本文關鍵詞：顧客導向型雙渠道供應鏈定價與協(xié)調(diào)策略研究　出處：《哈爾濱商業(yè)大學》2017年碩士論文　論文類型：學位論文

  更多相關文章： 顧客導向 雙渠道 收益共享契約 定價決策

【摘要】：電子商務時代下線上線下雙渠道供應鏈的發(fā)展為顧客購物提供更大的選擇權。然而雙渠道供應鏈上各主體企業(yè)追求自身利益最大化的行為往往導致渠道成員及不同渠道之間的惡意競爭,再加上企業(yè)對顧客需求信息的不確定性,雙渠道供應鏈沖突問題隨時都有可能發(fā)生。雙渠道供應鏈沖突的存在不僅使供應鏈成員的利益受損,而且危及到雙渠道供應鏈的建設和穩(wěn)定。在雙渠道供應鏈運作過程中,如何在考慮顧客需求的情況下避免供應鏈沖突的發(fā)生,是保障雙渠道供應鏈成員利益和充分滿足顧客需求的關鍵。在查閱國內(nèi)外雙渠道供應鏈研究現(xiàn)狀的基礎上,根據(jù)顧客購買行為理論、雙渠道供應鏈理論及收益共享契約理論,展開對雙渠道供應鏈定價及協(xié)調(diào)的系統(tǒng)分析。確定了雙渠道供應鏈沖突的類型和原因,分析了顧客選擇線上線下購買渠道的主要影響因素,明確顧客比價行為與體驗行為是雙渠道供應鏈定價及協(xié)調(diào)決策需要考慮的主要行為因素。在此基礎上,運用博弈理論方法,對制造商與零售商構成的二級雙渠道供應鏈進行定量分析,分別討論集中決策與分散決策情況下雙渠道供應鏈各主體及供應鏈整體利潤的變化情況,通過收益共享契約協(xié)調(diào)供應鏈各主體的沖突問題,并運用數(shù)值分析進行驗證,進而得出研究結論。通過巧妙地利用影響顧客線上線下購買渠道選擇的主要行為因素,采取整合雙渠道供應鏈各成員集中、合理地進行決策,不同渠道差異化定價等措施,可以有效協(xié)調(diào)雙渠道供應鏈,降低沖突程度。此外,建立合理的契約關系,從長遠合作的角度最大程度實現(xiàn)雙渠道供應鏈協(xié)調(diào)發(fā)展。
[Abstract]:The era of e-commerce online offline development of dual channel supply chain to provide more options for customers shopping. However, the dual channel supply chain of the enterprises pursue the maximization of their own interests behavior often leads to different channels between channel members and malicious competition, coupled with the enterprise to customer demand information uncertainty problem the dual channel supply chain conflict may occur at any time. The dual channel supply chain conflicts not only damaged the interests of the members of the supply chain, but also endanger the construction and stability of dual channel supply chain. In the dual channel supply chain operation process, how to consider customer needs to avoid in case of supply chain conflicts. Is the key to ensure the customer needs the dual channel supply chain and fully meet the interests of members. On the basis of the dual channel supply chain research at home and abroad, according to the customer buying behavior, double The theory of supply chain and revenue sharing contract channel theory, to analyze the dual channel supply chain pricing and coordination system. The types and reasons of the dual channel supply chain conflict to determine the main influence factors of customer choice of online and offline purchase channels, the customer for parity and experience is the Dual Channel Supply Chain Pricing and coordinated decision-making needs to consider the main factors. On this basis, using the game theory method, two dual channel supply chain consisting of a manufacturer and a retailer for quantitative analysis, discuss the centralized decision-making and decentralized decision making under the condition of overall profit in dual channel supply chain and the main supply chain changes, the conflict of the sharing of each subject contract of supply chain coordination by revenue, and the use of numerical analysis to verify, and then draw conclusions. Purchased by the clever use of online and offline customer The main channel selection factors, adopt integrated dual channel supply chain members, rational decision-making, different channels of differential pricing and other measures, the effective coordination of dual channel supply chain, reduce the degree of conflict. In addition, the establishment of a reasonable relationship of contract, to achieve maximum long-term cooperation from the point of view of harmonious development of dual channel supply chain.

【學位授予單位】：哈爾濱商業(yè)大學
【學位級別】：碩士
【學位授予年份】：2017
【分類號】：F274;F724.6

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