基于零售商服务偏差风险的双渠道供应链成员最优策略研究

发布时间：2018-06-07 09:30

本文选题：双渠道供应链 + 零售商服务偏差风险　；参考：《燕山大学》2014年硕士论文

【摘要】：近年来，电子商务行业迅速崛起，占据了重要的市场地位。随后，第三方物流也开始迅猛发展。在这一行业背景下，大型企业的制造商们纷纷开辟线上直销渠道与线下零售渠道并存的销售模式。然而随着双渠道模式的出现，渠道冲突也随之产生。为了缓解渠道冲突，避免制造商和零售商之间的恶性竞争，制造商通常采取产品差异化战略。而零售渠道也利用实体经营的优势，通过提供增值服务来吸引更多顾客。然而零售商的服务水平在实际销售过程中存在发生偏差的风险，这将影响产品需求量，进而对渠道成员的利益造成不可忽视的影响。论文通过建立双渠道供应链的二阶段博弈模型，并对模型的求解得出理论成果，在此基础上对A公司进行实证研究，验证了理论成果的正确，并对A公司的供应链成员最优策略提出建议。具体研究如下：研究了无零售商服务偏差风险的双渠道供应链成员最优策略。主要包括无零售商服务偏差风险的双渠道供应链成员的价格最优策略、生产量最优策略以及供应链总利润。研究了有零售商服务偏差风险的双渠道供应链成员最优策略。主要包括有零售商服务偏差风险的双渠道供应链成员的价格最优策略、生产量最优策略以及供应链总利润。最后论文对A企业进行实证研究，分析零售商服务偏差对A企业供应链成员最优策略的影响。并在此基础上针对A企业提出了最优策略和建议。论文的研究丰富了双渠道供应链的研究课题，，通过案例分析为双渠道供应链中的实际企业提供决策依据，企业能够结合理论依据并根据自身情况的及时作出有利于自身利益的反应。
[Abstract]:In recent years, the e-commerce industry has risen rapidly and occupied an important market position. Subsequently, third-party logistics also began to develop rapidly. Under the background of this industry, manufacturers of large enterprises have opened up online direct selling channels and offline retail channels. However, with the emergence of dual channel mode, channel conflict also arises. In order to alleviate channel conflicts and avoid vicious competition between manufacturers and retailers, manufacturers usually adopt product differentiation strategy. Retail channels also take advantage of physical operations to attract more customers by providing value-added services. However, the service level of retailers has the risk of deviation in the actual sales process, which will affect the demand for products, and then the interests of channel members can not be ignored. In this paper, the two-stage game model of two-channel supply chain is established, and the theoretical results are obtained by solving the model. On this basis, the empirical research on company A is carried out, which verifies the correctness of the theoretical results. And put forward the suggestion to the supply chain member's optimal strategy of A company. The specific research is as follows: the optimal strategy of double channel supply chain members without retailer service deviation risk is studied. It mainly includes the price optimal strategy, the optimal production strategy and the total profit of the supply chain with no risk of retailer service deviation. This paper studies the optimal strategy of double channel supply chain members with the risk of retailer service deviation. It mainly includes the price optimal strategy, the optimal production strategy and the total profit of the supply chain with the risk of retailer service deviation. Finally, the paper makes an empirical study on enterprise A, and analyzes the influence of retailer service deviation on the optimal strategy of supply chain members. On this basis, the optimal strategy and suggestions are put forward for A enterprise. The research of this paper enriches the research topic of the double channel supply chain, and provides the decision basis for the actual enterprise in the double channel supply chain through the case analysis. Enterprises can combine the theoretical basis and according to their own circumstances to timely respond to their own interests.
【学位授予单位】：燕山大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F274;F224

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