零售商增值服务对双渠道供应链成员竞争策略的影响研究

发布时间：2018-04-19 17:55

本文选题：双渠道供应链 + 增值服务　；参考：《南京航空航天大学》2014年硕士论文

【摘要】：近几年来随着互联网技术的深入应用与电子商务的迅速发展，消费者的购物行为呈现多样性的特点，越来越多的企业建立了网络直销渠道，并且与传统分销渠道的零售商形成了竞争关系，因此必然会对传统分销渠道带来很大的冲击。与此同时，以京东商城、苏宁易购、亚马逊等电子商务平台为代表的B2C网站以及以淘宝众多商家为代表的网络渠道零售商的交易额正在高速增长，也给传统分销渠道带来很大的冲击。为减少渠道冲突，增加自身收益，零售商普遍采用为消费者提供增值服务的方式来充分发挥传统分销渠道的优势，提高自身竞争力。因此在考虑零售商增值服务的情况下，制造商与零售商如何选择自己的竞争策略，越来越成为当前供应链问题的研究热点。在零售商提供增值服务的条件下，论文主要考虑了双渠道供应链下零售商提供增值服务所耗费的成本是否与制造商共享以及零售商增值服务具有溢出效应这两个因素对供应链成员竞争策略的影响，在已有文献的基础上，重点研究了电子商务环境下增值服务成本信息对于制造商的价值、对供应链整体收益的影响以及制造商与传统渠道零售商合作所引发的服务溢出效应对于网络渠道零售商收益的影响等。具体内容如下：本论文首先对当前包含一个制造商与一个传统零售商，制造商同时拥有直销与分销渠道的双渠道供应链模型进行了改进，重点考虑了零售商提供增值服务所耗费的成本对供应链成员决策的影响，，在市场需求函数中同时考虑不同渠道市场需求分配比例以及渠道真实价格对需求的影响，并引入了制造商关于零售商增值服务成本信息的预测函数，运用Stackelberg博弈理论分析了在成本信息共享及私有条件下制造商与零售商的均衡价格与服务水平、市场结构参数变化对供应链成员策略的影响、增值成本信息的价值以及供应链成员在不同条件下的竞争策略选择问题。其次考虑了市场中同时包含一个制造商、一个传统渠道零售商与一个网络渠道零售商的情形，传统渠道零售商与制造商形成合作关系后因为具有服务优势而成为相对强势零售商，而没有渠道服务优势的网络渠道零售商成为相对弱势零售商，在考虑传统渠道零售商服务对网络渠道零售商需求具有溢出效应的情况下，研究了各成员独立决策以及制造商与传统零售商集中决策两种条件下的制造商与零售商的策略选择问题，通过数值仿真进行了灵敏度分析及收益对比，给出了网络渠道零售商从传统零售商与制造商的合作关系中获益的条件等。研究发现，只有在价格竞争水平较低时，制造商才会选择与传统零售商进行合作，零售商之间可以通过提供差异化的价格与服务来实现“双赢”，渠道间服务差异对需求的影响程度与服务溢出效应的相互作用是网络渠道零售商能否从这种合作中获益的关键。
[Abstract]:In recent years, with the deep application of Internet technology and the rapid development of e-commerce, consumers' shopping behavior presents the characteristics of diversity, more and more enterprises have established network direct marketing channels.And with the traditional distribution channel retailers form a competitive relationship, so it will inevitably bring a great impact on the traditional distribution channels.At the same time, the volume of transactions of B2C websites, represented by JingDong Mall, JingDong easy Purchasing, Amazon and other e-commerce platforms, as well as online channel retailers represented by Taobao, is growing at a high speed.It also brings great impact to the traditional distribution channels.In order to reduce channel conflicts and increase their own profits retailers generally adopt the way of providing value-added services to consumers to give full play to the advantages of traditional distribution channels and improve their competitiveness.Therefore, how manufacturers and retailers choose their own competitive strategies has become a hot research topic in the current supply chain under the consideration of retailers' value-added services.Where retailers provide value-added services,This paper mainly considers whether the cost of providing value-added services is shared with manufacturers and whether retailer value-added services have spillover effect on the competition strategy of supply chain members under the dual-channel supply chain.Based on the existing literature, this paper focuses on the value of value-added service cost information to manufacturers in e-commerce environment.The influence on the overall revenue of the supply chain and the effect of service spillover effect caused by the cooperation between manufacturer and traditional channel retailer on the profit of network channel retailer and so on.The details are as follows:In this paper, we first improve the current supply chain model, which includes a manufacturer and a traditional retailer, and the manufacturer has both direct marketing and distribution channels.This paper focuses on the impact of the cost incurred by retailers in providing value-added services on the decision making of supply chain members. In the market demand function, the effects of different channel market demand distribution ratio and channel real price on demand are considered simultaneously.This paper also introduces the predictive function of the manufacturer's cost information about the retailer's value-added service, and analyzes the equilibrium price and service level between the manufacturer and the retailer under the condition of cost information sharing and private ownership by using the Stackelberg game theory.The influence of market structure parameters on supply chain members' strategies, the value of value-added cost information and the selection of supply chain members' competitive strategies under different conditions.Secondly, considering that the market includes a manufacturer, a traditional channel retailer and a network channel retailer at the same time,After forming a cooperative relationship between traditional channel retailers and manufacturers, they become relatively strong retailers because of their service advantages, while network channel retailers with no channel service advantages become relatively weak retailers.Considering the spillover effect of traditional channel retailer service on the demand of network channel retailer,In this paper, we study the policy selection of manufacturers and retailers under the conditions of independent decision of each member and centralized decision of manufacturer and traditional retailer. Sensitivity analysis and profit comparison are carried out through numerical simulation.The conditions for the retailers to benefit from the cooperative relationship between traditional retailers and manufacturers are given.The study found that only when the level of price competition is low will manufacturers choose to cooperate with traditional retailers, and retailers can achieve "win-win" by providing differentiated prices and services.The influence of service differences on demand and service spillover effect is the key to whether the network channel retailers can benefit from this kind of cooperation.
【学位授予单位】：南京航空航天大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F274;F271;F713.32

【参考文献】