發(fā)布時(shí)間：2018-02-03 08:26

  本文關(guān)鍵詞： 電子圖書 圖書供應(yīng)鏈 供應(yīng)鏈協(xié)調(diào) 渠道選擇 渠道沖突　出處：《浙江大學(xué)》2014年博士論文　論文類型：學(xué)位論文

【摘要】：電子圖書的出現(xiàn)正改變著讀者的閱讀習(xí)慣,電子圖書的出版發(fā)行過程和傳統(tǒng)紙制圖書截然不同,電子圖書的出現(xiàn)也給圖書出版發(fā)行商帶來了前所未有的難題,本文試圖從讀者對(duì)電子圖書的接受行為分析為基礎(chǔ),分析電子圖書的出現(xiàn)對(duì)圖書供應(yīng)鏈協(xié)調(diào)問題的影響,具體來說從以下四個(gè)方面對(duì)該問題進(jìn)行了分析： (1)電子圖書供應(yīng)鏈和傳統(tǒng)紙制圖書供應(yīng)鏈的區(qū)別。電子圖書的出版發(fā)行過程和傳統(tǒng)紙制圖書的出版發(fā)行過程存在較大不同,本文從供應(yīng)鏈參與主體、供應(yīng)鏈結(jié)構(gòu)、產(chǎn)品特點(diǎn)等方面對(duì)電子圖書供應(yīng)鏈與傳統(tǒng)紙制圖書供應(yīng)鏈進(jìn)行了對(duì)比分析。另外,本文還從消費(fèi)者行為出發(fā)分析讀者的電子圖書和紙制圖書的選擇策略,以其為基礎(chǔ)建立需求函數(shù)以進(jìn)一步分析供應(yīng)鏈競爭協(xié)調(diào)問題。 (2)圖書出版商的產(chǎn)品形式及渠道選擇策略分析。電子圖書出現(xiàn)后,圖書出版商需要面臨的一大新問題就是擬出版的圖書采用何種出版形式,是出版紙制圖書還是電子圖書形式,抑或是同時(shí)出版兩種形式圖書。本文的研究結(jié)果表明,由于電子圖書存在成本優(yōu)勢(shì),故出版商應(yīng)盡早進(jìn)入電子圖書市場,但放棄紙制圖書的銷售僅僅出版電子圖書的決策對(duì)于出版商未必是個(gè)較優(yōu)決策。在消費(fèi)者對(duì)于電子圖書的接受度還不高的時(shí)候,同時(shí)消費(fèi)者還存在紙制圖書黏性時(shí),選擇同時(shí)出版兩種形式的圖書對(duì)于出版商來說是個(gè)較優(yōu)策略。 (3)電子圖書的定價(jià)權(quán)歸屬問題分析。電子圖書出現(xiàn)后,在實(shí)踐中廣泛存在兩種定價(jià)模式：傳統(tǒng)批發(fā)價(jià)模式和代理模式。這兩種不同的定價(jià)模式不僅包含了定價(jià)權(quán)的歸屬問題,也包含了供應(yīng)鏈成員間的不同合作模式。在傳統(tǒng)的批發(fā)價(jià)模式下,電子圖書的定價(jià)權(quán)歸屬于圖書零售商,而在代理模式下,電子圖書的定價(jià)權(quán)屬于出版商,本文試圖從供應(yīng)鏈協(xié)調(diào)角度來分析這兩種定價(jià)模式下的價(jià)格均衡和利潤分配問題,研究結(jié)果顯示,代理模式可以緩解供應(yīng)鏈成員間的沖突,大大提高供應(yīng)鏈運(yùn)行效率。 (4)電子圖書和紙制圖書供應(yīng)鏈協(xié)調(diào)問題分析。由于電子圖書和紙制圖書之間存在替代關(guān)系,所以電子圖書的銷售必然會(huì)帶來“利潤侵蝕”效應(yīng),但電子圖書對(duì)于紙制圖書的這種替代性并不總是帶來不好影響,本文從圖書供應(yīng)鏈協(xié)調(diào)問題研究出發(fā),證明了電子圖書對(duì)于紙制圖書的替代性可以幫助緩解紙制圖書供應(yīng)鏈成員間的沖突,幫助提高供應(yīng)鏈運(yùn)作效率。同時(shí),電子圖書對(duì)紙制圖書來說在還存在一定的互補(bǔ)性,這種互補(bǔ)性也可以緩解圖書供應(yīng)鏈雙渠道間沖突。另外,電子圖書供應(yīng)鏈和傳統(tǒng)紙制圖書供應(yīng)鏈之間還存在其它合作的可能性。
[Abstract]:The emergence of e-books is changing the reading habits of readers. The publishing process of e-books is very different from that of traditional paper books. The emergence of e-books has also brought unprecedented difficulties to book publishers. This paper attempts to analyze the impact of the emergence of e-books on the coordination of book supply chain based on readers' acceptance behavior analysis of e-books. Specifically, this paper analyzes this problem from the following four aspects: 1) the difference between the supply chain of electronic books and the supply chain of traditional paper books. The process of publication and distribution of electronic books is different from that of traditional paper books. This paper takes part in the main body from the supply chain. Supply chain structure, product characteristics and other aspects of the e-book supply chain and traditional paper book supply chain were compared and analyzed. This paper also analyzes the selection strategies of readers' e-books and paper-based books from the perspective of consumer behavior, and establishes a demand function based on them to further analyze the coordination of supply chain competition. 