异质品线上双渠道价格及物流服务水平决策研究

发布时间：2018-04-01 04:20

本文选题：异质品　切入点：线上双渠道　出处：《北京交通大学》2017年硕士论文

【摘要】：随着电子商务和物流服务行业的飞速发展,以"淘品牌"为代表的制造商直销和网络零售并存的异质品线上双渠道模式,逐渐受到重视。一些传统企业也开始将新品通过网络直销渠道出售,而将款式相对落后的库存积压产品通过网络零售商在第三方平台出售。尽管两个渠道销售的产品具有一定的差异性,在一定程度上缓解产品同质化引起的渠道冲突;但从供应链整体角度而言,仍然存在很多问题:(1)网络零售商产品本身毫无优势,"低价竞争""价格混乱"现象仍然存在;(2)网络零售市场的物流服务水平未受到应有的重视,物流服务不满意占客户投诉比例高;(3)制造商缺乏对网络零售市场的关注,导致企业品牌形象严重受损,新品的出售也面临困境;(4)制造商和网络零售商缺乏合作意识,导致供应链整体无法实现最优。.基于此,本文综合运用消费者效用函数,Stackelberg博弈及供应链优化方法,分别构建并求解当制造商和网络零售商无合作意识时,为追求利润最大化下的价格和物流服务决策,从供应链整体角度出发,分析物流服务差异化策略的适用条件;当考虑合作时,以清理款式相对较旧的库存积压产品为目标,即在保证供应链整体利润不降低情况下,促进库存积压产品销量的增长,制造商和网络零售商决策实现整体最优的价格和物流服务水平的合作机制。通过模型求解及算例分析可知:(1)物流服务差异化策略并不是在任何情况下都适用的,需要考虑库存积压产品的价值折扣系数、渠道偏好程度等因素,当因物流服务水平的提高而增加的收益,不足以弥补物流成本的支出时,网络零售商没必要实施差异化物流服务策略;(2)网络零售商实施差异化物流服务对制造商是有利的,并且差异化物流服务水平越高,越利于款式相对落后的库存积压产品销量的增加;(3)制造商和网络零售商通过物流服务水平创新激励机制的合作,可以实现在保证供应链整体利润不降低的情况下,款式相对落后的库存积压产品销量达到更优,而价格折扣机制无法实现该目标。因此,本文的研究不仅丰富了线上双渠道的理论研究,同时为正在实施和将要实施异质品线上双渠道策略的企业提供可借鉴的参考。
[Abstract]:With the rapid development of e-commerce and logistics service industry, "Amoy Brand" as the representative of manufacturers direct selling and network retail coexistence of heterogeneous products on the line dual channel mode, Some traditional enterprises are also beginning to sell their new products through direct selling channels on the Internet. The inventory backlog products with relatively backward styles are sold on the third party platform through the network retailer. Although the products sold in the two channels are different to some extent, the channel conflicts caused by the homogenization of the products can be alleviated to a certain extent; But from the whole supply chain point of view, there are still many problems: 1) the products of online retailers have no advantages, and the phenomenon of "low price competition" and "price chaos" still exists) the level of logistics services in the online retail market has not received due attention. Logistics service dissatisfaction accounts for a high proportion of customer complaints: manufacturers lack of attention to the online retail market, which results in a serious damage to the brand image of enterprises, and the sale of new products also faces difficulties.) the manufacturers and online retailers lack a sense of cooperation. As a result, the whole supply chain is unable to achieve the optimal. Based on this, this paper synthetically uses the Stackelberg game and the supply chain optimization method to construct and solve the problem when the manufacturer and the online retailer have no cooperative consciousness. In order to pursue the decision of price and logistics service under the maximization of profit, this paper analyzes the applicable conditions of the differentiation strategy of logistics service from the perspective of the whole supply chain. That is, in order to ensure that the overall profit of the supply chain is not reduced, to promote the increase in the sales volume of the inventory backlog products, Manufacturers and online retailers make decisions to achieve the overall optimal price and logistics service level of cooperation mechanism. By solving the model and analyzing the example, we can see that the differentiation strategy of logistics service is not applicable under any circumstances. We need to consider the value discount coefficient of inventory backlog products, the degree of channel preference and so on. When the increase in revenue due to the improvement of logistics service level is not enough to compensate for the cost of logistics, There is no need for network retailers to implement differentiated logistics service strategies. (2) it is advantageous for manufacturers to implement differentiated logistics services, and the higher the level of differentiated logistics services, the higher the level of differentiated logistics services. The more conducive to the increase in the backlog of inventory products with relatively backward styles, the more cooperation between manufacturers and online retailers can be achieved through innovative incentive mechanisms at the logistics service level to ensure that the overall profit of the supply chain is not reduced. The backlog of inventory products with relatively backward styles has achieved better sales, but the price discount mechanism cannot achieve this goal. Therefore, the research in this paper not only enriches the theoretical research of online dual channels, At the same time, it can provide reference for the enterprises that are implementing and will implement the strategy of double channel on the line of heterogeneous products.
【学位授予单位】：北京交通大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F724.6;F259.2

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