本文選題：雙渠道　切入點：電子商務　出處：《南京理工大學》2017年碩士論文　論文類型：學位論文

【摘要】：在互聯(lián)網(wǎng)發(fā)展的大潮中,消費者對網(wǎng)購的接受程度越來越高,企業(yè)開通電子商務平臺已經(jīng)是大勢所趨。在網(wǎng)絡渠道中,企業(yè)不僅可以直接和消費者接觸,詳細了解他們的需求,也可以減小成本,提高交易效率。但電子商務平臺的開通不免會引起渠道間的沖突,即傳統(tǒng)零售渠道和網(wǎng)絡直銷渠道之間爭奪市場和資源。因此,互聯(lián)網(wǎng)時代如何進行渠道管理成為企業(yè)急需解決的問題。本文研究的背景是制造商雙渠道供應鏈結(jié)構(gòu),即制造商在擁有傳統(tǒng)零售渠道的情形下開通網(wǎng)絡渠道,目前已經(jīng)很多學者研究了在制造商雙渠道情形下如何進行產(chǎn)品定價和供應鏈協(xié)調(diào),卻很少把產(chǎn)品的保修期考慮進來,而產(chǎn)品保修期作為產(chǎn)品質(zhì)量的一個重要指標,已經(jīng)越來越受到消費者的重視,在考慮產(chǎn)品保修期的情形下制造商開通網(wǎng)絡直銷渠道對零售商和自身有什么影響,制造商和零售商在不同的博弈策略下會有怎樣的決策,本文將對此著重進行研究。首先本文考慮了在制造商開通網(wǎng)絡渠道的雙渠道供應鏈中,制造商為了提高消費者對產(chǎn)品的信心給產(chǎn)品提供一個保修期,根據(jù)消費者對產(chǎn)品價格、產(chǎn)品保修期的敏感程度和對網(wǎng)絡渠道的接受程度建立了消費者效用函數(shù),接著分別在批發(fā)價外生和批發(fā)價內(nèi)生的條件下將雙渠道供應鏈下成員之間的博弈結(jié)果與單渠道供應鏈下的結(jié)果作對比,并得出的結(jié)論:當批發(fā)價外生時,制造商引入網(wǎng)絡直銷渠道對制造商來說是有利的,對零售商來說是有害的;當批發(fā)價內(nèi)生時,制造商和零售商是否獲利與消費者對網(wǎng)絡渠道的接受程度有關。最后研究了在制造商雙渠道供應鏈中消費者對不同的渠道接受程度一樣且制造商和零售商都為產(chǎn)品提供保修期的情形下,制造商和零售商之間不同的博弈策略的選擇對雙方有怎樣的影響,得出的結(jié)論是:零售商為產(chǎn)品提供保修期對自己是沒有好處的,消費者總是希望制造商開通網(wǎng)絡直銷渠道,并且制造商和零售商合作時,消費者獲益最大。本文引入了消費者對產(chǎn)品的保修期感知這一重要因素,更加貼近現(xiàn)實,擴充了制造商雙渠道方面的研究,并且研究成果對于在制造商開通網(wǎng)絡直銷渠道的條件下制造商和零售商如何制定最優(yōu)決策具有一定的實用參考價值,提高企業(yè)的競爭力。
[Abstract]:In the tide of Internet development, consumer acceptance of online shopping and more enterprises open e-commerce platform is already in the network channel. Represent the general trend, enterprises can not only direct contact with consumers, understand their needs, but also can reduce the cost, improve the efficiency of the transaction. But e-commerce platform opened will inevitably lead to conflict between channels, namely between traditional retail channels and network marketing channels for the market and resources. Therefore, the age of the Internet how to channel management has become urgent. The background of this study is the manufacturer of the dual channel supply chain structure, in which manufacturers have traditional retail channels under the condition of open network channels, has a lot of scholars how to carry on product pricing and supply chain coordination in manufacturer of dual channel case, rarely put into final product warranty The product warranty period, as an important indicator of the quality of products, has been more and more attention of consumers, considering the product warranty period under the condition of open network manufacturers direct sales channels have what effect to retailers and manufacturers and retailers themselves, how will the decision in different game tactics, this paper will focus on the study. First, considering the opening of manufacturers in the dual channel supply chain network channels, manufacturers in order to improve consumer confidence in the product to provide a product warranty period, according to the consumer price sensitivity, product warranty and acceptance of network channel has established the consumer utility function, and then in the wholesale the price of the wholesale price of exogenous and endogenous conditions as compared to the game between the dual channel supply chain members and single channel supply chain results, and Conclusion: when the wholesale price is exogenous, manufacturers introduce Internet direct marketing channel is favorable for manufacturers, is harmful to retailers; when the wholesale price is endogenous, whether manufacturers and retailers profit and consumer acceptance of online channels. Finally the consumers in the manufacturer in dual channel supply chain of different the acceptance of the same channels and manufacturers and retailers are provided for product warranty period under the condition of different game strategy between manufacturers and retailers on how the two sides, the conclusion is: there is no advantage to own retailers to provide warranty for the product, consumers always want to open network marketing channels and manufacturers. Manufacturers and retailers to cooperate, consumers benefit most. This paper introduces consumer perception of product warranty period of this important factor, more Close to reality, expanding the research of manufacturers' dual channel, and the research results will have some practical reference value for manufacturers and retailers to make optimal decisions under the condition of manufacturers' online direct selling channels, so as to improve the competitiveness of enterprises.

【學位授予單位】：南京理工大學
【學位級別】：碩士
【學位授予年份】：2017
【分類號】：F274;F724.6

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