基于复杂网络的家电企业多渠道协调机制博弈研究

发布时间：2018-04-30 17:21

本文选题：复杂网络理论 + 博弈论　；参考：《中国海洋大学》2013年硕士论文

【摘要】：目前，家电企业的多渠道模式正处于高速发展的阶段，但发展过程中存在很多问题，各个节点间存在各种冲突问题。这些冲突对家电行业发展产生的抑制作用已经越来越明显，也引起了很多学者的关注。从学术和实际两个角度出发，找出冲突的本质，，提出解决问题的关键因素，无论对学术研究，还是对家电企业的未来发展都具有很大的研究价值和意义。本文主要以博弈论与信息经济学相关理论知识为基础，结合复杂网络的部分理论，建立了青岛地区家电企业的多渠道复杂网络模型，并对该复杂网络进行细致的分析，得出相关参数，根据网络的计算结果，进行实际分析，并向家电制造企业提出相关建议。同时运用Hotelling博弈模型对分销网络中的参与方进行分析。找出多渠道机制协调的关键因素和关键点。最后，根据分析结果，给各个参与方提出相关建议。主要创新点和结论如下：（1）本文首次对家电企业的多渠道体系建立网络模型，并说明家电企业的多渠道网络是一种复杂网络。对这一复杂网络的复杂性进行三方面的论述：节点数目众多、节点间关系边众多、小世界特性。确定了多渠道网络的复杂性后，对其进行进一步的分析。（2）首次对青岛地区家电企业的多渠道分销体系建立复杂模型，并得出相关参数，根据聚类系数、度分布系数等参数，得出青岛地区家电企业复杂网络的Hub节点以及各节点的度值。依此推广至整个家电行业的分销网络特征。并依据分析，对家电企业的多渠道分销体系中的主要渠道商进行了明确定位。指出大型家电连锁企业处于复杂网络的中心位置，在渠道协调中占据重要地位；专卖店渠道是家电企业另一个最重要的分销渠道；其他分销渠道的整体度值不高，是对其他分销渠道的补充。（3）运用信号传递模型对家电企业多渠道分销网络的参与方进行博弈研究，得出此博弈只存在分离均衡，并且两种均衡结果：一种是p_1=p_2，在参与人1明确为非价格竞争型企业时，只要两个渠道商采取相同的定价策略就能达到这一均衡，且双方都能获得超额的利润；另一种是p_1=p_2=c，在参与人1明确为价格竞争型企业时，双方的定价只能是边际价格，且双方都不能取得超额利润。并提出解决这一问题的最佳方法是引入差异化策略。借鉴Hotelling价格竞争模型引入产品差异化策略，并证明了引入产品差异化策略会给各渠道零售商带来超额利润。（4）本文首次向家电制造企业提出细致的分销渠道产品差异化策略建议。包括：向百货商场供应附加值较高的家电产品、向连锁超市供应小家电、向大型家电连锁超市主要供应低端产品且同其他品牌产品具有价格竞争力的产品、向京东等第三方网上商城主要供应特价机，最后，提出对于畅销型的产品，按照颜色、外形设计等细微方面的差异进行分类，分别供应给不同的渠道商，每个渠道的都有自己的特供机。
[Abstract]:At present , the multi - channel model of domestic electric enterprises is in the stage of high - speed development , but there are many problems in the development process . These conflicts have become more and more obvious to the development of household electrical industry . These conflicts have caused many scholars ' attention . From both academic and practical angles , we find out the essence of the conflict and put forward the key factors to solve the problem .

Based on the theory of game theory and information economics , this paper establishes a multi - channel complex network model of domestic electric enterprises in Qingdao area based on the theory of theory of information economics , establishes the multi - channel complex network model of domestic electric enterprises in Qingdao , and analyzes the complex network . Finally , according to the results of the analysis , the key factors and key points of multi - channel mechanism coordination are found . Finally , according to the analysis results , relevant suggestions are put forward to the participants . The main innovations and conclusions are as follows :

( 1 ) For the first time , this paper establishes a network model for the multi - channel system of household electrical enterprises , and illustrates that the multi - channel network of electric enterprises is a complex network . The complexity of this complex network is discussed in three aspects : the number of nodes , the large number of inter - node relations and the characteristics of small world . After the complexity of the multi - channel network is determined , it is further analyzed .

( 2 ) For the first time , the complex model of multi - channel distribution system of domestic electric enterprises in Qingdao is established , and the parameters are obtained . According to the parameters such as clustering coefficient and degree distribution coefficient , the Hub node and the degree value of each node are obtained .
The channel of the franchised store is another of the most important distribution channels of home - electric enterprises ;
The low overall value of other distribution channels is complementary to other distribution channels .

( 3 ) Using the signal transmission model to study the participants of the multi - channel distribution network of electric enterprises , it is concluded that there is only one separation equilibrium in this game , and the two equilibrium results : one is p _ 1 = p _ 2 , when the participant 1 is clearly the non - price - competitive enterprise , the equilibrium can be achieved if the two distributors adopt the same pricing strategy , and both parties can obtain excess profits .
The other is p _ 1 = p _ 2 = c , when the participant 1 is clearly the price - competitive enterprise , the pricing of both parties can only be marginal price , and both sides cannot obtain the excess profit . The best way to solve the problem is to introduce differentiation strategy .

( 4 ) For the first time , this paper presents a detailed product differentiation strategy for home appliance manufacturing enterprises . It includes : supplying high - added household appliances to department stores , supplying small appliances to supermarket chains , supplying low - end products to supermarket chains , and offering price - competitive products to other brands . Finally , the article puts forward the classification of products with marketable products , such as color , shape design and so on , and supplies them to different distributors , each of which has its own special - supply machine .

【学位授予单位】：中国海洋大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F274;F724.1;F426.6;O157.5

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