2) Analysis of the product form and channel selection strategy of book publishers. After the emergence of e-books, a big new problem that book publishers need to face is what kind of publishing form is to be published. The research results of this paper show that the publishers should enter the e-book market as soon as possible because of the cost advantage of e-books. But the decision to abandon the sale of paper books and simply publish e-books is not necessarily a better decision for publishers, at a time when consumer acceptance of e-books is still low. At the same time, when consumers still have paper book stickiness, it is a better strategy for publishers to choose to publish two kinds of books simultaneously. (3) Analysis on the attribution of pricing power of e-books. After the emergence of e-books. In practice, there are two pricing modes: traditional wholesale pricing model and agency model, which not only contain the attribution of pricing power. In the traditional wholesale price mode, the pricing power of e-books belongs to the book retailer, while in the agency mode, the pricing power of e-books belongs to the publisher. This paper attempts to analyze the price equilibrium and profit distribution under the two pricing modes from the perspective of supply chain coordination. The results show that the agent model can alleviate the conflict between the members of the supply chain. Greatly improve the operational efficiency of the supply chain. Analysis on the supply chain Coordination of E-Books and Paper Books. Because of the substitution relationship between e-books and paper-based books, the sale of e-books will inevitably bring "profit erosion" effect. However, e-books do not always have a bad effect on the substitution of paper books. This paper starts from the study of book supply chain coordination. It is proved that the substitution of e-books to paper-based books can help to alleviate the conflicts among the members of the supply chain of paper-based books and to improve the efficiency of supply chain operation. E-books are complementary to paper books, which can also alleviate the conflict between the two channels in the book supply chain. There are other possibilities of cooperation between e-book supply chain and traditional paper book supply chain.
【學(xué)位授予單位】：浙江大學(xué)
【學(xué)位級(jí)別】：博士
【學(xué)位授予年份】：2014
【分類號(hào)】：F274;G237.6-F

【引證文獻(xiàn)】

相關(guān)期刊論文 前1條

1 王丹妮;;新技術(shù)條件下的圖書編輯加工[J];讀書文摘;2015年22期

相關(guān)碩士學(xué)位論文 前1條

1 呂春燕;圖書維持轉(zhuǎn)售價(jià)格的反壟斷法規(guī)制研究[D];首都經(jīng)濟(jì)貿(mào)易大學(xué);2016年

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本文編號(hào)：1486899