本文關(guān)鍵詞：替代性產(chǎn)品制造商分銷渠道選擇與競(jìng)爭(zhēng)策略　出處：《渤海大學(xué)》2017年碩士論文　論文類型：學(xué)位論文

  更多相關(guān)文章： 雙渠道供應(yīng)鏈 渠道策略選擇 制造商競(jìng)爭(zhēng) 聯(lián)合替代率 替代性產(chǎn)品偏愛率

【摘要】：隨著電子商務(wù)和物流行業(yè)的快速發(fā)展,網(wǎng)上購(gòu)物成為了一種主流的消費(fèi)方式,越來(lái)越多的制造商開通網(wǎng)絡(luò)直銷渠道吸引網(wǎng)上購(gòu)物的消費(fèi)群體。本文主要研究?jī)蓚�(gè)制造商分銷替代性產(chǎn)品的最優(yōu)渠道組合策略,并且分析替代性產(chǎn)品偏愛率和聯(lián)合替代率對(duì)制造商選擇分銷渠道的影響。兩個(gè)制造商均可以通過以下三種方式銷售替代性產(chǎn)品,即自有的網(wǎng)絡(luò)直銷渠道、共同的實(shí)體零售渠道、或網(wǎng)絡(luò)渠道和零售渠道組合的雙渠道,并且根據(jù)這3種產(chǎn)品渠道方式構(gòu)成9種產(chǎn)品分銷渠道組合策略。本文構(gòu)建一個(gè)考慮產(chǎn)品的初始市場(chǎng)規(guī)模和聯(lián)合替代率這兩種影響因素的效用函數(shù),這里聯(lián)合替代率是指兩種替代性產(chǎn)品的產(chǎn)品替代率和網(wǎng)絡(luò)渠道與實(shí)體渠道的渠道替代率共同構(gòu)成的替代率。并得到9種渠道策略組合的通用需求函數(shù),定義了替代性產(chǎn)品偏愛率的概念,這9種組合策略均使用斯塔爾博格博弈進(jìn)行求解。分析了兩個(gè)制造商最優(yōu)的產(chǎn)品分銷渠道組合策略,以及聯(lián)合替代率和替代性產(chǎn)品偏愛率對(duì)制造商選擇產(chǎn)品分銷渠道的影響。本文通過數(shù)據(jù)分析和虛擬仿真可以從制造商渠道選擇和制造商之間競(jìng)爭(zhēng)兩個(gè)方面得到了四個(gè)結(jié)論。從兩種渠道之間競(jìng)爭(zhēng)角度可知:第一,當(dāng)聯(lián)合替代率小于一個(gè)特定閥值時(shí),制造商越傾向在零售渠道基礎(chǔ)上增加網(wǎng)絡(luò)直銷渠道;第二,當(dāng)聯(lián)合替代率大于一個(gè)特定閥值時(shí),制造商越傾向采取雙渠道。從兩條供應(yīng)鏈之間競(jìng)爭(zhēng)角度可知:第一,當(dāng)聯(lián)合替代率趨近于0時(shí),對(duì)稱雙渠道達(dá)到均衡;第二,當(dāng)聯(lián)合替代率趨近于1時(shí),非對(duì)稱雙渠道和網(wǎng)絡(luò)直銷渠道達(dá)到均衡,并且選擇網(wǎng)絡(luò)直銷策略的制造商利潤(rùn)優(yōu)于選擇雙渠道策略的制造商。研究結(jié)果為不同品牌的替代性產(chǎn)品制造商分銷渠道選擇和市場(chǎng)競(jìng)爭(zhēng)戰(zhàn)略提供理論價(jià)值與實(shí)踐指導(dǎo)方針。
[Abstract]:With the rapid development of e-commerce and logistics industry, online shopping has become a mainstream consumption mode. More and more manufacturers open online direct marketing channels to attract online shopping groups. This paper mainly studies the optimal channel combination strategy for two manufacturers to distribute alternative products. It also analyzes the influence of alternative product preference rate and combined substitution rate on manufacturers' choice of distribution channels. Both manufacturers can sell alternative products through the following three ways, that is, their own network direct marketing channels. A common physical retail channel, or a combination of network channels and retail channels. And according to the three product channels constitute 9 product distribution channel combination strategy. This paper constructs a utility function which considers the initial market size of the product and the combined substitution rate. The joint substitution rate refers to the substitution rate of the two kinds of alternative products and the substitution rate of the network channel and the physical channel, and obtains the common demand function of the combination of nine channel strategies. The concept of alternative product preference rate is defined and the nine combination strategies are solved by Stallberg game. The optimal product distribution channel combination strategy of two manufacturers is analyzed. The influence of joint substitution rate and alternative product preference rate on manufacturer's choice of product distribution channel can be obtained from two aspects: manufacturer channel selection and manufacturer competition through data analysis and virtual simulation. Four conclusions. From the angle of competition between the two channels, we can know:. Number one. When the joint substitution rate is less than a specific threshold, manufacturers tend to increase the network direct marketing channel on the basis of retail channel. Second, when the joint substitution rate is greater than a specific threshold, manufacturers are more inclined to adopt dual channels. From the point of view of competition between the two supply chains, first, when the joint substitution rate approaches 0:00. Symmetrical double channels reach equilibrium; Second, when the joint substitution rate approaches 1:00, asymmetric double-channel and network direct marketing channel reach equilibrium. The results provide theoretical value and practice for the choice of distribution channel and market competition strategy of alternative product manufacturers of different brands. Guidelines
【學(xué)位授予單位】：渤海大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2017
【分類號(hào)】：F274

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