基于零售商強勢的雙渠道供應(yīng)鏈研究
發(fā)布時間：2018-07-14 15:13
【摘要】：近年來，我國電子商務(wù)得到了迅速的發(fā)展，正逐漸成為市場交易的重要組成形式。網(wǎng)上零售正成為現(xiàn)在和未來商業(yè)競爭的重要手段之一，許多“電子零售商”應(yīng)運而生。其中制造商雙渠道供應(yīng)鏈不僅使得市場的滲透能力得到很大提高，同時還帶來了全新的價值轉(zhuǎn)移模式，大型零售商沃爾瑪、家樂福，家電巨頭蘇寧、國美等也開始實施在線渠道和原有單渠道構(gòu)成零售商雙渠道銷售模式。盡管在線直銷與傳統(tǒng)分銷并存的雙渠道模式已成為企業(yè)營銷的一大特點，但直銷渠道的出現(xiàn)必然會與傳統(tǒng)分銷渠道競爭，從而引發(fā)雙渠道市場的關(guān)鍵問題：渠道沖突。另外，一些零售企業(yè)市場控制力有逐漸集中與加強的趨勢，在零售業(yè)壟斷趨勢加劇的背景下，上游制造商對下游大型零售商的銷售渠道依賴加劇，協(xié)調(diào)上游制造商與下游大型零售商的關(guān)系成為又一難題。本文對零售商雙渠道和制造商雙渠道的區(qū)別進行研究，，并揭示零售商雙渠道的適用條件，發(fā)現(xiàn)其在制造商雙渠道無法適用的環(huán)境下可以改善供銷雙方的利潤，采用數(shù)量折扣契約可以完美協(xié)調(diào)零售商雙渠道從而增加了其實際使用價值。這對于在日益加劇的行業(yè)競爭下，協(xié)調(diào)零售商傳統(tǒng)零售與網(wǎng)上直銷并存的雙渠道模式，提升供應(yīng)鏈績效具有重要意義。 論文在結(jié)構(gòu)上共分五部分，其中第一部分緒論�？偨Y(jié)研究背景并指出研究意義，對本文研究對象進行概念定義，接著闡述本文的研究目的和研究方法，給出論文主要內(nèi)容。第二部分相關(guān)文獻綜述。圍繞供應(yīng)鏈類型和比較選擇、雙渠道沖突及其協(xié)調(diào)機制、零售商供應(yīng)鏈等方面進行文獻梳理歸納。第三部分市場需求增加對零售商的雙渠道模式的影響分析。在零售商強勢的背景下考慮開辟在線渠道會新增市場份額這一因素，將其與制造商雙渠道模式進行比較研究，從理論上分析了兩種雙渠道模式。第四部分從理論上將零售商雙渠道供應(yīng)鏈與單渠道供應(yīng)鏈、制造商雙渠道供應(yīng)鏈進行比較分析，探討零售商構(gòu)建雙渠道在不同勢力下的適用條件，并使用數(shù)量折扣分別對制造商雙渠道和零售商雙渠道供應(yīng)鏈進行協(xié)調(diào)。第五部分總結(jié)了論文的研究結(jié)論。
[Abstract]:In recent years, e-commerce in China has been developing rapidly and has gradually become an important form of market transactions. Online retailing is becoming one of the important means of commercial competition now and in the future, and many electronic retailers emerge as the times require. The manufacturer's dual-channel supply chain not only improves the penetration ability of the market, but also brings a new value transfer model. Large retailer Wal-Mart, Carrefour, home appliance giant Su Ning, Gome and so on also began to implement online channels and the original single channel retailers two-channel sales model. Although the dual channel mode of online direct marketing and traditional distribution has become a major feature of enterprise marketing, the emergence of direct marketing channels will inevitably compete with traditional distribution channels, thus leading to the key problem of dual channel market: channel conflict. In addition, the market control of some retail enterprises is gradually concentrated and strengthened. Under the background of the increasing trend of monopoly in the retail industry, the upstream manufacturers rely more and more on the sales channels of the downstream large retailers. Reconciling upstream manufacturers with large downstream retailers is another challenge. This paper studies the difference between retailers' double channels and manufacturers' double channels, and reveals the applicable conditions of retailers' dual channels. It is found that it can improve the profit of both suppliers and marketers under the circumstances where the manufacturer's dual channels cannot be applied. The quantity discount contract can perfectly coordinate the retailers' dual channels, thus increasing its practical value. This is of great significance to the coordination of the dual channel mode of traditional retail and online direct sales under the increasingly fierce competition in the industry and to the improvement of supply chain performance. The thesis is divided into five parts in structure, the first part is introduction. This paper summarizes the research background and points out the significance of the research, defines the research object, then expounds the research purpose and research method, and gives the main contents of the paper. The second part is related literature review. The literature about supply chain type and comparative selection, double channel conflict and its coordination mechanism, retailer supply chain and so on are summarized. The third part analyzes the influence of increasing market demand on retailers' dual channel model. Under the background of retailer's strength, considering the factor that opening online channel will increase market share, this paper compares it with manufacturer's dual-channel mode, and analyzes two kinds of dual-channel mode theoretically. In the fourth part, the author makes a comparative analysis of the retailers' double channel supply chain and the single channel supply chain and the manufacturer's double channel supply chain theoretically, and probes into the suitable conditions for retailers to construct the double channel supply chain under different influence. The quantity discount is used to coordinate the supply chain between manufacturer and retailer. The fifth part summarizes the conclusion of the thesis.
