)品雙渠道進(jìn)行協(xié)調(diào)，從而實(shí)現(xiàn)了雙渠道系統(tǒng)的協(xié)調(diào)運(yùn)作，并且數(shù)值仿真分析的應(yīng)用，較好地驗(yàn)證了該協(xié)調(diào)機(jī)制的有效性 最后，基于異質(zhì)產(chǎn)品視角，分析零售商作為異質(zhì)產(chǎn)品來源的雙渠道供應(yīng)鏈的運(yùn)作機(jī)理，利用產(chǎn)品創(chuàng)新程度反映傳統(tǒng)渠道和網(wǎng)絡(luò)渠道所銷售產(chǎn)品的差異化程度，并進(jìn)一步分析在制造商不提供創(chuàng)新水平補(bǔ)償和提供創(chuàng)新水平補(bǔ)償兩種情形下整個(gè)系統(tǒng)的運(yùn)作績(jī)效，最后采用兩部定價(jià)-創(chuàng)新水平激勵(lì)協(xié)調(diào)機(jī)制對(duì)異質(zhì)產(chǎn)品雙渠道系統(tǒng)進(jìn)行協(xié)調(diào)，并且應(yīng)用數(shù)值仿真分析了協(xié)調(diào)機(jī)制的有效性
[Abstract]:With the rapid development of information technology, many enterprises have gradually begun to use the network to sell their products and form a dual-channel supply chain model in which the network channel and the traditional channel coexist. However, once the network channel is introduced into the inherent sales mode, In addition to being a supplier of traditional channel retailers, manufacturers have become competitors, thus undermining the original balance of interests. In the face of the huge sales opportunities and seductive benefits brought about by e-commerce, manufacturers will obviously not reject the network channels in order to avoid the conflicts between the two channels. Instead, we are constantly looking for appropriate coordination strategies to eliminate the direct conflict with retailers. However, the price war under the dual channels of homogeneous products is becoming more and more intense, and coordination is becoming more and more difficult. In this market background, With the increasing diversification of consumer demand, adjusting the product structure has gradually become a new method to coordinate the conflict between two channels. In view of a series of complex situations, this paper will analyze the internal mechanism of the conflict. And based on the perspective of heterogeneous products, the coordination mechanism of conflict between two channels is studied. Firstly, qualitative analysis is carried out on the possible causes of dual channel conflicts, and based on the theoretical perspective, it is revealed that information symmetry is the precondition, not the sufficient condition, for the optimization operation of the whole dual channel system. In the case of information symmetry, channel conflict may still exist in the management practice, and the information asymmetry phenomenon generally exists in the dual channel system. Therefore, the information symmetry and information asymmetry are analyzed quantitatively, and the system profits under centralized control and decentralized control are compared and analyzed. On this basis, the internal mechanism of the conflict between two channels and the substantial influence of the conflict on the whole system are revealed. Secondly, from the manufacturer's point of view, the products provided by the manufacturer to the traditional channel retailer and the consumers of the network channel have certain differences (that is, double channels sell heterogeneous products), and then the consumer preference is introduced into the analysis of consumer demand. This paper analyzes the demand of the network channel and the traditional channel by using the consumer utility theory, and analyzes the centralized control decision and the decentralized control decision under different circumstances (no consumer return and providing consumer return), and on this basis, the paper analyzes the demand of the network channel and the traditional channel, and analyzes the centralized control decision and the decentralized control decision under different circumstances. Using the two-part price-consumer rebate coordination mechanism to coordinate the two channels of heterogeneous products which provide consumers' rebates, thus realizing the coordinated operation of the dual-channel system, and the application of numerical simulation analysis. The effectiveness of the coordination mechanism is well verified. Finally, based on the perspective of heterogeneous products, this paper analyzes the operating mechanism of the dual-channel supply chain of retailers as the source of heterogeneous products, and uses the degree of product innovation to reflect the degree of product differentiation between the traditional channel and the network channel. Furthermore, the performance of the whole system is analyzed under the condition that the manufacturer does not provide the innovation level compensation and the innovation level compensation is provided. Finally, the two-channel system of heterogeneous products is coordinated by the two-part price-innovation level incentive coordination mechanism. The effectiveness of the coordination mechanism is analyzed by numerical simulation.
【學(xué)位授予單位】：杭州電子科技大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2014
【分類號(hào)】：F274

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