C2B情境下供应链定价及产能协调策略研究

发布时间：2018-02-13 23:55

本文关键词： C2B 承诺契约产能协调供应链定价策略　出处：《浙江工商大学》2017年硕士论文　论文类型：学位论文

【摘要】：随着经济的发展、新技术的应用以及人们消费观念的转变,消费者开始对商品的质量、样式和价格等方面提出更多的要求,期望能购买到个性化、独一无二的产品。而传统电子商务模式(B2B、B2C、C2C)越来越不能满足消费者复杂多变的个性化需求,新兴的电子商务模式随之产生,最具代表性的是C2B(Customers To Bussiness)模式。C2B模式是以消费者为主导,满足了消费者的个性化需求,提高了消费者在购物中的主导地位。C2B模式虽然能够更好地满足顾客个性化的需求,并最大限度地降低库存,但也对企业的供应链管理水平提出了更高的要求。一方面,在C2B模式下,市场需求的不确定性和较长的提前期使得需求预测非常困难,很容易出现产能不足或过剩的情况;另一方面,企业为了满足消费者个性化定制需要付出高额成本,而顾客不可能为个性化支付过高的费用,因此,企业需要在不大幅提升价格的前提下聚合消费者需求实现定制化生产。这些对于践行C2B模式的企业来说是巨大的挑战。基于以上现实背景,本文运用承诺契约、产能准备机制、价格折扣契约、成本分担契约以及博弈论等工具和研究方法,针对C2B模式下存在的产能冲突问题和定价策略进行深入分析。本文首先对C2B电子商务的研究现状、供应链产能协调研究、电子商务环境下产品定价策略以及供应链契约协调机制的研究现状进行较为详细地综述;其次,构建了基于订购量承诺契约产能决策模型,分析了集中决策、分散决策以及订购量承诺契约协调三种情况下供应链成员的博弈均衡,并考察了平台商对个性化产品需求量的预测、承诺订购比例等重要参数对供应链总体及成员收益的影响。研究表明,订购量承诺契约对C2B情景下的供应链产能决策有良好的协调效果,平台商应合理设置契约参数以更好地发挥其积极作用。然后,针对个性化定制产品的特点,构建了基于价格折扣契约的产品定价模型,分析了集中决策、分散决策以及成本分担契约协调三种情况下供应链成员的博弈均衡,并考察了价格需求敏感系数和定制成本系数等参数对供应链成员收益的影响。研究表明,成本分担契约对C2B情景下的供应链成员的定价策略有良好的协调效果,一定条件下能较好的改善供应链成员的收益。但供应商要合理的使用成本分担契约以更好地发挥其积极作用。最后对本文的一些重要结论进行总结,并指出本研究的不足以及未来的研究方向。
[Abstract]:With the development of economy, the application of new technology and the change of people's consumption concept, consumers begin to put forward more demands on the quality, style and price of goods, and expect to buy individualized goods. A unique product. But the traditional e-commerce model B2BU B2C2C2C) can not meet the complex and changeable needs of consumers more and more, the emerging e-commerce model has come into being, the most representative of which is the C2BU customers to Bussiness.C2B model is consumer-oriented. It can meet the individual needs of consumers, improve the dominant position of consumers in shopping. C2B model can better meet the individual needs of customers, and reduce the inventory to the maximum extent. On the one hand, under the C2B model, the uncertainty of market demand and the long lead time make it very difficult to forecast the demand. On the other hand, enterprises have to pay high cost in order to satisfy individual customization, and customers can't pay too much for individuation, so, Enterprises need to aggregate consumer demand to achieve customized production without substantially increasing prices. These are great challenges for enterprises practicing C2B model. Based on the above realistic background, this paper uses commitment contract and capacity preparation mechanism. Price discount contract, cost sharing contract, game theory and other tools and research methods, aiming at the problem of capacity conflict and pricing strategy in C2B mode, are analyzed in depth. Supply chain capacity coordination research, product pricing strategy under e-commerce environment and supply chain contract coordination mechanism are reviewed in detail. Secondly, a capacity decision model based on order volume commitment contract is constructed. This paper analyzes the game equilibrium of supply chain members under the conditions of centralized decision, decentralized decision and contract coordination of order quantity commitment, and investigates the forecast of demand for personalized products by platform vendors. The effect of commitment ratio and other important parameters on supply chain total and member income. The research shows that the contract of commitment of order quantity has a good coordination effect on capacity decision of supply chain under C2B scenario. The platform vendor should set the contract parameters reasonably in order to play its positive role. Secondly, according to the characteristics of the customized products, the pricing model based on the price discount contract is constructed, and the centralized decision is analyzed. The game equilibrium of supply chain members under the conditions of decentralized decision and coordination of cost sharing contract is studied. The effects of price demand sensitivity coefficient and customization cost coefficient on the benefit of supply chain members are investigated. Cost-sharing contract has a good coordination effect on the pricing strategy of supply chain members under C2B scenario. Under certain conditions, the profit of supply chain members can be improved better. However, suppliers should use cost sharing contract reasonably to play a positive role. Finally, some important conclusions of this paper are summarized. And pointed out the deficiency of this study and the future research direction.
【学位授予单位】：浙江工商大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F274

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