【摘要】：在電子產(chǎn)品行業(yè),電子商務(wù)渠道正在成為越來越重要的銷售渠道,因此,不少傳統(tǒng)零售巨頭為進(jìn)一步鞏固主導(dǎo)地位,開始接受網(wǎng)絡(luò)渠道和傳統(tǒng)實(shí)體渠道并存的雙渠道策略,形成零售商雙渠道的新模式。本文主要研究零售商雙渠道這一新模式下的渠道協(xié)調(diào)問題。 零售商雙渠道研究有別于傳統(tǒng)的雙渠道研究,傳統(tǒng)雙渠道研究的是制造商線上渠道與零售商線下渠道的協(xié)調(diào)問題,而零售商雙渠道研究的是同時(shí)有線上線下的雙渠道零售商的協(xié)調(diào)問題。雙渠道零售商作為一個(gè)零售整體,可以接觸更多的潛在顧客,但與此同時(shí)這一模式也引入了更多的管理思考。傳統(tǒng)實(shí)體零售商新增電子商務(wù)渠道成為雙渠道零售商,而雙渠道之間總是存在競爭關(guān)系,因此即使是一個(gè)零售巨頭的雙渠道仍然會因?yàn)橐粋�(gè)渠道的價(jià)格變動(dòng)影響另一個(gè)渠道的需求,此時(shí),雙渠道零售商面臨水平?jīng)_突問題,如果水平?jīng)_突得不到有效的控制,形成惡性競爭,將極大損害零售商的利益。另一方面,營銷渠道是由許多追求各自利益最大化的公司所組成,而這些利益總是相互競爭和沖突的,所以渠道成員之間往往會產(chǎn)生垂直沖突。 針對零售商雙渠道存在的渠道沖突問題,本文在綜述前人研究的基礎(chǔ)上,做了以下五方面的工作： 首先,在對零售商雙渠道模式的理論研究中,總結(jié)了零售商雙渠道四個(gè)特點(diǎn),即產(chǎn)品同質(zhì)化、配送多樣化、保障一體化、渠道沖突化。 其次,針對雙渠道零售商產(chǎn)品同質(zhì)化的特點(diǎn),進(jìn)一步分析其庫存策略,結(jié)論表明,庫存共享機(jī)制相比獨(dú)立庫存機(jī)制,能有效降低庫存量,凸顯了傳統(tǒng)實(shí)體零售商轉(zhuǎn)型成為雙渠道零售商后的庫存優(yōu)勢。 第三,針對零售商雙渠道沖突的特點(diǎn),提出以定價(jià)作為研究對象協(xié)調(diào)沖突。本文從市場特性、零售商特性和產(chǎn)品特性三個(gè)方面,闡述了差別定價(jià)的成功條件。根據(jù)這些成功條件表明,電子產(chǎn)品的雙渠道零售商是適宜使用差別定價(jià),從而協(xié)調(diào)雙渠道沖突,進(jìn)一步提升零售商利潤。 第四,雙渠道零售商的實(shí)體渠道和電子商務(wù)渠道存在水平?jīng)_突,本文采用銷售努力補(bǔ)償激勵(lì)的機(jī)制進(jìn)行協(xié)調(diào)。電子商務(wù)模式的初期一般都需要有大量的人力和財(cái)力的投入,以增加影響力,因此,在零售商電子商務(wù)渠道成立初期,零售商實(shí)體渠道會對電子商務(wù)渠道的銷售努力做一定比例的補(bǔ)償,以幫助電子商務(wù)渠道快速發(fā)展。零售商雙渠道水平協(xié)調(diào)研究表明,擁有實(shí)體、電子商務(wù)雙渠道的零售商,通過設(shè)置合理的實(shí)體渠道及電子商務(wù)渠道的價(jià)格,并且實(shí)體渠道對電子商務(wù)渠道銷售努力給予一定水平的補(bǔ)償,可以增加銷量,減少由于電子產(chǎn)品短生命周期特點(diǎn)帶來的風(fēng)險(xiǎn),優(yōu)化零售商水平銷售渠道結(jié)構(gòu),協(xié)調(diào)水平渠道沖突。 第五,雙渠道零售商與供應(yīng)商之間存在垂直沖突,本文通過收益共享契約進(jìn)行協(xié)調(diào)。利用契約的方式對零售商和制造商進(jìn)行垂直協(xié)調(diào),使得整體供應(yīng)鏈利潤實(shí)現(xiàn)優(yōu)化,是目前使用較為廣泛的手段之一。本文采用收益共享契約,通過零售商將自身收益的一部分分享給制造商,以換取較低批發(fā)價(jià)格的方式,對渠道進(jìn)行垂直協(xié)調(diào)。研究表明,經(jīng)收益共享契約協(xié)調(diào)后的供應(yīng)鏈整體利潤上升,雙渠道零售商和制造商的利潤也上升,整體供應(yīng)鏈得到優(yōu)化。
[Abstract]:In the electronic products industry, e-commerce channels are becoming more and more important sales channels. Therefore, many traditional retail giants begin to accept the dual-channel strategy of network channel and traditional entity channel to further consolidate their dominant position and form a new retailer dual-channel model. Channel coordination under the mode.
Retailer's dual channel research is different from the traditional dual channel research. The traditional dual channel research is the coordination between the online channel of the manufacturer and the offline channel of the retailer. Traditional physical retailers add e-commerce channels to become dual-channel retailers, and there is always competition between the two channels, so even a retail giant's dual channels can still affect another channel because of price changes in one channel. At this time, the two-channel retailers are faced with the problem of level conflict. If the level conflict can not be effectively controlled, the formation of vicious competition will greatly damage the interests of retailers. There is often a vertical conflict among members.
