本文選題：供應(yīng)鏈管理 + 直銷(xiāo)渠道　； 參考：《華南理工大學(xué)》2014年碩士論文

【摘要】：隨著信息化技術(shù)的廣泛應(yīng)用，互聯(lián)網(wǎng)技術(shù)以及電子商務(wù)得到飛速發(fā)展，消費(fèi)者的購(gòu)物行為也發(fā)生了變化，開(kāi)設(shè)網(wǎng)絡(luò)直銷(xiāo)渠道逐漸成為企業(yè)的另一種銷(xiāo)售方式。由于網(wǎng)絡(luò)直銷(xiāo)渠道與傳統(tǒng)零售渠道各自擁有不可替代的優(yōu)點(diǎn)。因此，很多企業(yè)同時(shí)開(kāi)設(shè)網(wǎng)絡(luò)直銷(xiāo)渠道與傳統(tǒng)零售渠道，雙渠道供應(yīng)鏈管理問(wèn)題也成為學(xué)者們研究的熱點(diǎn)。 雙渠道供應(yīng)鏈管理模型是指同時(shí)含有網(wǎng)絡(luò)直銷(xiāo)渠道與傳統(tǒng)零售渠道，已有的雙渠道供應(yīng)鏈模型大都是分析一個(gè)銷(xiāo)售期內(nèi)供應(yīng)商、零售商的定價(jià)問(wèn)題，，其模型都是建立在基于產(chǎn)量即銷(xiāo)量的基礎(chǔ)上，即產(chǎn)品都能在一個(gè)銷(xiāo)售期內(nèi)剛好售完。但是，現(xiàn)實(shí)生活中產(chǎn)品很多都不是只有一個(gè)銷(xiāo)售期，像服裝類，都會(huì)有正價(jià)銷(xiāo)售期與打折季。因此，本文從兩個(gè)銷(xiāo)售期的角度出發(fā)，分別分析制造商與零售商的最優(yōu)定價(jià)決策。 結(jié)合實(shí)際情況，本文考慮了顧客對(duì)直銷(xiāo)渠道的認(rèn)可度以及考慮顧客對(duì)產(chǎn)品的評(píng)價(jià)值隨時(shí)間的變化率兩個(gè)因素。通過(guò)建立相應(yīng)的數(shù)學(xué)決策模型，分別分析供應(yīng)商與零售商在集中決策與分散決策下的定價(jià)問(wèn)題。通過(guò)對(duì)模型的分析，本文給出了供應(yīng)商與零售商在不同的直銷(xiāo)渠道認(rèn)可度下的最優(yōu)定價(jià)決策。然后本文通過(guò)參數(shù)分析，并結(jié)合數(shù)值例子，分析了各個(gè)參數(shù)對(duì)利潤(rùn)的影響，研究發(fā)現(xiàn)：與傳統(tǒng)的只含有一個(gè)銷(xiāo)售期的雙渠道供應(yīng)鏈管理問(wèn)題相比，含兩個(gè)銷(xiāo)售期的雙渠道供應(yīng)鏈管理在大部分情況下都是能提高供應(yīng)商以及整個(gè)供應(yīng)鏈的利潤(rùn)；同時(shí)可以發(fā)現(xiàn)利潤(rùn)與成本之間并不是簡(jiǎn)單的負(fù)相關(guān)關(guān)系，在有些情況中，存在一個(gè)臨界成本，當(dāng)其成本大于這個(gè)臨界值會(huì)使得其利潤(rùn)與成本呈現(xiàn)出正相關(guān)關(guān)系。最后本文對(duì)集中決策與分散決策的利潤(rùn)進(jìn)行比較，發(fā)現(xiàn)集中決策時(shí)，整條供應(yīng)鏈的利潤(rùn)比分散決策時(shí)的利潤(rùn)大，因此本文考慮引入供應(yīng)鏈協(xié)調(diào)機(jī)制來(lái)增加制造商以及零售商的利潤(rùn)，從而降低制造商與零售商之間因?yàn)楦?jìng)爭(zhēng)而產(chǎn)生的利潤(rùn)損失。
[Abstract]:With the wide application of information technology, Internet technology and e-commerce have been rapid development, consumer shopping behavior has also changed, the opening of network direct marketing channels has gradually become another way of sales enterprises. Because of the network direct selling channel and the traditional retail channel each has the irreplaceable advantage. Therefore, many enterprises simultaneously open the network direct marketing channel and the traditional retail channel, the double channel supply chain management question also becomes the hot spot which the scholar studies. The double channel supply chain management model refers to both the network direct marketing channel and the traditional retail channel. The existing two channel supply chain models are mostly to analyze the pricing problems of the suppliers and retailers in a sales period. The models are based on volume or sales, that is, products are sold out within a sales period. However, in real life, many products are not just one sales period, such as clothing, there will be positive sales period and discount season. Therefore, from the point of view of two sales periods, this paper analyzes the optimal pricing decisions of manufacturers and retailers respectively. Combined with the actual situation, this paper considers the customer's acceptance of the direct selling channel and the change rate of the customer's evaluation value with time. By establishing the corresponding mathematical decision model, the pricing problems of suppliers and retailers under centralized and decentralized decisions are analyzed respectively. Through the analysis of the model, this paper gives the optimal pricing decision of suppliers and retailers under different recognition of direct selling channels. Then, through parameter analysis and numerical examples, this paper analyzes the influence of each parameter on profit, and finds that: compared with the traditional double-channel supply chain management problem with only one sales period, Two-channel supply chain management with two sales periods can improve the profit of suppliers and the whole supply chain in most cases. At the same time, it can be found that there is not a simple negative correlation between profit and cost, in some cases, There is a critical cost, when the cost is greater than this critical value, the profit and cost show a positive correlation. Finally, the paper compares the profit of centralized decision with that of decentralized decision, and finds that the profit of the whole supply chain is larger than that of decentralized decision. Therefore, this paper proposes to introduce the supply chain coordination mechanism to increase the profits of manufacturers and retailers, so as to reduce the loss of profits caused by competition between manufacturers and retailers.
【學(xué)位授予單位】：華南理工大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2014
【分類號(hào)】：F274;F713.32

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