异质产品视角下的双渠道冲突协调机制研究

发布时间：2018-04-23 01:06

本文选题：异质产品 + 双渠道冲突　；参考：《杭州电子科技大学》2014年硕士论文

【摘要】：在信息技术迅速发展的环境下，很多企业逐步开始利用网络销售产品，形成网络渠道与传统渠道共存的双渠道供应链（dual-channel supply chain）模式但是，一旦将网络渠道引入到固有销售模式中，，制造商除了是传统渠道零售商的供应商还成为了其竞争对手，从而原有的利益均衡遭到了破坏，势必会造成双渠道冲突在电子商务所带来的巨大销售机会与充满诱惑的利益面前，制造商显然不会为了避免双渠道冲突而拒绝网络渠道，而是不断寻找合适的协调策略来消除与零售商之间的正面冲突然而在同质产品双渠道下的价格战愈演愈烈，协调难度也越来越大，在这一市场背景下，随着消费者需求的日益多样化，调整产品结构也逐渐成为协调双渠道冲突的一种新方法鉴于一系列的复杂现状，本文将分析双渠道冲突的内在机理，并基于异质产品视角研究双渠道冲突协调机制首先，针对引起双渠道冲突的可能原因进行定性分析，并基于理论视角揭示了信息对称是整个双渠道系统实现优化运作的前提条件，而非充分条件，在信息对称情形下渠道冲突仍可能存在在管理实践中，信息不对称现象普遍存在于双渠道系统，则必然导致系统难以高效运作所以从信息对称和信息不对称两种情形进行定量分析，并对比分析了集中控制与分散控制决策下的系统利润，在此基础上揭示了双渠道冲突的内在机理，以及冲突对整个系统的实质性影响其次，从制造商角度出发，制造商为传统渠道零售商和网络渠道消费者提供的产品具有一定差异性（即双渠道销售异质产品），再将消费者偏好引入到消费者需求的分析中，利用消费者效用理论分析网络渠道和传统渠道的需求情况，并对比分析不同情形下（无消费者返利与提供消费者返利两种情形）的集中控制决策与分散控制决策，在此基础上，利用两部定价-消费者返利协调机制对提供消费者返利的异质产品双渠道进行协调，从而实现了双渠道系统的协调运作，并且数值仿真分析的应用，较好地验证了该协调机制的有效性最后，基于异质产品视角，分析零售商作为异质产品来源的双渠道供应链的运作机理，利用产品创新程度反映传统渠道和网络渠道所销售产品的差异化程度，并进一步分析在制造商不提供创新水平补偿和提供创新水平补偿两种情形下整个系统的运作绩效，最后采用两部定价-创新水平激励协调机制对异质产品双渠道系统进行协调，并且应用数值仿真分析了协调机制的有效性
[Abstract]:With the rapid development of information technology, many enterprises have gradually begun to use the network to sell their products and form a dual-channel supply chain model in which the network channel and the traditional channel coexist. However, once the network channel is introduced into the inherent sales mode, In addition to being a supplier of traditional channel retailers, manufacturers have become competitors, thus undermining the original balance of interests. In the face of the huge sales opportunities and seductive benefits brought about by e-commerce, manufacturers will obviously not reject the network channels in order to avoid the conflicts between the two channels. Instead, we are constantly looking for appropriate coordination strategies to eliminate the direct conflict with retailers. However, the price war under the dual channels of homogeneous products is becoming more and more intense, and coordination is becoming more and more difficult. In this market background, With the increasing diversification of consumer demand, adjusting the product structure has gradually become a new method to coordinate the conflict between two channels. In view of a series of complex situations, this paper will analyze the internal mechanism of the conflict. And based on the perspective of heterogeneous products, the coordination mechanism of conflict between two channels is studied. Firstly, qualitative analysis is carried out on the possible causes of dual channel conflicts, and based on the theoretical perspective, it is revealed that information symmetry is the precondition, not the sufficient condition, for the optimization operation of the whole dual channel system. In the case of information symmetry, channel conflict may still exist in the management practice, and the information asymmetry phenomenon generally exists in the dual channel system. Therefore, the information symmetry and information asymmetry are analyzed quantitatively, and the system profits under centralized control and decentralized control are compared and analyzed. On this basis, the internal mechanism of the conflict between two channels and the substantial influence of the conflict on the whole system are revealed. Secondly, from the manufacturer's point of view, the products provided by the manufacturer to the traditional channel retailer and the consumers of the network channel have certain differences (that is, double channels sell heterogeneous products), and then the consumer preference is introduced into the analysis of consumer demand. This paper analyzes the demand of the network channel and the traditional channel by using the consumer utility theory, and analyzes the centralized control decision and the decentralized control decision under different circumstances (no consumer return and providing consumer return), and on this basis, the paper analyzes the demand of the network channel and the traditional channel, and analyzes the centralized control decision and the decentralized control decision under different circumstances. Using the two-part price-consumer rebate coordination mechanism to coordinate the two channels of heterogeneous products which provide consumers' rebates, thus realizing the coordinated operation of the dual-channel system, and the application of numerical simulation analysis. The effectiveness of the coordination mechanism is well verified. Finally, based on the perspective of heterogeneous products, this paper analyzes the operating mechanism of the dual-channel supply chain of retailers as the source of heterogeneous products, and uses the degree of product innovation to reflect the degree of product differentiation between the traditional channel and the network channel. Furthermore, the performance of the whole system is analyzed under the condition that the manufacturer does not provide the innovation level compensation and the innovation level compensation is provided. Finally, the two-channel system of heterogeneous products is coordinated by the two-part price-innovation level incentive coordination mechanism. The effectiveness of the coordination mechanism is analyzed by numerical simulation.
【学位授予单位】：杭州电子科技大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F274

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