【摘要】：隨著信息技術與網(wǎng)絡技術的迅猛發(fā)展,電子商務在商業(yè)活動中的地位與作用日益凸顯,這對于傳統(tǒng)制造企業(yè)及零售商無疑是新的挑戰(zhàn)與機遇。現(xiàn)如今,較多數(shù)的制造商均在原先的傳統(tǒng)零售渠道基礎上,利用第三方網(wǎng)絡平臺或官方網(wǎng)站直接向消費者銷售產品,形成了一種新的銷售模式——雙渠道模式。就這種新生的銷售模式而言,制造商拓展電子商務市場,獲取新的客戶群體,然而也迎來新的問題與隱患。傳統(tǒng)的零售商受到來自電子商務分銷的沖擊,其銷售活動受到嚴重影響,進而導致供應鏈中出現(xiàn)競爭與沖突的現(xiàn)象。本文以傳統(tǒng)制造商所在的雙渠道供應鏈為研究對象,深入了解該供應鏈的運營模式與過程,探討雙渠道供應鏈中競爭問題的成因與現(xiàn)狀,著手提出相應的協(xié)調手段與方法。同時,信息共享是近年來企業(yè)活動與管理方面較為重視的有效手段,有利于促進組織內部成員相互合作,合理整合與利用信息資源,促進供應鏈的運作與管理。故本文從需求信息共享的角度出發(fā),消除雙渠道供應鏈中的沖突與競爭,促成供應鏈各成員的協(xié)調與合作,從而實現(xiàn)雙渠道供應鏈整體效益的提高。本文假設制造商在傳統(tǒng)零售渠道基礎上增設在線直銷渠道而構成雙渠道供應鏈,分別考慮雙渠道內部不共享信息、僅縱向共享渠道需求信息、僅橫向共享渠道需求信息、縱向和橫向共享渠道需求信息四種情形,應用博弈論方法與供應鏈管理協(xié)調機制理論,對制造商與零售商的活動進行分析。相對于以往研究,本文特意從供應鏈中信息流方向的考慮,將雙渠道信息共享活動分為縱向信息共享活動與橫向信息共享活動,更貼合雙渠道供應鏈組織結構的實際要求。并且將渠道需求變化信息作為研究中的共享信息,更能直接反映兩個渠道的市場變化和消費趨勢,與消費者直接相關。最終結論表明,與無信息共享的情況相比,僅進行單向的信息共享并不能促進供應鏈成員雙方的收益增長;而縱向和橫向均進行信息共享才是雙渠道信息共享的理想方式,并提出兩種激勵機制來促成縱向橫向相結合的信息共享,實現(xiàn)維護零售商的收益,激勵供應鏈成員的信息共享動機,達成供應鏈穩(wěn)定長期發(fā)展的最終目標。
[Abstract]:With the rapid development of information technology and network technology, the position and role of electronic commerce in commercial activities is becoming more and more prominent, which is undoubtedly a new challenge and opportunity for traditional manufacturing enterprises and retailers. Nowadays, most manufacturers use third-party network platform or official website to sell products directly to consumers on the basis of the original traditional retail channels, forming a new sales model-dual-channel model. As far as this new sales model is concerned, manufacturers expand the e-commerce market and obtain new customer groups, but also ushered in new problems and hidden dangers. The traditional retailers are impacted by the distribution of electronic commerce, and their sales activities are seriously affected, which leads to the phenomenon of competition and conflict in the supply chain. In this paper, the traditional manufacturer's dual-channel supply chain is taken as the research object, the operation mode and process of the supply chain are deeply understood, the causes and present situation of the competition problem in the dual-channel supply chain are discussed, and the corresponding coordination means and methods are put forward. At the same time, information sharing is an effective means to pay more attention to the activities and management of enterprises in recent years, which is helpful to promote the cooperation among the members of the organization, the rational integration and utilization of information resources, and the promotion of the operation and management of the supply chain. Therefore, from the point of view of demand information sharing, this paper eliminates the conflict and competition in the dual-channel supply chain, and promotes the coordination and cooperation of the members of the supply chain, so as to improve the overall efficiency of the dual-channel supply chain. In this paper, it is assumed that manufacturers add online direct marketing channels on the basis of traditional retail channels to form a dual-channel supply chain, respectively, considering that they do not share information within the two channels, only vertically share channel demand information, and only share channel demand information horizontally. Based on the game theory and the theory of supply chain management coordination mechanism, the activities of manufacturers and retailers are analyzed by using the four cases of vertical and horizontal sharing of channel demand information. Compared with the previous research, this paper specially considers the direction of information flow in the supply chain, and divides the dual-channel information sharing activities into vertical information sharing activities and horizontal information sharing activities, which is more in line with the actual requirements of the organizational structure of the dual-channel supply chain. And the channel demand change information as the shared information in the study, can directly reflect the market changes and consumption trends of the two channels, and is directly related to consumers. The final conclusion shows that compared with the case of no information sharing, only one-way information sharing can not promote the income growth of both members of the supply chain. Vertical and horizontal information sharing is the ideal way of dual-channel information sharing, and two incentive mechanisms are proposed to promote vertical and horizontal information sharing to maintain the benefits of retailers. Encourage the information sharing motivation of supply chain members and achieve the ultimate goal of stable long-term development of supply chain.
【學位授予單位】：山西大學
【學位級別】：碩士
【學位授予年份】：2016
【分類號】：F274;F724.6

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