考虑服务搭便车的制造商主导的双渠道供应链竞争与协调研究

发布时间：2018-06-15 02:02

本文选题：双渠道 + 搭便车　；参考：《厦门大学》2014年硕士论文

【摘要】：近几年来电子商务获得了快速的发展,在此背景下越来越多的企业开始考虑开辟电子直销渠道,与原有的传统零售渠道共同经营,形成双源渠道。以获得更大的市场份额,提升品牌知名度,提升更多的利润。然而,电子直销渠道的引入导致新的问题：一方面,由于传统渠道提供服务的成本较高而电子渠道提供服务的成本较低,消费者在不同渠道间进行搭便车购买的行为损害了传统渠道提供服务的积极性；另一方面,直销渠道的低服务水平已经成为严重制约消费者进行网络消费的因素。因此,如何协调好渠道间的搭便车问题成为一个值得研究的问题。首先,为了与双渠道供应链进行对比,本文考虑电子渠道引入之前的情形,建立一个单渠道供应链,运用博弈论寻求制造商占主导的供应链中各成员的竞争决策,由于此时并不存在渠道间的冲突也不存在渠道间的搭便车现象,因此可以很好地验证协调策略对于电子渠道引入后的供应链的协调效果。接着,本文考虑电子渠道引入后的情形,建立一个双渠道供应链,运用博弈论探讨制造商占主导的供应链中各成员的竞争决策,重点分析服务需求弹性系数和搭便车因子对于竞争决策的影响,并运用Matlab进行数值分析。然后,提出了服务成本共担的策略以及服务成本共担且利润共享策略,运用Matlab进行数值分析并对两种协调策略做比较。最后,通过对B公司现阶段渠道冲突问题进行分析,结合本文研究结论提出改进和建议。
[Abstract]:With the rapid development of electronic commerce in recent years, more and more enterprises begin to consider developing electronic direct marketing channels, which can be operated jointly with the traditional retail channels and form dual-source channels. In order to obtain greater market share, enhance brand awareness, enhance more profits. However, the introduction of electronic direct selling channels leads to new problems: on the one hand, because of the higher cost of providing services through traditional channels and the lower cost of providing services through electronic channels, The hitchhiking behavior of consumers in different channels damages the enthusiasm of traditional channels to provide services. On the other hand, the low service level of direct marketing channels has become a serious constraint on consumers to spend on the network. Therefore, how to coordinate the problem of hitchhiking between channels has become a problem worth studying. First of all, in order to compare with the two-channel supply chain, this paper considers the situation before the introduction of electronic channel, establishes a single-channel supply chain, and uses game theory to seek the competitive decision of each member in the supply chain dominated by manufacturers. Because there is no conflict between channels and no free-rider among channels at this time, the coordination effect of coordination strategy on the supply chain after the introduction of electronic channels can be well verified. Then, considering the situation after the introduction of electronic channels, this paper establishes a two-channel supply chain, and uses game theory to discuss the competitive decision of each member in the supply chain dominated by manufacturers. The influence of elasticity coefficient of service demand and hitchhiker factor on competitive decision is analyzed, and numerical analysis is carried out with Matlab. Then, the service cost sharing strategy and the service cost sharing and profit sharing strategy are put forward, and the two coordination strategies are compared by using Matlab. Finally, through the analysis of channel conflict in Company B at present, this paper puts forward some improvement and suggestions.
【学位授予单位】：厦门大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F274

【参考文献】