双渠道供应链的信息共享策略及协调机制研究

发布时间：2018-03-09 19:46

本文选题：双渠道　切入点：信息共享　出处：《天津大学》2014年硕士论文　论文类型：学位论文

【摘要】：电子商务在全球范围内迅猛发展，给传统的分销方式带来了很大的变革与冲击。越来越多的企业将互联网平台作为一种新的销售渠道，以增加市场份额、提升企业竞争力、创造更多的商业机会和利润。然而，电子商务在线渠道的引入带来机遇的同时，也带来了很多挑战，如与传统零售渠道产生了横向竞争，可能导致整个供应链系统的低效并导致成员企业利益受损。在需求不确定的双渠道供应链环境下，信息共享能为供应链各节点企业及其供应链整体带来多少收益绩效，这是本文着重研究的问题。本文假设在一个开设了直销渠道的制造商和一个传统零售商组成的二级供应链背景下，应用博弈论、供应链管理及机制设计等理论，考虑了三种情形下的模型和框架：零售商不对直销渠道做出反应的情形、零售商提升商品服务价值的情形、以及制造商将直销渠道部分收益和零售商共享的情形。本文比较了信息对称和信息不对称两种情形下供应链的收益绩效，并讨论了零售商主动参与信息共享的条件。相对于已有研究，本文考虑了零售商通过在传统零售渠道增加服务来应对直销渠道的竞争，使得本文研究的环境更接近实际情况。进一步，本论文建立了激励零售商和制造商共享信息的机制，考虑了收益共享契约下信息共享对供应链的影响。最后，还借助Mathematica对决策模型进行了数值模拟，，讨论了参数对供应链双方的影响。通过研究发现，信息共享总能使制造商获益；而在满足一定条件时，零售商也可由信息共享获益而主动分享其信息，其他情况下制造商可以分出部分提升收益给零售商，以激励其配合供应链信息共享的实现。
[Abstract]:The rapid development of electronic commerce in the global scope has brought great changes and impacts to the traditional distribution mode. More and more enterprises regard the Internet platform as a new sales channel to increase market share and enhance the competitiveness of enterprises. Create more business opportunities and profits. However, the introduction of e-commerce online channels brings opportunities as well as many challenges, such as horizontal competition with traditional retail channels. It may lead to the inefficiency of the whole supply chain system and damage the interests of the member enterprises. Under the environment of double channel supply chain with uncertain demand, how much benefit performance can information sharing bring to each node enterprise of supply chain and its whole supply chain? This paper assumes that under the background of a manufacturer with direct selling channel and a traditional retailer, the theory of game theory, supply chain management and mechanism design is applied. The models and frameworks are considered in three situations: the situation in which retailers do not respond to direct selling channels, and the cases in which retailers increase the value of goods and services. This paper compares the profit performance of the supply chain with that of information asymmetry and information symmetry. This paper also discusses the conditions for retailers to actively participate in information sharing. Compared with the previous research, this paper considers that retailers can cope with the competition of direct selling channels by adding services to traditional retail channels. Further, this paper establishes a mechanism to encourage retailers and manufacturers to share information, and considers the impact of information sharing on supply chain under revenue-sharing contract. Mathematica is also used to simulate the decision model, and the influence of parameters on both sides of supply chain is discussed. Through the research, it is found that information sharing can always benefit manufacturers, but when certain conditions are satisfied, Retailers can also benefit from information sharing and actively share their information. In other cases, manufacturers can allocate part of the proceeds to retailers to encourage them to cooperate with the realization of information sharing in the supply chain.
【学位授予单位】：天津大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F274

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