O2O模式下基于供应契约的服务供应链协调研究

发布时间：2018-03-20 05:11

本文选题：O2O模式　切入点：服务供应链　出处：《东华大学》2015年硕士论文　论文类型：学位论文

【摘要】：随着互联网及移动互联网的电子商务的迅速发展，O2O商业模式日益受到重视，越来越多的传统行业企业通过O2O模式增加竞争力，尤其是服务行业。关于O2O模式的理论研究还没有形成体系化，因此本文根据已有的研究成果所提供思考方法，结合O2O模式和服务供应链特点，给出O2O模式下服务供应链中各成员的收益模型。首先，本文根据O2O商业模式及服务供应链的特点，不考虑任何协调机制，进行模型假设及参数设置：供应商按销售额的一定比例向代理商支付佣金，构建委托-代理模式下的收益模型，分别对服务供应商、代理商最优收益分析，并进行数值仿真计算供应链及各成员收益，并进一步分析了佣金率、客户的评价系数及平台代理商的服务成本系数对服务供应链利润的影响，说明O2O模式下服务供应链可以通过调整某些参数来改善供应链双边际效应，，提高平台代理商服务努力水平，从而提高利润，为后续协调研究作比较。其次，在基础收益模型的基础上，考虑转移支付激励机制，建立该情形下服务供应链的收益模型。研究表明转移支付激励机制的利润要高于基本模型下的收益，并且对于新增总收益的划分取决于平台代理商和服务供应商之间的讨价还价能力。并通过分析转移支付下上述参数对供应链收益的影响，得到转移支付可使相应参数绩效更优的结论。再次，在转移支付的基础上，同时考虑成本分担策略，建立该情形下服务供应链的收益模型。结果表明成本分担策略下，由于平台代理商成本降低，服务水平提升，供应链收益有所增加。同理，通过分析成本分担策略下上述参数对供应链收益的影响，得到成本分担策略可使相应参数绩效更有的结论。最后，对研究内容进行了总结与评价，并提出了进一步的研究方向。
[Abstract]:With the rapid development of electronic commerce on the Internet and mobile Internet, more and more enterprises in traditional industries increase their competitiveness through the O2O model. Especially in the service industry. The theoretical research on the O2O model has not yet been systematized, so this paper combines the O2O model and the characteristics of the service supply chain according to the thinking methods provided by the existing research results. The income model of each member in the service supply chain under O _ 2O mode is given. First of all, according to the characteristics of O2O business model and service supply chain, and without considering any coordination mechanism, this paper makes the model assumption and parameter setting: the supplier pays commission to the agent according to a certain proportion of the sales volume. The income model under the principal-agent model is constructed to analyze the optimal income of service providers and agents respectively. Numerical simulation is carried out to calculate the revenue of the supply chain and its members, and the commission rate is further analyzed. The influence of customer evaluation coefficient and service cost coefficient of platform agent on the profit of service supply chain shows that service supply chain can improve the double marginal effect of supply chain by adjusting some parameters under O _ 2O mode. Improve the platform agent service level, thereby increasing the profit, for the follow-up coordination study to make a comparison. Secondly, on the basis of the basic income model, considering the incentive mechanism of transfer payment, the profit model of the service supply chain under this situation is established. The research shows that the profit of the incentive mechanism of transfer payment is higher than that of the basic model. And the division of the new total income depends on the bargaining power between the platform agent and the service provider, and through the analysis of the impact of the above parameters on the supply chain income under the transfer payment, The conclusion that transfer payment can improve the performance of the corresponding parameters is obtained. Thirdly, on the basis of transfer payment and considering the cost sharing strategy, the profit model of the service supply chain is established. The results show that the cost of the platform agent is reduced and the service level is improved under the cost sharing strategy. In the same way, by analyzing the effect of the above parameters on the supply chain income under the cost sharing strategy, the conclusion that the cost sharing strategy can make the performance of the corresponding parameters more effective is obtained. Finally, the research contents are summarized and evaluated, and further research directions are proposed.
【学位授予单位】：东华大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F274

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