外卖O2O供应链竞合博弈及联盟利益分配研究

发布时间：2018-02-26 21:15

本文关键词： O2O 收益分配合作博弈非合作博弈　出处：《东华大学》2017年硕士论文　论文类型：学位论文

【摘要】：如今,O2O电子商务模式已经成为人们消费的主战场,线上线下协同销售已经成为社会主流的商品销售方式之一。本文研究的是近几年新兴的外卖O2O平台模式。自2009年第一批外卖公司成立,也不过是六七年。自2013年、2016年外卖平台经历了两轮爆发式增长,现已成为人们生活中不可或缺的部分。外卖O2O平台想要获得增长,精确的利益分配方案无疑最重要研究方向之一。本文以外卖O2O电子商务模式为研究背景,以外卖O2O平台—餐饮服务商二元O2O供应链为研究对象,理论研究与现实基础相结合,运用竞争博弈、合作博弈两套博弈论方法体系,多角度研究了供应链各成员的最优收益分配方案。第一部分,本文考虑了实际情况中餐饮服务提供商与外卖O2O平台经营的多重影响因素,包括餐品潜在需求量,渠道忠诚度,O2O平台补贴投入,餐饮商餐品质量投入,竞价排名投入,以及消费者对不同因素的敏感性,投入-产出弹性等因素,以餐饮服务商质量投入,平台补贴投入,以及佣金率为主要研究对象,模拟O2O供应链实际运行环境,建立外卖O2O供应链基本利润模型。第二部分,分别以竞争博弈、合作博弈为视角,依次建立Bertrand竞争型博弈,Stackelberg竞争型博弈以及合作博弈模型,在供应链基本利润模型的基础上,分析了O2O供应链各成员在“各自为政”,“一强一弱”,以及“开诚合作”三种不同情形下,供应链成员最优的投入选择,最大收益,及佣金率,比较了三种情况下各研究变量的优劣关系。第三部分,在总利润最优的合作博弈下,以联盟合作博弈的收益分配方法为视角,以第二部分中合作博弈下的供应链收益为特征函数,建立了基于Owen联盟值的外卖O2O供应链利益分配模型,运用算例仿真求解模型,为外卖O2O供应链各成员提出了科学有效的收益分配方案。第四部分,在第三部分Owen联盟值收益分配方案的基础上进一步改进,基于实际情况中外卖O2O供应链中不同供应链成员的努力程度不同,在Owen联盟值中引入模糊数学进行改进,证明了模糊Owen值的五条性质并建立基于模糊Owen联盟值的外卖O2O供应链利益分配模型,提出在模糊联盟下的O2O供应链收益分配方案。此外,还实施了几种分配方案的对比分析,并得出最终的结论。
[Abstract]:Today, the O2O e-commerce model has become the main battleground for people's consumption. Online and offline collaborative sales have become one of the mainstream commodity sales methods. This paper studies the emerging takeout O2O platform model in recent years. Since 2009, the first batch of takeaway companies have been established. 67. Since 2013 and 2016, the take-out platform has gone through two rounds of explosive growth and has become an integral part of people's lives. There is no doubt that one of the most important research directions is the precise benefit distribution scheme. This paper takes the takeaway O2O e-commerce model as the research background, and takes the takeout O2O platform-catering service provider dual O2O supply chain as the research object, and combines the theoretical research with the practical basis. Using the competitive game and cooperative game theory, this paper studies the optimal income distribution scheme of each member of the supply chain from many angles. The first part is the research on the optimal income distribution scheme of the members of the supply chain. In this paper, we consider many factors that affect the operation of catering service providers and take-out O2O platforms, including the potential demand for meals, channel loyalty and O _ 2O platform subsidy input, food quality input, bidding ranking input, etc. And consumer sensitivity to different factors, input-output elasticity and other factors, such as quality input of catering service provider, platform subsidy input, and commission rate as the main research object, simulate the actual operating environment of O2O supply chain. In the second part, from the perspective of competition game and cooperative game, the Bertrand competitive game and the cooperative game model are established respectively, and on the basis of the supply chain basic profit model, the two models are established. This paper analyzes the optimal input choice, maximum income and commission rate of the members of the O2O supply chain under three different situations: "one strong and one weak", "one strong and one weak" and "open and sincere cooperation". In the third part, under the cooperative game with optimal total profit, the income distribution method of alliance cooperative game is taken as the angle of view. Taking the profit of supply chain in the second part of the cooperative game as the characteristic function, the profit distribution model of take-out O2O supply chain based on Owen alliance value is established, and the model is solved by example simulation. This paper proposes a scientific and effective income distribution scheme for all members of the takeout O2O supply chain. Part 4th, which is based on the third part of the Owen alliance value income distribution scheme, is further improved. Based on the different efforts of different supply chain members in the take-out O2O supply chain, fuzzy mathematics is introduced into the Owen alliance value to improve it. This paper proves the five properties of fuzzy Owen value, establishes the profit distribution model of takeout O2O supply chain based on fuzzy Owen alliance value, and puts forward the profit distribution scheme of O2O supply chain under fuzzy alliance. In addition, the comparison and analysis of several distribution schemes are carried out. And draw the final conclusion.
【学位授予单位】：东华大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F724.6;F719.3;F224.32

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