双渠道供应链零售商服务溢出效应研究

发布时间：2018-05-03 13:34

本文选题：双渠道供应链 + 供应链结构　；参考：《东南大学》2017年硕士论文

【摘要】：物流配送体系的完善和互联网技术的长足发展,为制造商和零售商的销售提供了新的发展模式,配送方便、服务便捷的网络零售成为越来越多消费者的选择,传统零售和网络零售并存的双渠道供应链格局已经成为普遍的现象。在实际的经济活动中,双渠道供应链中零售商之间存在服务溢出效应,消费者在传统零售商和网络零售商之间的服务溢出效应中得到了便利和实惠,也导致传统零售商和网络零售商之间更加复杂的利益关系。因此研究双渠道供应链的服务溢出效应有助于解决双渠道供应链的渠道冲突问题,具有理论意义和实际应用价值。对于零售商合作的双渠道供应链,基于零售商横向集中决策的双渠道供应链模型,考虑网络零售渠道对传统零售渠道的服务溢出效应,运用消费者效用理论建立双渠道供应链需求模型,分析零售商不同零售方案的定价决策和效益,研究服务溢出效应对零售商利益关系以及对零售方案变动所引起的供应链成员效益的影响。结果表明,服务溢出效应影响双渠道供应链的零售商效益,服务溢出效应的程度反映供应链成员的竞争合作关系。另外,双渠道供应链中.零售服务水平越高、服务溢出程度越低,零售企业实施线上线下同价的零售方案对传统零售商和网络零售商总体利润造成的损失将越小。对于零售商不合作的双渠道供应链,考虑网络零售商和传统零售商存在双向服务溢出效应,应用消费者效用理论建立双渠道供应链需求模型,基于零售商分散决策、网络零售商与制造商纵向集中决策的双渠道供应链结构分析供应链成员的定价决策和效益。结果表明服务溢出效应影响零售商效益,服务溢出效应的程度反映供应链成员之间的竞争合作关系,并影响供应链成员提高零售服务水平的意愿。另外,纵向集中决策下,双渠道供应链中传统零售商的效益将受到损害,而制造商和网络零售商能够获得更高的效益。网络零售商服务水平越高或对网络零售商存在竞争关系的传统零售商服务水平越低,供应链成员在两种供应链结构下的效益差异越大。
[Abstract]:The improvement of logistics distribution system and the rapid development of Internet technology provide a new development model for manufacturers and retailers. The convenient distribution and convenient service of online retailing has become the choice of more and more consumers. The dual-channel supply chain pattern of traditional retail and network retailing has become a common phenomenon. In the actual economic activities, there exists service spillover effect between retailers in the two-channel supply chain, and consumers get convenience and benefit in the service spillover effect between traditional retailers and online retailers. It also leads to a more complex interest relationship between traditional retailers and online retailers. Therefore, it is of theoretical significance and practical value to study the service spillover effect of double-channel supply chain to solve the channel conflict problem of double-channel supply chain. For the dual-channel supply chain with retailers' cooperation, the service spillover effect of the online retail channel to the traditional retail channel is considered based on the two-channel supply chain model based on the retailers' horizontal centralized decision. Based on the theory of consumer utility, the demand model of two-channel supply chain is established, and the pricing decision and benefit of retailers' different retail schemes are analyzed. This paper studies the effects of service spillover effect on retailer's benefit relationship and on the benefit of supply chain member caused by the change of retail scheme. The results show that the service spillover effect affects the retailer benefit of the two-channel supply chain, and the degree of service spillover effect reflects the competitive and cooperative relationship of the members of the supply chain. In addition, two-channel supply chain. The higher the level of retail service, the lower the degree of service spillover, and the smaller the loss to the traditional retailers and network retailers caused by the online and offline retail schemes. Considering the two-way service spillover effect between the online retailer and the traditional retailer, the two-channel supply chain demand model is established based on the consumer utility theory, and based on the decentralized decision of the retailer, the two-channel supply chain with uncooperative retailers is considered. Two-channel supply chain structure based on Vertical centralized decision of Network retailers and Manufacturers the pricing decision and benefit of supply chain members are analyzed. The results show that the service spillover effect affects the retailer benefit, and the degree of service spillover effect reflects the competitive and cooperative relationship among the members of the supply chain, and affects the willingness of the supply chain members to improve the retail service level. In addition, under the vertical centralization decision, the benefit of the traditional retailers in the two-channel supply chain will be damaged, while the manufacturers and the online retailers can obtain higher benefits. The higher the service level of the network retailer or the lower the service level of the traditional retailer with competitive relationship to the network retailer, the greater the benefit difference between the members of the supply chain under the two supply chain structures.
【学位授予单位】：东南大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F274

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