本文選題：異質(zhì)品　切入點(diǎn)：線上雙渠道　出處：《北京交通大學(xué)》2017年碩士論文

【摘要】：隨著電子商務(wù)和物流服務(wù)行業(yè)的飛速發(fā)展,以"淘品牌"為代表的制造商直銷和網(wǎng)絡(luò)零售并存的異質(zhì)品線上雙渠道模式,逐漸受到重視。一些傳統(tǒng)企業(yè)也開(kāi)始將新品通過(guò)網(wǎng)絡(luò)直銷渠道出售,而將款式相對(duì)落后的庫(kù)存積壓產(chǎn)品通過(guò)網(wǎng)絡(luò)零售商在第三方平臺(tái)出售。盡管兩個(gè)渠道銷售的產(chǎn)品具有一定的差異性,在一定程度上緩解產(chǎn)品同質(zhì)化引起的渠道沖突;但從供應(yīng)鏈整體角度而言,仍然存在很多問(wèn)題:(1)網(wǎng)絡(luò)零售商產(chǎn)品本身毫無(wú)優(yōu)勢(shì),"低價(jià)競(jìng)爭(zhēng)""價(jià)格混亂"現(xiàn)象仍然存在;(2)網(wǎng)絡(luò)零售市場(chǎng)的物流服務(wù)水平未受到應(yīng)有的重視,物流服務(wù)不滿意占客戶投訴比例高;(3)制造商缺乏對(duì)網(wǎng)絡(luò)零售市場(chǎng)的關(guān)注,導(dǎo)致企業(yè)品牌形象嚴(yán)重受損,新品的出售也面臨困境;(4)制造商和網(wǎng)絡(luò)零售商缺乏合作意識(shí),導(dǎo)致供應(yīng)鏈整體無(wú)法實(shí)現(xiàn)最優(yōu)。.基于此,本文綜合運(yùn)用消費(fèi)者效用函數(shù),Stackelberg博弈及供應(yīng)鏈優(yōu)化方法,分別構(gòu)建并求解當(dāng)制造商和網(wǎng)絡(luò)零售商無(wú)合作意識(shí)時(shí),為追求利潤(rùn)最大化下的價(jià)格和物流服務(wù)決策,從供應(yīng)鏈整體角度出發(fā),分析物流服務(wù)差異化策略的適用條件;當(dāng)考慮合作時(shí),以清理款式相對(duì)較舊的庫(kù)存積壓產(chǎn)品為目標(biāo),即在保證供應(yīng)鏈整體利潤(rùn)不降低情況下,促進(jìn)庫(kù)存積壓產(chǎn)品銷量的增長(zhǎng),制造商和網(wǎng)絡(luò)零售商決策實(shí)現(xiàn)整體最優(yōu)的價(jià)格和物流服務(wù)水平的合作機(jī)制。通過(guò)模型求解及算例分析可知:(1)物流服務(wù)差異化策略并不是在任何情況下都適用的,需要考慮庫(kù)存積壓產(chǎn)品的價(jià)值折扣系數(shù)、渠道偏好程度等因素,當(dāng)因物流服務(wù)水平的提高而增加的收益,不足以彌補(bǔ)物流成本的支出時(shí),網(wǎng)絡(luò)零售商沒(méi)必要實(shí)施差異化物流服務(wù)策略;(2)網(wǎng)絡(luò)零售商實(shí)施差異化物流服務(wù)對(duì)制造商是有利的,并且差異化物流服務(wù)水平越高,越利于款式相對(duì)落后的庫(kù)存積壓產(chǎn)品銷量的增加;(3)制造商和網(wǎng)絡(luò)零售商通過(guò)物流服務(wù)水平創(chuàng)新激勵(lì)機(jī)制的合作,可以實(shí)現(xiàn)在保證供應(yīng)鏈整體利潤(rùn)不降低的情況下,款式相對(duì)落后的庫(kù)存積壓產(chǎn)品銷量達(dá)到更優(yōu),而價(jià)格折扣機(jī)制無(wú)法實(shí)現(xiàn)該目標(biāo)。因此,本文的研究不僅豐富了線上雙渠道的理論研究,同時(shí)為正在實(shí)施和將要實(shí)施異質(zhì)品線上雙渠道策略的企業(yè)提供可借鑒的參考。
[Abstract]:With the rapid development of e-commerce and logistics service industry, "Amoy Brand" as the representative of manufacturers direct selling and network retail coexistence of heterogeneous products on the line dual channel mode, Some traditional enterprises are also beginning to sell their new products through direct selling channels on the Internet. The inventory backlog products with relatively backward styles are sold on the third party platform through the network retailer. Although the products sold in the two channels are different to some extent, the channel conflicts caused by the homogenization of the products can be alleviated to a certain extent; But from the whole supply chain point of view, there are still many problems: 1) the products of online retailers have no advantages, and the phenomenon of "low price competition" and "price chaos" still exists) the level of logistics services in the online retail market has not received due attention. Logistics service dissatisfaction accounts for a high proportion of customer complaints: manufacturers lack of attention to the online retail market, which results in a serious damage to the brand image of enterprises, and the sale of new products also faces difficulties.) the manufacturers and online retailers lack a sense of cooperation. As a result, the whole supply chain is unable to achieve the optimal. Based on this, this paper synthetically uses the Stackelberg game and the supply chain optimization method to construct and solve the problem when the manufacturer and the online retailer have no cooperative consciousness. In order to pursue the decision of price and logistics service under the maximization of profit, this paper analyzes the applicable conditions of the differentiation strategy of logistics service from the perspective of the whole supply chain. That is, in order to ensure that the overall profit of the supply chain is not reduced, to promote the increase in the sales volume of the inventory backlog products, Manufacturers and online retailers make decisions to achieve the overall optimal price and logistics service level of cooperation mechanism. By solving the model and analyzing the example, we can see that the differentiation strategy of logistics service is not applicable under any circumstances. We need to consider the value discount coefficient of inventory backlog products, the degree of channel preference and so on. When the increase in revenue due to the improvement of logistics service level is not enough to compensate for the cost of logistics, There is no need for network retailers to implement differentiated logistics service strategies. (2) it is advantageous for manufacturers to implement differentiated logistics services, and the higher the level of differentiated logistics services, the higher the level of differentiated logistics services. The more conducive to the increase in the backlog of inventory products with relatively backward styles, the more cooperation between manufacturers and online retailers can be achieved through innovative incentive mechanisms at the logistics service level to ensure that the overall profit of the supply chain is not reduced. The backlog of inventory products with relatively backward styles has achieved better sales, but the price discount mechanism cannot achieve this goal. Therefore, the research in this paper not only enriches the theoretical research of online dual channels, At the same time, it can provide reference for the enterprises that are implementing and will implement the strategy of double channel on the line of heterogeneous products.
【學(xué)位授予單位】：北京交通大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2017
【分類號(hào)】：F724.6;F259.2

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