基于零售商强势的双渠道供应链研究
发布时间：2018-07-14 15:13
【摘要】：近年来，我国电子商务得到了迅速的发展，正逐渐成为市场交易的重要组成形式。网上零售正成为现在和未来商业竞争的重要手段之一，许多“电子零售商”应运而生。其中制造商双渠道供应链不仅使得市场的渗透能力得到很大提高，同时还带来了全新的价值转移模式，大型零售商沃尔玛、家乐福，家电巨头苏宁、国美等也开始实施在线渠道和原有单渠道构成零售商双渠道销售模式。尽管在线直销与传统分销并存的双渠道模式已成为企业营销的一大特点，但直销渠道的出现必然会与传统分销渠道竞争，从而引发双渠道市场的关键问题：渠道冲突。另外，一些零售企业市场控制力有逐渐集中与加强的趋势，在零售业垄断趋势加剧的背景下，上游制造商对下游大型零售商的销售渠道依赖加剧，协调上游制造商与下游大型零售商的关系成为又一难题。本文对零售商双渠道和制造商双渠道的区别进行研究，，并揭示零售商双渠道的适用条件，发现其在制造商双渠道无法适用的环境下可以改善供销双方的利润，采用数量折扣契约可以完美协调零售商双渠道从而增加了其实际使用价值。这对于在日益加剧的行业竞争下，协调零售商传统零售与网上直销并存的双渠道模式，提升供应链绩效具有重要意义。 论文在结构上共分五部分，其中第一部分绪论。总结研究背景并指出研究意义，对本文研究对象进行概念定义，接着阐述本文的研究目的和研究方法，给出论文主要内容。第二部分相关文献综述。围绕供应链类型和比较选择、双渠道冲突及其协调机制、零售商供应链等方面进行文献梳理归纳。第三部分市场需求增加对零售商的双渠道模式的影响分析。在零售商强势的背景下考虑开辟在线渠道会新增市场份额这一因素，将其与制造商双渠道模式进行比较研究，从理论上分析了两种双渠道模式。第四部分从理论上将零售商双渠道供应链与单渠道供应链、制造商双渠道供应链进行比较分析，探讨零售商构建双渠道在不同势力下的适用条件，并使用数量折扣分别对制造商双渠道和零售商双渠道供应链进行协调。第五部分总结了论文的研究结论。
[Abstract]:In recent years, e-commerce in China has been developing rapidly and has gradually become an important form of market transactions. Online retailing is becoming one of the important means of commercial competition now and in the future, and many electronic retailers emerge as the times require. The manufacturer's dual-channel supply chain not only improves the penetration ability of the market, but also brings a new value transfer model. Large retailer Wal-Mart, Carrefour, home appliance giant Su Ning, Gome and so on also began to implement online channels and the original single channel retailers two-channel sales model. Although the dual channel mode of online direct marketing and traditional distribution has become a major feature of enterprise marketing, the emergence of direct marketing channels will inevitably compete with traditional distribution channels, thus leading to the key problem of dual channel market: channel conflict. In addition, the market control of some retail enterprises is gradually concentrated and strengthened. Under the background of the increasing trend of monopoly in the retail industry, the upstream manufacturers rely more and more on the sales channels of the downstream large retailers. Reconciling upstream manufacturers with large downstream retailers is another challenge. This paper studies the difference between retailers' double channels and manufacturers' double channels, and reveals the applicable conditions of retailers' dual channels. It is found that it can improve the profit of both suppliers and marketers under the circumstances where the manufacturer's dual channels cannot be applied. The quantity discount contract can perfectly coordinate the retailers' dual channels, thus increasing its practical value. This is of great significance to the coordination of the dual channel mode of traditional retail and online direct sales under the increasingly fierce competition in the industry and to the improvement of supply chain performance. The thesis is divided into five parts in structure, the first part is introduction. This paper summarizes the research background and points out the significance of the research, defines the research object, then expounds the research purpose and research method, and gives the main contents of the paper. The second part is related literature review. The literature about supply chain type and comparative selection, double channel conflict and its coordination mechanism, retailer supply chain and so on are summarized. The third part analyzes the influence of increasing market demand on retailers' dual channel model. Under the background of retailer's strength, considering the factor that opening online channel will increase market share, this paper compares it with manufacturer's dual-channel mode, and analyzes two kinds of dual-channel mode theoretically. In the fourth part, the author makes a comparative analysis of the retailers' double channel supply chain and the single channel supply chain and the manufacturer's double channel supply chain theoretically, and probes into the suitable conditions for retailers to construct the double channel supply chain under different influence. The quantity discount is used to coordinate the supply chain between manufacturer and retailer. The fifth part summarizes the conclusion of the thesis.
【学位授予单位】：重庆大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F274;F724.6;F724.2
本文编号：2122053
[Abstract]:In recent years, e-commerce in China has been developing rapidly and has gradually become an important form of market transactions. Online retailing is becoming one of the important means of commercial competition now and in the future, and many electronic retailers emerge as the times require. The manufacturer's dual-channel supply chain not only improves the penetration ability of the market, but also brings a new value transfer model. Large retailer Wal-Mart, Carrefour, home appliance giant Su Ning, Gome and so on also began to implement online channels and the original single channel retailers two-channel sales model. Although the dual channel mode of online direct marketing and traditional distribution has become a major feature of enterprise marketing, the emergence of direct marketing channels will inevitably compete with traditional distribution channels, thus leading to the key problem of dual channel market: channel conflict. In addition, the market control of some retail enterprises is gradually concentrated and strengthened. Under the background of the increasing trend of monopoly in the retail industry, the upstream manufacturers rely more and more on the sales channels of the downstream large retailers. Reconciling upstream manufacturers with large downstream retailers is another challenge. This paper studies the difference between retailers' double channels and manufacturers' double channels, and reveals the applicable conditions of retailers' dual channels. It is found that it can improve the profit of both suppliers and marketers under the circumstances where the manufacturer's dual channels cannot be applied. The quantity discount contract can perfectly coordinate the retailers' dual channels, thus increasing its practical value. This is of great significance to the coordination of the dual channel mode of traditional retail and online direct sales under the increasingly fierce competition in the industry and to the improvement of supply chain performance. The thesis is divided into five parts in structure, the first part is introduction. This paper summarizes the research background and points out the significance of the research, defines the research object, then expounds the research purpose and research method, and gives the main contents of the paper. The second part is related literature review. The literature about supply chain type and comparative selection, double channel conflict and its coordination mechanism, retailer supply chain and so on are summarized. The third part analyzes the influence of increasing market demand on retailers' dual channel model. Under the background of retailer's strength, considering the factor that opening online channel will increase market share, this paper compares it with manufacturer's dual-channel mode, and analyzes two kinds of dual-channel mode theoretically. In the fourth part, the author makes a comparative analysis of the retailers' double channel supply chain and the single channel supply chain and the manufacturer's double channel supply chain theoretically, and probes into the suitable conditions for retailers to construct the double channel supply chain under different influence. The quantity discount is used to coordinate the supply chain between manufacturer and retailer. The fifth part summarizes the conclusion of the thesis.
【学位授予单位】：重庆大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F274;F724.6;F724.2
【参考文献】
相关博士学位论文 前1条
1 许传永;两层双渠道供应链的优化与协调若干问题研究[D];中国科学技术大学;2009年
本文编号：2122053
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