B2C电子商务模式下供应链双渠道冲突与协调的契约设计

发布时间：2018-06-10 06:45

本文选题：多渠道 + 电子市场　；参考：《工业工程》2013年06期

【摘要】：为了分析制造商通过传统零售商分销产品的同时开辟网上直销渠道,采取混合双渠道战略后引起渠道冲突的内在原因,如何通过合同设计实现混合双渠道冲突的协调,运用博弈理论建立决策模型,分析了混合双渠道的均衡策略。研究表明:制造商采取混合双渠道战略分销产品将导致制造商利润增加而零售商的利润减少,引起渠道冲突。为了解决双渠道的冲突并实现混合双渠道的协调,设计了基于电子渠道价格加批发价的合同实现了双渠道供应链的协调。同时通过电子渠道价格加二部收费合同契约实现了双渠道供应链的协调,实现了供应链成员利润的帕累托改进,从而解决了双渠道的冲突问题。
[Abstract]:In order to analyze the internal causes of channel conflict caused by the strategy of mixed dual channel, how to coordinate the conflict of mixed two channels through contract design is analyzed in order to analyze the internal causes of channel conflict caused by manufacturers distributing products through traditional retailers and opening up online direct selling channels at the same time. The game theory is used to establish the decision model, and the equilibrium strategy of mixed two channels is analyzed. The research shows that the manufacturer adopts the mixed dual channel strategy to distribute the product will cause the manufacturer profit to increase and the retailer to reduce the profit, causes the channel conflict. In order to solve the conflict of two channels and realize the coordination of mixed two channels, a contract based on electronic channel price plus wholesale price is designed to realize the coordination of double channel supply chain. At the same time, through the electronic channel price plus two fee contracts, the coordination of the two-channel supply chain is realized, and the Pareto improvement of the profit of the members of the supply chain is realized, thus solving the conflict between the two channels.
【作者单位】：沈阳航空航天大学经济与管理学院;义乌市现代物流发展领导小组办公室;
【基金】：教育部人文社科青年基金资助项目(12YJC630312) 辽宁省优秀人才支持计划资助项目(WJQ2013004) 教育部人文社会规划基金资助项目(11YJA630165) 辽宁省社科基金资助项目(L12DJY053)
【分类号】：F274;F724.6

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