本文選題：雙渠道 + 搭便車　； 參考：《廈門大學(xué)》2014年碩士論文

【摘要】：近幾年來電子商務(wù)獲得了快速的發(fā)展,在此背景下越來越多的企業(yè)開始考慮開辟電子直銷渠道,與原有的傳統(tǒng)零售渠道共同經(jīng)營,形成雙源渠道。以獲得更大的市場份額,提升品牌知名度,提升更多的利潤。然而,電子直銷渠道的引入導(dǎo)致新的問題：一方面,由于傳統(tǒng)渠道提供服務(wù)的成本較高而電子渠道提供服務(wù)的成本較低,消費(fèi)者在不同渠道間進(jìn)行搭便車購買的行為損害了傳統(tǒng)渠道提供服務(wù)的積極性；另一方面,直銷渠道的低服務(wù)水平已經(jīng)成為嚴(yán)重制約消費(fèi)者進(jìn)行網(wǎng)絡(luò)消費(fèi)的因素。因此,如何協(xié)調(diào)好渠道間的搭便車問題成為一個值得研究的問題。 首先,為了與雙渠道供應(yīng)鏈進(jìn)行對比,本文考慮電子渠道引入之前的情形,建立一個單渠道供應(yīng)鏈,運(yùn)用博弈論尋求制造商占主導(dǎo)的供應(yīng)鏈中各成員的競爭決策,由于此時并不存在渠道間的沖突也不存在渠道間的搭便車現(xiàn)象,因此可以很好地驗證協(xié)調(diào)策略對于電子渠道引入后的供應(yīng)鏈的協(xié)調(diào)效果。接著,本文考慮電子渠道引入后的情形,建立一個雙渠道供應(yīng)鏈,運(yùn)用博弈論探討制造商占主導(dǎo)的供應(yīng)鏈中各成員的競爭決策,重點(diǎn)分析服務(wù)需求彈性系數(shù)和搭便車因子對于競爭決策的影響,并運(yùn)用Matlab進(jìn)行數(shù)值分析。然后,提出了服務(wù)成本共擔(dān)的策略以及服務(wù)成本共擔(dān)且利潤共享策略,運(yùn)用Matlab進(jìn)行數(shù)值分析并對兩種協(xié)調(diào)策略做比較。最后,通過對B公司現(xiàn)階段渠道沖突問題進(jìn)行分析,結(jié)合本文研究結(jié)論提出改進(jìn)和建議。
[Abstract]:With the rapid development of electronic commerce in recent years, more and more enterprises begin to consider developing electronic direct marketing channels, which can be operated jointly with the traditional retail channels and form dual-source channels. In order to obtain greater market share, enhance brand awareness, enhance more profits. However, the introduction of electronic direct selling channels leads to new problems: on the one hand, because of the higher cost of providing services through traditional channels and the lower cost of providing services through electronic channels, The hitchhiking behavior of consumers in different channels damages the enthusiasm of traditional channels to provide services. On the other hand, the low service level of direct marketing channels has become a serious constraint on consumers to spend on the network. Therefore, how to coordinate the problem of hitchhiking between channels has become a problem worth studying. First of all, in order to compare with the two-channel supply chain, this paper considers the situation before the introduction of electronic channel, establishes a single-channel supply chain, and uses game theory to seek the competitive decision of each member in the supply chain dominated by manufacturers. Because there is no conflict between channels and no free-rider among channels at this time, the coordination effect of coordination strategy on the supply chain after the introduction of electronic channels can be well verified. Then, considering the situation after the introduction of electronic channels, this paper establishes a two-channel supply chain, and uses game theory to discuss the competitive decision of each member in the supply chain dominated by manufacturers. The influence of elasticity coefficient of service demand and hitchhiker factor on competitive decision is analyzed, and numerical analysis is carried out with Matlab. Then, the service cost sharing strategy and the service cost sharing and profit sharing strategy are put forward, and the two coordination strategies are compared by using Matlab. Finally, through the analysis of channel conflict in Company B at present, this paper puts forward some improvement and suggestions.
【學(xué)位授予單位】：廈門大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2014
【分類號】：F274

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本文編號：2020054