【摘要】：隨著電子商務(wù)的迅猛發(fā)展,互聯(lián)網(wǎng)作為一種新的產(chǎn)品銷售渠道將發(fā)揮越來越重要的作用,供應(yīng)鏈系統(tǒng)中的各成員企業(yè)面臨渠道多樣化、渠道競爭和沖突等新一系列的挑戰(zhàn)。所以為在電子商務(wù)這一新興浪潮中取得優(yōu)勢,供應(yīng)鏈中各成員企業(yè)迫切需要對各自的營銷策略進(jìn)行重新規(guī)劃和管理。 考慮到現(xiàn)有的多渠道供應(yīng)鏈的契約協(xié)調(diào)機制大多是在傳統(tǒng)供應(yīng)鏈的契約協(xié)調(diào)機制基礎(chǔ)上延伸發(fā)展而來,并沒有將多渠道供應(yīng)鏈中各成員企業(yè)是既合作又競爭的關(guān)系考慮到機制中來,所以大部分協(xié)調(diào)機制均未能達(dá)到預(yù)期效果。針對此問題,論文通過結(jié)合博弈理論和供應(yīng)鏈契約協(xié)調(diào)理論,在渠道協(xié)調(diào)與各成員企業(yè)利潤最大化的雙重約束下,從傳統(tǒng)零售渠道、電子零售渠道以及電子直銷渠道三者的沖突入手,分別研究不同渠道權(quán)力平等和不平等條件下的多渠道供應(yīng)鏈的定價和協(xié)調(diào)問題。通過認(rèn)真識別渠道沖突的關(guān)鍵因素,進(jìn)而得到了收入共享契約協(xié)調(diào)機制。最后論文還引入數(shù)值分析對論文分析過程以及結(jié)果的正確性進(jìn)行了論證。 通過論文研究結(jié)果表明,不論處于渠道權(quán)力平等和不平等的多渠道供應(yīng)鏈中,由于雙重邊際效應(yīng)的存在,分散決策和價格一致決策時供應(yīng)鏈利潤均小于集中決策時的供應(yīng)鏈利潤；而采用收入共享契約協(xié)調(diào)機制不僅兼顧了多渠道供應(yīng)鏈中各成員企業(yè)利益,同時還提高了整個供應(yīng)鏈系統(tǒng)的利益,這也就實現(xiàn)了多渠道供應(yīng)鏈的完美協(xié)調(diào)。
[Abstract]:With the rapid development of e-commerce, the Internet, as a new product marketing channel, will play a more and more important role. The members of the supply chain system are facing a new series of challenges, such as channel diversification, channel competition and conflict. Therefore, in order to gain advantages in the emerging wave of e-commerce, each member of the supply chain is a member of the chain. Industry urgently needs to re plan and manage their marketing strategies.
Considering that the existing multi-channel supply chain contract coordination mechanism is mostly based on the contract coordination mechanism of the traditional supply chain, it does not take the relationship between the members of the multi-channel supply chain into consideration in the mechanism of cooperation and competition, so most of the coordination mechanisms have failed to achieve the desired results. By combining the game theory and the supply chain contract coordination theory, the thesis begins with the conflict between the traditional retail channels, the electronic retail channels and the electronic direct marketing channels under the dual constraints of the channel coordination and the maximization of the profit of each member, and studies the multi channel supply chain under the equal and unequal channels of power in different channels, with the start of the conflict between the traditional retail channels, the electronic retail channels and the three channels of electronic direct selling channels. By carefully identifying the key factors of the channel conflict, we get the coordination mechanism of the income sharing contract. Finally, the paper also introduces the numerical analysis to demonstrate the correctness of the paper analysis process and the results.
The research results show that the supply chain profit is less than the supply chain profit in the centralized decision-making and the price decision making, regardless of the dual marginal effect in the multi channel supply chain with equal channel power and inequality, and the revenue sharing contract coordination mechanism not only takes into account the supply chain supply, but also the multi channel supply. The interests of each member enterprise in the chain also improve the interests of the whole supply chain system, which realizes the perfect coordination of multi-channel supply chain.
【學(xué)位授予單位】：西南交通大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2014
【分類號】：F274

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