不同渠道权力结构下的多渠道供应链定价与协调研究

发布时间：2018-07-13 15:55

【摘要】：随着电子商务的迅猛发展,互联网作为一种新的产品销售渠道将发挥越来越重要的作用,供应链系统中的各成员企业面临渠道多样化、渠道竞争和冲突等新一系列的挑战。所以为在电子商务这一新兴浪潮中取得优势,供应链中各成员企业迫切需要对各自的营销策略进行重新规划和管理。考虑到现有的多渠道供应链的契约协调机制大多是在传统供应链的契约协调机制基础上延伸发展而来,并没有将多渠道供应链中各成员企业是既合作又竞争的关系考虑到机制中来,所以大部分协调机制均未能达到预期效果。针对此问题,论文通过结合博弈理论和供应链契约协调理论,在渠道协调与各成员企业利润最大化的双重约束下,从传统零售渠道、电子零售渠道以及电子直销渠道三者的冲突入手,分别研究不同渠道权力平等和不平等条件下的多渠道供应链的定价和协调问题。通过认真识别渠道冲突的关键因素,进而得到了收入共享契约协调机制。最后论文还引入数值分析对论文分析过程以及结果的正确性进行了论证。通过论文研究结果表明,不论处于渠道权力平等和不平等的多渠道供应链中,由于双重边际效应的存在,分散决策和价格一致决策时供应链利润均小于集中决策时的供应链利润；而采用收入共享契约协调机制不仅兼顾了多渠道供应链中各成员企业利益,同时还提高了整个供应链系统的利益,这也就实现了多渠道供应链的完美协调。
[Abstract]:With the rapid development of e-commerce, the Internet, as a new product marketing channel, will play a more and more important role. The members of the supply chain system are facing a new series of challenges, such as channel diversification, channel competition and conflict. Therefore, in order to gain advantages in the emerging wave of e-commerce, each member of the supply chain is a member of the chain. Industry urgently needs to re plan and manage their marketing strategies.
Considering that the existing multi-channel supply chain contract coordination mechanism is mostly based on the contract coordination mechanism of the traditional supply chain, it does not take the relationship between the members of the multi-channel supply chain into consideration in the mechanism of cooperation and competition, so most of the coordination mechanisms have failed to achieve the desired results. By combining the game theory and the supply chain contract coordination theory, the thesis begins with the conflict between the traditional retail channels, the electronic retail channels and the electronic direct marketing channels under the dual constraints of the channel coordination and the maximization of the profit of each member, and studies the multi channel supply chain under the equal and unequal channels of power in different channels, with the start of the conflict between the traditional retail channels, the electronic retail channels and the three channels of electronic direct selling channels. By carefully identifying the key factors of the channel conflict, we get the coordination mechanism of the income sharing contract. Finally, the paper also introduces the numerical analysis to demonstrate the correctness of the paper analysis process and the results.
The research results show that the supply chain profit is less than the supply chain profit in the centralized decision-making and the price decision making, regardless of the dual marginal effect in the multi channel supply chain with equal channel power and inequality, and the revenue sharing contract coordination mechanism not only takes into account the supply chain supply, but also the multi channel supply. The interests of each member enterprise in the chain also improve the interests of the whole supply chain system, which realizes the perfect coordination of multi-channel supply chain.
【学位授予单位】：西南交通大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F274

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