考虑市场结构和效率差异的竞争电信供应链渠道选择模型研究

发布时间：2018-03-27 11:08

本文选题：电信供应链　切入点：竞争　出处：《电子科技大学》2017年硕士论文

【摘要】：随着移动互联网时代的到来,移动终端设备逐渐成为人们生活中的必需品。移动终端市场竞争越来越激烈,同样电信运营市场的竞争也越来越激烈。终端制造商以及电信服务运营商组成的电信供应链除了提供更好的产品以及服务,他们也寄希望于通过合理的定价以及销售策略使自己保持足够的竞争力。比较常见两种销售渠道选择:自由销售和捆绑销售,捆绑销售是指终端制造商与电信运营商将终端设备和电信服务捆绑以一个价格出售。本文在线性需求的市场假设下,以两条电信行业中的电信供应链作为研究对象,其中每条电信供应链分别由一个终端制造商和一个电信运营商组成。探究两个维度(效率差异和市场结构),四种不同的市场情形下,两条电信供应链的在竞争情况下的渠道选择问题。四种市场情形分别为:供应链成本结构对称且市场权力结构对称,供应链成本结构对称且市场权力不对称,供应链成本结构不对称且市场权力对称,供应链成本结构不对称且市场权力不对称。通过求解分析得到的主要结论如下:1.在两条电信供应链市场权力相当的情况下,当市场竞争强度相对较小的时候两条电信供应链选择捆绑销售的方式参与竞争;当市场竞争强度较大的时候两条电信供应链选择自由销售的方式参与竞争。2.在电信供应链市场权力有差异的情况下,市场权力占优的供应链采取捆绑销售的方式参与市场竞争。如果两条供应链成本结构对称,对于市场权力处于劣势的供应链,当市场竞争强度相对较小的时候其采取捆绑销售的方式参与市场竞争,当市场竞争强度相对较大的时候其采取自由销售的方式参与竞争。如果两条供应链成本结构不对称,对于市场权力处于劣势的供应链,当占优供应链的成本总和较小的时候,其选择捆绑销售参与竞争,当占优供应链成本总和较大的时候,其选择自由销售的方式参与竞争。
[Abstract]:With the advent of the mobile Internet era, mobile terminal equipment has gradually become a necessity in people's lives. The market competition for mobile terminals is becoming more and more fierce. In the same way, the competition in the telecom operation market is becoming more and more intense. Besides providing better products and services, the telecommunications supply chain composed of terminal manufacturers and telecom service operators, They also hope to keep themselves competitive enough through reasonable pricing and marketing strategies. In this paper, under the assumption of linear demand, two telecom supply chains in telecom industry are taken as the research object. Each telecom supply chain is composed of a terminal manufacturer and a telecom operator. The four market situations are as follows: supply chain cost structure symmetry and market power structure symmetry, supply chain cost structure symmetry and market power asymmetry. The cost structure of the supply chain is asymmetric and the market power is symmetrical, the cost structure of the supply chain is asymmetric and the market power is asymmetric. The main conclusions obtained by solving the analysis are as follows: 1. Under the condition that the market power of the two telecom supply chains is equal, When the market competition intensity is relatively small, the two telecom supply chains choose the way of bundling sale to participate in the competition; When the market competition intensity is high, the two telecom supply chains choose the way of free sale to participate in the competition. 2. When the market power of the telecommunication supply chain is different, If the cost structure of the two supply chains is symmetrical, the supply chain with market power is at a disadvantage. When the market competition intensity is relatively small, it takes the form of bundling to participate in the market competition, and when the market competition intensity is relatively high, it takes the free sale way to participate in the competition. If the cost structure of the two supply chains is asymmetric, For the supply chain where the market power is at a disadvantage, when the total cost of the dominant supply chain is small, it chooses bundled sales to participate in the competition, and when the cost sum of the dominant supply chain is larger, it chooses the way of free sale to participate in the competition.
【学位授予单位】：电子科技大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F626;F274

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