【學(xué)位授予單位】：重慶大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2014
【分類號】：F274;F724.6;F724.2
本文編號：2122053
[Abstract]:In recent years, e-commerce in China has been developing rapidly and has gradually become an important form of market transactions. Online retailing is becoming one of the important means of commercial competition now and in the future, and many electronic retailers emerge as the times require. The manufacturer's dual-channel supply chain not only improves the penetration ability of the market, but also brings a new value transfer model. Large retailer Wal-Mart, Carrefour, home appliance giant Su Ning, Gome and so on also began to implement online channels and the original single channel retailers two-channel sales model. Although the dual channel mode of online direct marketing and traditional distribution has become a major feature of enterprise marketing, the emergence of direct marketing channels will inevitably compete with traditional distribution channels, thus leading to the key problem of dual channel market: channel conflict. In addition, the market control of some retail enterprises is gradually concentrated and strengthened. Under the background of the increasing trend of monopoly in the retail industry, the upstream manufacturers rely more and more on the sales channels of the downstream large retailers. Reconciling upstream manufacturers with large downstream retailers is another challenge. This paper studies the difference between retailers' double channels and manufacturers' double channels, and reveals the applicable conditions of retailers' dual channels. It is found that it can improve the profit of both suppliers and marketers under the circumstances where the manufacturer's dual channels cannot be applied. The quantity discount contract can perfectly coordinate the retailers' dual channels, thus increasing its practical value. This is of great significance to the coordination of the dual channel mode of traditional retail and online direct sales under the increasingly fierce competition in the industry and to the improvement of supply chain performance. The thesis is divided into five parts in structure, the first part is introduction. This paper summarizes the research background and points out the significance of the research, defines the research object, then expounds the research purpose and research method, and gives the main contents of the paper. The second part is related literature review. The literature about supply chain type and comparative selection, double channel conflict and its coordination mechanism, retailer supply chain and so on are summarized. The third part analyzes the influence of increasing market demand on retailers' dual channel model. Under the background of retailer's strength, considering the factor that opening online channel will increase market share, this paper compares it with manufacturer's dual-channel mode, and analyzes two kinds of dual-channel mode theoretically. In the fourth part, the author makes a comparative analysis of the retailers' double channel supply chain and the single channel supply chain and the manufacturer's double channel supply chain theoretically, and probes into the suitable conditions for retailers to construct the double channel supply chain under different influence. The quantity discount is used to coordinate the supply chain between manufacturer and retailer. The fifth part summarizes the conclusion of the thesis.
【學(xué)位授予單位】：重慶大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2014
【分類號】：F274;F724.6;F724.2
【參考文獻】
相關(guān)博士學(xué)位論文 前1條
1 許傳永;兩層雙渠道供應(yīng)鏈的優(yōu)化與協(xié)調(diào)若干問題研究[D];中國科學(xué)技術(shù)大學(xué);2009年
本文編號：2122053
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