本文關(guān)鍵詞： 雙渠道供應(yīng)鏈 合作廣告 網(wǎng)絡(luò)渠道 渠道競(jìng)爭(zhēng)　出處：《東南大學(xué)》2017年碩士論文　論文類型：學(xué)位論文

【摘要】：伴隨著電子商務(wù)和網(wǎng)絡(luò)技術(shù)的迅猛發(fā)展,以及人們消費(fèi)觀念的轉(zhuǎn)變,企業(yè)積極參與渠道整合,紛紛開辟網(wǎng)上直銷渠道將產(chǎn)品直接銷售給終端消費(fèi)者,電商平臺(tái)為零售交易的信息傳遞和在線支付結(jié)算提供了前所未有的便捷,網(wǎng)絡(luò)營(yíng)銷與傳統(tǒng)零售并存的雙渠道成為企業(yè)實(shí)現(xiàn)產(chǎn)品交易的重要途徑。合作廣告策略作為一種重要網(wǎng)絡(luò)營(yíng)銷手段和產(chǎn)品分銷合作機(jī)制,諸多企業(yè)紛紛采用以改善供應(yīng)鏈績(jī)效和市場(chǎng)需求。特別在網(wǎng)絡(luò)化時(shí)代,企業(yè)采用雙渠道供應(yīng)鏈結(jié)構(gòu)并利用合作廣告策略具有重要意義。本文首先對(duì)電子商務(wù)的發(fā)展和合作廣告的重要性等進(jìn)行了闡述,并網(wǎng)絡(luò)營(yíng)銷、雙渠道供應(yīng)鏈、合作廣告等國(guó)內(nèi)外研究現(xiàn)狀進(jìn)行了歸納整理。其次,本文基于網(wǎng)絡(luò)廣告情形下,分別從邊際利潤(rùn)和定價(jià)視角研究雙渠道供應(yīng)鏈中的合作廣告策略。從邊際利潤(rùn)視角分別比較了分散式雙渠道結(jié)構(gòu)下非合作廣告模式、分散式雙渠道結(jié)構(gòu)下合作廣告模式、集中式雙渠道結(jié)構(gòu)下戰(zhàn)略聯(lián)盟模式三種決策模式,通過(guò)構(gòu)建制造商和零售商的最優(yōu)化模型,采用兩階段博弈和數(shù)值分析,研究雙渠道供應(yīng)鏈中合作廣告的經(jīng)濟(jì)效應(yīng)。再次,本文引入價(jià)格因素考慮網(wǎng)絡(luò)廣告情形下,分析雙渠道供應(yīng)鏈中決策主體分別在集中式、分散式雙渠道結(jié)構(gòu)下的定價(jià)決策、合作廣告策略和供應(yīng)鏈績(jī)效。最后,考慮制造商采用網(wǎng)絡(luò)分銷代理零售商代替實(shí)體店鋪零售商的情形,分析了雙渠道供應(yīng)鏈中的價(jià)格決策和合作廣告策略。通過(guò)構(gòu)建基于網(wǎng)絡(luò)分銷代理零售渠道和網(wǎng)絡(luò)直銷渠道的兩階段博弈模型,分別考慮了集中式雙渠道供應(yīng)鏈模式和分散式雙渠道供應(yīng)鏈模式下的合作廣告投入和價(jià)格策略,并分析了零售渠道市場(chǎng)占有率、網(wǎng)絡(luò)適應(yīng)度與雙渠道供應(yīng)鏈價(jià)格、合作廣告投入、制造商和零售商收益的關(guān)系。本文對(duì)網(wǎng)絡(luò)營(yíng)銷情形下雙渠道供應(yīng)鏈中的合作廣告進(jìn)行了研究,完善了雙渠道供應(yīng)鏈和合作廣告的理論研究,并為企業(yè)實(shí)踐提供了決策參考。
[Abstract]:With the rapid development of electronic commerce and network technology, as well as the change of people's consumption concept, enterprises actively participate in the integration of channels and open up online direct marketing channels to sell products directly to end consumers. The e-commerce platform provides unprecedented convenience for information transmission and online payment and settlement of retail transactions. The coexistence of network marketing and traditional retail has become an important way for enterprises to achieve product transactions. Cooperative advertising strategy is an important means of network marketing and product distribution cooperation mechanism. Many enterprises have adopted to improve supply chain performance and market demand, especially in the networked era, It is of great significance for enterprises to adopt the structure of double channel supply chain and use cooperative advertising strategy. Firstly, this paper expounds the development of electronic commerce and the importance of cooperative advertising, and network marketing, double channel supply chain, etc. Cooperative advertising and other domestic and foreign research status is summarized. Secondly, this paper based on the case of network advertising, From the perspective of marginal profit and pricing, this paper studies the cooperative advertising strategy in the dual-channel supply chain. From the perspective of marginal profit, the paper compares the non-cooperative advertising model under the decentralized double-channel structure and the cooperative advertising model under the decentralized double-channel structure. This paper studies the economic effect of cooperative advertising in dual channel supply chain by constructing the optimal model of manufacturer and retailer, using two-stage game and numerical analysis. This paper introduces the price factor to consider the network advertising situation, analyzes the pricing decision, cooperative advertising strategy and supply chain performance of the decision makers in the dual channel supply chain under the centralized and decentralized dual channel structure respectively. Considering the use of online distribution agency retailers by manufacturers in place of brick-and-mortar retailers, This paper analyzes the price decision and cooperative advertising strategy in the double channel supply chain, and constructs a two-stage game model based on the network distribution agent retail channel and the network direct selling channel. This paper considers the cooperative advertising input and price strategy under the centralized and decentralized double-channel supply chain mode, and analyzes the market share of retail channel, the network adaptability and the price of double-channel supply chain. This paper studies the cooperative advertising in the two-channel supply chain under the circumstance of network marketing, and consummates the theoretical research of the double-channel supply chain and cooperative advertising. It also provides decision-making reference for enterprise practice.
【學(xué)位授予單位】：東南大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2017
【分類號(hào)】：F274;F224.32;F713.8

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