本文選題：電子商務(wù)　切入點(diǎn)：雙渠道　出處：《重慶交通大學(xué)》2017年碩士論文

【摘要】：為了滿足消費(fèi)者需求多樣化,也為了進(jìn)一步擴(kuò)大市場份額,越來越多的涉農(nóng)企業(yè)進(jìn)入電商領(lǐng)域,在傳統(tǒng)銷售渠道的基礎(chǔ)上,開通網(wǎng)絡(luò)直銷渠道,形成了線上與線下共存的農(nóng)產(chǎn)品雙渠道供應(yīng)鏈。由于農(nóng)產(chǎn)品的市場需求受到產(chǎn)品新鮮度、零售價格等影響而呈現(xiàn)出較大波動性,在雙渠道環(huán)境下,需求還會因?yàn)橄M(fèi)者渠道偏好選擇以及渠道間的競爭等受到影響;同時農(nóng)業(yè)生產(chǎn)因?yàn)樘鞖狻⒓竟?jié)變化等不可控因素的影響也表現(xiàn)出不確定性,使得農(nóng)產(chǎn)品訂貨面臨供需雙重不確定的難題。以電子商務(wù)背景下農(nóng)產(chǎn)品雙渠道供應(yīng)鏈訂貨問題作為研究對象。首先針對供應(yīng)充足但需求隨機(jī)的情況,引入農(nóng)產(chǎn)品變質(zhì)率與新鮮度,在考慮渠道價格競爭的前提下,對基本變質(zhì)庫存模型進(jìn)行了拓展,結(jié)合供應(yīng)鏈優(yōu)化理論,構(gòu)建了以最優(yōu)訂貨量為決策變量的隨機(jī)需求下的雙渠道供應(yīng)鏈訂貨模型,并對相關(guān)結(jié)論以及解的存在和唯一性進(jìn)行了論證;然后在前文基礎(chǔ)上,考慮了需求與供應(yīng)均隨機(jī)的情況,并在原供應(yīng)鏈結(jié)構(gòu)中引入了一個期權(quán)供應(yīng)商,繼而形成雙源供應(yīng)模式。結(jié)合前文研究成果與理論,在考慮新鮮度與變質(zhì)率等需求影響因子的前提下,同時為了分析期權(quán)契約對訂貨策略所帶來的影響,分別針對不考慮期權(quán)供應(yīng)商與考慮期權(quán)供應(yīng)商兩種情況,構(gòu)建了隨機(jī)供需下的雙渠道供應(yīng)鏈訂貨模型,并對引入期權(quán)的影響進(jìn)行了對比分析。研究結(jié)果表明:隨機(jī)需求情況下,在零售價和變質(zhì)率確定時,雙渠道零售商的訂貨量與訂貨周期成正比關(guān)系;考慮農(nóng)產(chǎn)品新鮮度影響的最優(yōu)訂貨量要少于不考慮新鮮度影響的訂貨量。隨機(jī)供需情況下,考慮期權(quán)時的最大期望利潤隨訂貨周期變化幅度要明顯小于不考慮期權(quán)情況下的利潤變化幅度,期權(quán)契約可以在一定程度上緩解供需失衡問題;考慮期權(quán)情形下,農(nóng)產(chǎn)品最優(yōu)產(chǎn)品訂貨量與變質(zhì)率成反比關(guān)系,最優(yōu)期權(quán)訂貨量與變質(zhì)率成正比關(guān)系。因此,雙渠道零售商制定訂貨策略時,在考慮產(chǎn)品零售價格、變質(zhì)率、新鮮度等因素的同時,可以酌情購買一定期權(quán)產(chǎn)品,這樣能在一定程度上降低運(yùn)營風(fēng)險,減少供需失衡帶來的成本損失。
[Abstract]:In order to meet the diversification of consumer demand and to further expand the market share, more and more agribusiness enterprises have entered the field of e-commerce, and on the basis of traditional sales channels, they have opened direct marketing channels on the network. A dual supply chain of agricultural products coexisting online and offline is formed. Because the market demand of agricultural products is affected by the freshness of products and retail prices, there is great volatility in the dual channel environment. Demand will also be affected by consumers' preference for channels and competition among channels, and agricultural production will also show uncertainty because of uncontrollable factors such as weather, seasonal changes, etc. It makes the agricultural product order face the double uncertain problem of supply and demand. In the background of electronic commerce, the supply chain ordering problem of agricultural products with dual channels is taken as the research object. First of all, the supply is sufficient but the demand is random. By introducing the deterioration rate and freshness of agricultural products and considering the competition of channel price, the basic deteriorating inventory model is extended, and the supply chain optimization theory is combined. In this paper, a two-channel supply chain ordering model with the optimal order quantity as a decision variable is constructed, and the existence and uniqueness of the relevant conclusions and solutions are demonstrated. Considering the randomness of both demand and supply, an option supplier is introduced into the original supply chain structure, and then a dual-source supply mode is formed. On the premise of considering the demand influence factors such as freshness and deterioration rate, and in order to analyze the influence of option contract on order strategy, we consider the option supplier and the option supplier respectively. A two-channel supply chain ordering model with random supply and demand is constructed, and the influence of option is compared. The results show that under the condition of random demand, when the retail price and deterioration rate are determined, The order quantity of double-channel retailer is proportional to the order period, and the optimal order quantity considering the freshness of agricultural products is less than that without the freshness effect. In the case of random supply and demand, The maximum expected profit with option is obviously smaller than that without option, and the option contract can alleviate the imbalance between supply and demand to some extent. The optimal order quantity of agricultural products is inversely proportional to the deterioration rate, and the optimal option order quantity is proportional to the deterioration rate. At the same time of freshness and other factors, we can buy a certain option product at the same time, which can reduce the operational risk to a certain extent and reduce the cost loss caused by the imbalance between supply and demand.
【學(xué)位授予單位】：重慶交通大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2017
【分類號】：F274

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