本文選題：雙渠道供應(yīng)鏈 + 零售商服務(wù)偏差風(fēng)險(xiǎn)　； 參考：《燕山大學(xué)》2014年碩士論文

【摘要】：近年來，電子商務(wù)行業(yè)迅速崛起，占據(jù)了重要的市場地位。隨后，第三方物流也開始迅猛發(fā)展。在這一行業(yè)背景下，大型企業(yè)的制造商們紛紛開辟線上直銷渠道與線下零售渠道并存的銷售模式。然而隨著雙渠道模式的出現(xiàn)，渠道沖突也隨之產(chǎn)生。為了緩解渠道沖突，避免制造商和零售商之間的惡性競爭，制造商通常采取產(chǎn)品差異化戰(zhàn)略。而零售渠道也利用實(shí)體經(jīng)營的優(yōu)勢，通過提供增值服務(wù)來吸引更多顧客。然而零售商的服務(wù)水平在實(shí)際銷售過程中存在發(fā)生偏差的風(fēng)險(xiǎn)，這將影響產(chǎn)品需求量，進(jìn)而對渠道成員的利益造成不可忽視的影響。 論文通過建立雙渠道供應(yīng)鏈的二階段博弈模型，并對模型的求解得出理論成果，在此基礎(chǔ)上對A公司進(jìn)行實(shí)證研究，驗(yàn)證了理論成果的正確，并對A公司的供應(yīng)鏈成員最優(yōu)策略提出建議。具體研究如下：研究了無零售商服務(wù)偏差風(fēng)險(xiǎn)的雙渠道供應(yīng)鏈成員最優(yōu)策略。主要包括無零售商服務(wù)偏差風(fēng)險(xiǎn)的雙渠道供應(yīng)鏈成員的價(jià)格最優(yōu)策略、生產(chǎn)量最優(yōu)策略以及供應(yīng)鏈總利潤。研究了有零售商服務(wù)偏差風(fēng)險(xiǎn)的雙渠道供應(yīng)鏈成員最優(yōu)策略。主要包括有零售商服務(wù)偏差風(fēng)險(xiǎn)的雙渠道供應(yīng)鏈成員的價(jià)格最優(yōu)策略、生產(chǎn)量最優(yōu)策略以及供應(yīng)鏈總利潤。最后論文對A企業(yè)進(jìn)行實(shí)證研究，分析零售商服務(wù)偏差對A企業(yè)供應(yīng)鏈成員最優(yōu)策略的影響。并在此基礎(chǔ)上針對A企業(yè)提出了最優(yōu)策略和建議。 論文的研究豐富了雙渠道供應(yīng)鏈的研究課題，，通過案例分析為雙渠道供應(yīng)鏈中的實(shí)際企業(yè)提供決策依據(jù)，企業(yè)能夠結(jié)合理論依據(jù)并根據(jù)自身情況的及時(shí)作出有利于自身利益的反應(yīng)。
[Abstract]:In recent years, the e-commerce industry has risen rapidly and occupied an important market position. Subsequently, third-party logistics also began to develop rapidly. Under the background of this industry, manufacturers of large enterprises have opened up online direct selling channels and offline retail channels. However, with the emergence of dual channel mode, channel conflict also arises. In order to alleviate channel conflicts and avoid vicious competition between manufacturers and retailers, manufacturers usually adopt product differentiation strategy. Retail channels also take advantage of physical operations to attract more customers by providing value-added services. However, the service level of retailers has the risk of deviation in the actual sales process, which will affect the demand for products, and then the interests of channel members can not be ignored. In this paper, the two-stage game model of two-channel supply chain is established, and the theoretical results are obtained by solving the model. On this basis, the empirical research on company A is carried out, which verifies the correctness of the theoretical results. And put forward the suggestion to the supply chain member's optimal strategy of A company. The specific research is as follows: the optimal strategy of double channel supply chain members without retailer service deviation risk is studied. It mainly includes the price optimal strategy, the optimal production strategy and the total profit of the supply chain with no risk of retailer service deviation. This paper studies the optimal strategy of double channel supply chain members with the risk of retailer service deviation. It mainly includes the price optimal strategy, the optimal production strategy and the total profit of the supply chain with the risk of retailer service deviation. Finally, the paper makes an empirical study on enterprise A, and analyzes the influence of retailer service deviation on the optimal strategy of supply chain members. On this basis, the optimal strategy and suggestions are put forward for A enterprise. The research of this paper enriches the research topic of the double channel supply chain, and provides the decision basis for the actual enterprise in the double channel supply chain through the case analysis. Enterprises can combine the theoretical basis and according to their own circumstances to timely respond to their own interests.
【學(xué)位授予單位】：燕山大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2014
【分類號】：F274;F224

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本文編號：1990700