Aiming at the problem of channel conflict in retailers'dual channels, this paper has done the following five aspects on the basis of reviewing the previous studies.
Firstly, in the theoretical study of retailer's dual-channel model, four characteristics of retailer's dual-channel are summarized, that is, homogenization of products, diversification of distribution, integration of guarantee and conflict of channels.
Secondly, aiming at the characteristics of product homogeneity of dual-channel retailers, the inventory strategy is further analyzed. The results show that the inventory sharing mechanism can effectively reduce inventory compared with the independent inventory mechanism, which highlights the inventory advantages of the traditional entity retailers after the transformation into dual-channel retailers.
Thirdly, aiming at the characteristics of the two-channel conflict of retailers, this paper puts forward pricing as the research object to coordinate the conflict. This paper expounds the successful conditions of differential pricing from three aspects: market characteristics, retailer characteristics and product characteristics. Dual channel conflict will further enhance the retailer's profit.
Fourthly, there is a level conflict between the entity channel and the e-commerce channel of the dual-channel retailer. This paper uses the compensation incentive mechanism of sales effort to coordinate. The retailer's two-channel horizontal coordination research shows that the retailer with entity and e-commerce two-channel can set reasonable price of entity channel and e-commerce channel, and entity channel can help e-commerce channel to develop rapidly. A certain level of compensation can increase sales volume, reduce the risk caused by the short life cycle characteristics of electronic products, optimize the retailer's level of sales channel structure, and coordinate the level of channel conflict.
Fifth, there is a vertical conflict between the two-channel retailers and suppliers. This paper coordinates the two-channel retailers and manufacturers by means of revenue sharing contract. The results show that the overall profit of the supply chain coordinated by the revenue sharing contract increases, the profit of the dual-channel retailers and manufacturers also increases, and the overall supply chain is optimized.
【學(xué)位授予單位】：東華大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2013
【分類號】：F224;F274;F426.63

【參考文獻(xiàn)】

相關(guān)期刊論文 前10條

1 晏妮娜;黃小原;;電子市場環(huán)境下雙源渠道模型及其牛鞭效應(yīng)H_∞控制[J];東北大學(xué)學(xué)報(bào);2006年05期

2 陳會琳;張科靜;;隨機(jī)需求下兩級供應(yīng)鏈回購協(xié)調(diào)機(jī)制供需雙方Stackelberg博弈分析[J];東華大學(xué)學(xué)報(bào)(自然科學(xué)版);2009年05期

3 常志平,蔣馥;固定比例分擔(dān)費(fèi)用情況下信息共享的最優(yōu)范圍研究[J];管理工程學(xué)報(bào);2003年04期

4 張玉林,陳劍;供應(yīng)鏈中基于Stackelberg博弈的信息共享協(xié)調(diào)問題研究[J];管理工程學(xué)報(bào);2004年03期

5 艾興政;唐小我;;基于討價(jià)還價(jià)能力的競爭供應(yīng)鏈渠道結(jié)構(gòu)績效研究[J];管理工程學(xué)報(bào);2007年02期

6 張U，

本文編號：2176082