本文選題：B2C模式　切入點(diǎn)：配送延遲　出處：《北京交通大學(xué)》2017年碩士論文　論文類型：學(xué)位論文

【摘要】：近些年,互聯(lián)網(wǎng)和移動(dòng)互聯(lián)網(wǎng)技術(shù)的不斷提升,電子商務(wù)也隨之飛速發(fā)展,網(wǎng)上購物受到越來越多的消費(fèi)者青睞。作為一種有效的電商運(yùn)營模式,網(wǎng)購不僅為消費(fèi)者帶去便利,也為網(wǎng)絡(luò)零售商帶來了豐厚的利潤。然而,網(wǎng)購需求的激增也進(jìn)一步刺激了電商企業(yè)之間的競爭。免運(yùn)費(fèi)送貨作為一種物流服務(wù)優(yōu)惠策略,成為網(wǎng)絡(luò)零售商競相采用的重要競爭手段之一,一方面,免運(yùn)費(fèi)送貨可以拉動(dòng)消費(fèi)需求,進(jìn)而擴(kuò)大企業(yè)的市場份額和利潤;但另一方面,網(wǎng)購訂單激增易引起巨大的物流壓力,配送延遲在所難免,不僅降低物流服務(wù)質(zhì)量,影響消費(fèi)者體驗(yàn),同時(shí)影響企業(yè)信譽(yù),造成利潤損失。例如,一年一度的雙十一購物狂歡節(jié),許多網(wǎng)絡(luò)商家會進(jìn)行大規(guī)模促銷活動(dòng),巨大的交易量使得訂單量在短期內(nèi)極度增加,嚴(yán)重超出物流負(fù)荷。盡管提供了全場包郵的物流優(yōu)惠服務(wù),但配送延遲引發(fā)消費(fèi)者不滿甚至退貨的情況依舊屢見不鮮。因此,為了保證最大銷售利潤,網(wǎng)絡(luò)零售商需要考慮如何在配送延遲的情境下制訂有效的免運(yùn)費(fèi)送貨策略。在這個(gè)背景下,本文將要解決以下問題:(1)配送延遲是如何影響消費(fèi)者決策的?(2)配送延遲是如何通過影響消費(fèi)者決策進(jìn)而影響零售商銷售利潤的?(3)如果將配送延遲考慮到免運(yùn)費(fèi)送貨策略中,應(yīng)該如何決策最優(yōu)免運(yùn)費(fèi)閾值?針對以上問題,本文建立了兩階段Stackelberg博弈模型,并通過求解得到使網(wǎng)絡(luò)零售商利潤最大的最優(yōu)免運(yùn)費(fèi)閾值和商品利潤率決策,同時(shí)通過算例分析了消費(fèi)者相關(guān)參數(shù)、零售商配送策略相關(guān)參數(shù)及配送延遲時(shí)間對最優(yōu)免費(fèi)送貨閾值、最優(yōu)商品利潤率及零售商最大利潤的影響。具體而言,本文在既有研究的基礎(chǔ)上,研究了在配貨延遲情境下的B2C免費(fèi)送貨決策問題。首先通過分析消費(fèi)者購買行為建立消費(fèi)者剩余函數(shù),得到消費(fèi)者最優(yōu)決策,然后在此基礎(chǔ)上,構(gòu)建網(wǎng)絡(luò)零售商利潤函數(shù),得到最優(yōu)免運(yùn)費(fèi)閾值和最優(yōu)商品利潤率。最后,本文結(jié)合算例分析發(fā)現(xiàn):(1)配送延遲對消費(fèi)者最優(yōu)購買決策和網(wǎng)絡(luò)零售商最大利潤有負(fù)向作用關(guān)系,特別是對網(wǎng)絡(luò)零售商最大利潤的負(fù)向影響強(qiáng)度呈現(xiàn)短期劇烈,長期平緩的趨勢;(2)有效的免費(fèi)送貨閾值會阻止低消費(fèi)欲望的消費(fèi)者,但同時(shí)可以激勵(lì)中、高消費(fèi)欲望的消費(fèi)者擴(kuò)大購買決策,配送延遲會加劇這種作用效果;(3)當(dāng)超過一定范圍時(shí),消費(fèi)者偏好方面的異質(zhì)程度越大,越有利于提升配送延遲情境下的網(wǎng)絡(luò)零售商利潤;(4)在配送延遲情境下,適當(dāng)提高基本運(yùn)費(fèi)(運(yùn)費(fèi)結(jié)構(gòu)中的固定部分),可以提升網(wǎng)絡(luò)零售商的利潤。
[Abstract]:In recent years, with the continuous improvement of Internet and mobile Internet technology, e-commerce has also developed rapidly, and online shopping has been favored by more and more consumers. As an effective e-commerce operation mode, online shopping not only brings convenience to consumers. However, the surge in demand for online shopping has further stimulated competition among e-commerce companies. Free-free delivery is a preferential logistics service strategy. On the one hand, freight free delivery can boost consumer demand, and then expand the market share and profits of enterprises. On the other hand, the surge of online purchase orders can easily cause huge logistics pressure. Delivery delays are inevitable. They not only reduce the quality of logistics services and affect the consumer experience, but also affect the reputation of enterprises and result in loss of profits. For example, the annual double Eleven shopping carnival, Many online merchants carry out large-scale promotional activities, and the huge volume of transactions makes the order volume extremely large in the short term, which seriously exceeds the logistics load. However, it is still common for the delay in distribution to lead to dissatisfaction and even return of goods. Therefore, in order to ensure the maximum profit of sales, Online retailers need to consider how to formulate an effective delivery strategy in the context of delivery delay. In this context, this paper will solve the following problem: 1) how does delay affect consumer decision-making? 2) how does distribution delay affect retailers' sales profits by influencing consumer decisions? If delivery delay is taken into account in freight free delivery strategy, how to decide the optimal free freight threshold? In order to solve the above problems, a two-stage Stackelberg game model is established, and the optimal free freight threshold and commodity profit margin decision are obtained by solving the problem. At the same time, the relevant parameters of consumers are analyzed through an example. The influence of the relevant parameters of retailer's distribution strategy and delivery delay time on the optimal free delivery threshold, the optimal commodity profit margin and the retailer's maximum profit. In this paper, the problem of B2C free delivery decision in the situation of delay in distribution is studied. Firstly, the consumer surplus function is established by analyzing the consumer purchasing behavior, and then the optimal decision is obtained. Then, the profit function of the network retailer is constructed. The optimal free freight threshold and the optimal profit margin of goods are obtained. Finally, combining with the analysis of an example, it is found that the delay in distribution has a negative effect on the consumer's optimal purchase decision and the maximum profit of the online retailer. In particular, the negative impact on the maximum profits of online retailers is intense in the short term and a slow trend in the long run. An effective free delivery threshold will discourage consumers with low consumption desire, but it can also encourage moderate and moderate consumption. When consumers with high consumption desire expand their purchasing decisions, distribution delay will aggravate this effect.) when consumers exceed a certain range, the greater the heterogeneity of consumer preferences, the greater the degree of heterogeneity in terms of consumer preferences. The higher the profit of the network retailer in the situation of delay in distribution, the better the profit of the online retailer can be enhanced by the proper increase of the basic freight (the fixed part of the freight structure) in the situation of delay in distribution.
【學(xué)位授予單位】：北京交通大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2017
【分類號】：F724.6;F259.2

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