本文選題：渠道偏好 + 雙渠道　； 參考：《天津大學(xué)》2014年碩士論文

【摘要】：隨著電子商務(wù)和經(jīng)濟(jì)的快速發(fā)展，越來(lái)越多的企業(yè)采用直銷渠道和零售渠道的雙渠道策略分銷產(chǎn)品。與此同時(shí)，消費(fèi)者也擁有了更多的購(gòu)買商品選擇渠道，于是消費(fèi)者表現(xiàn)出對(duì)特定渠道的偏好傾向。基于這樣的背景，本文考慮了一個(gè)由一個(gè)制造商和一個(gè)零售商組成的簡(jiǎn)單雙渠道供應(yīng)鏈，在引入消費(fèi)者渠道偏好行為下對(duì)供應(yīng)鏈的定價(jià)策略進(jìn)行了探討。通過(guò)建立垂直整合型和分散型供應(yīng)鏈模型，給出了集中決策和制造商作為主導(dǎo)的Stackelberg博弈模型的均衡解。并得出收入共享契約不能協(xié)調(diào)供應(yīng)鏈，而采用一個(gè)適當(dāng)?shù)奶醿r(jià)或降價(jià)契約能實(shí)現(xiàn)供應(yīng)鏈的協(xié)調(diào)。然后，，本文進(jìn)一步考慮了零售偏執(zhí)型消費(fèi)者存在的情形下直銷渠道提供增值服務(wù)的定價(jià)策略。研究分析了消費(fèi)者渠道偏好行為對(duì)垂直整合型及分散型雙渠道供應(yīng)鏈這兩種不同結(jié)構(gòu)的定價(jià)決策及利潤(rùn)分配的影響。 具體地，本文建立了制造商不同銷售策略下考慮消費(fèi)者細(xì)分需求的效用函數(shù)，分析了制造商渠道選擇的策略集合。在集中模式下得出了制造商不同渠道策略下的均衡解。通過(guò)對(duì)制造商雙渠道策略的研究結(jié)果表明，根據(jù)直銷渠道的服務(wù)成本和直銷與零售渠道之間銷售成本差值的相對(duì)大小，制造商會(huì)采取三種不同的雙渠道策略：專注于零售的雙渠道策略、專注于直銷的雙渠道策略以及混合分銷的雙渠道策略。在分散模式下，研究了制造商只采取零售渠道策略及雙渠道策略下的均衡解。并通過(guò)提價(jià)和降價(jià)契約使雙渠道供應(yīng)鏈達(dá)到了協(xié)調(diào)。最后通過(guò)數(shù)值實(shí)驗(yàn)，討論了雙渠道策略下的最優(yōu)定價(jià)、服務(wù)水平及利潤(rùn)分配隨著消費(fèi)者渠道偏好、一般消費(fèi)群體的大小及服務(wù)成本系數(shù)的影響情況。
[Abstract]:With the rapid development of e-commerce and economy, more and more enterprises adopt the dual channel strategy of direct marketing and retail channel to distribute products. At the same time, consumers also have more channels to buy goods, so consumers show a preference for specific channels. Based on this background, a simple double-channel supply chain consisting of a manufacturer and a retailer is considered, and the pricing strategy of the supply chain is discussed with the introduction of consumer channel preference behavior. By establishing the vertical integrated and decentralized supply chain models, the equilibrium solutions of the Stackelberg game model, which is dominated by centralized decision and manufacturer, are given. It is concluded that the revenue sharing contract can not coordinate the supply chain, and the supply chain coordination can be realized by adopting a suitable price increase or price reduction contract. Then, this paper further considers the pricing strategy of direct selling channels to provide value-added services under the situation of retail paranoid consumers. The influence of consumer channel preference on the pricing decision and profit distribution of vertical integrated supply chain and decentralized double channel supply chain is analyzed. Specifically, this paper establishes the utility function of manufacturer considering consumer subdivision demand under different sales strategies, and analyzes the strategy set of manufacturer channel selection. In the centralized mode, the equilibrium solutions of manufacturers with different channel strategies are obtained. The results of the research on the manufacturer's dual channel strategy show that, according to the service cost of the direct marketing channel and the relative value of the difference between the direct selling channel and the retail channel, Manufacturers will adopt three different dual-channel strategies: one focused on retail, one focused on direct marketing, and the other on mixed distribution. In the decentralized mode, the equilibrium solutions of manufacturers using retail channel strategy and dual channel strategy are studied. And through the price increase and the price reduction contract to make the double channel supply chain to achieve the coordination. Finally, through numerical experiments, the effects of optimal pricing, service level and profit distribution under the dual channel strategy on consumers' channel preference, the size of the general consumer group and the service cost coefficient are discussed.
【學(xué)位授予單位】：天津大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2014
【分類號(hào)】：F713.55;F274

【參考文獻(xiàn)】

相關(guān)期刊論文 前10條

1 李季;;從購(gòu)買成本的角度解讀網(wǎng)絡(luò)購(gòu)物行為[J];商業(yè)研究;2006年18期

2 陳云;王浣塵;沈惠璋;;互聯(lián)網(wǎng)環(huán)境下雙渠道零售商的定價(jià)策略研究[J];管理工程學(xué)報(bào);2008年01期

3 李莉;劉欣;顏艷;;考慮渠道偏好的雙渠道供應(yīng)鏈庫(kù)存策略研究[J];工業(yè)工程;2013年03期

4 孫燕紅;Q胵跀Q;徐曉燕;;基于顧客渠道偏好的服務(wù)競(jìng)爭(zhēng)模型[J];管理科學(xué);2011年04期

5 盛昭瀚;徐峰;;地區(qū)差異化背景下制造商雙渠道定價(jià)策略研究[J];管理科學(xué)學(xué)報(bào);2010年06期

6 陳遠(yuǎn)高;劉南;;具有服務(wù)差異的雙渠道供應(yīng)鏈競(jìng)爭(zhēng)策略[J];計(jì)算機(jī)集成制造系統(tǒng);2010年11期

7 馬慧;楊德禮;陳大鵬;;供需雙方渠道選擇行為的演化博弈模型[J];科技與管理;2011年05期

8 李霆,張朋柱;基于信息技術(shù)的組織溝通與媒介選擇研究[J];南開(kāi)管理評(píng)論;2002年06期

9 張潔佩;徐杰;卞文良;;B2C電子商務(wù)環(huán)境下顧客渠道選擇問(wèn)題實(shí)證研究[J];物流技術(shù);2010年15期

10 陳云;王浣塵;沈惠璋;;電子商務(wù)零售商與傳統(tǒng)零售商的價(jià)格競(jìng)爭(zhēng)研究[J];系統(tǒng)工程理論與實(shí)踐;2006年01期

本文編號(hào)：2063431