促销努力影响下供应链契约协调研究

发布时间：2018-02-20 05:55

本文关键词： 单渠道供应链双渠道供应链收益共享契约促销努力　出处：《太原理工大学》2017年硕士论文　论文类型：学位论文

【摘要】：伴随着互联网、网络支付技术等的进步,日趋完善的电子商务平台促使传统的市场进入电商化,即企业开启双渠道销售模式。作为新生事物的双渠道供应链,不可避免地与传统的单渠道供应链产生渠道冲突,因此如何协调促销努力竞争下的双渠道供应链将是一个有意义的问题。契约机制作为供应链协调的一种重要手段,通过对供应链伙伴之间合作关系的重构,能够实现供应链成员间产品销售收入的重新分配,消除渠道间的冲突和摩擦,促进成员间的合作共赢,提升供应链运作绩效。而促销努力影响下,收益共享契约是供应链企业较常用的契约协调机制之一,本文的研究主要基于这一契约。本文从契约协调机制出发,采用文献研究法、定量分析法、Stackelberg博弈分析法,研究了在由供应商以及零售商组成的二级双渠道供应链中,需求受促销努力因素影响情形下的单、双渠道收益共享契约模型的协调问题。文章分析了供应商和零售商如何利用双方收益共享契约来实现供应链利润最大化,并给出协调渠道间利益冲突所需的条件,同时讨论了契约中参数对供应链成员促销努力以及利润的相互影响关系。文章主要得出如下结论:第一,收益共享契约能够帮助契约参与方构建战略合作关系,提升企业绩效。第二,传统的收益共享契约中,零售商最优决策在分散状态下低于集中状态下的最优决策,此时供应链无法协调;第三,改进的单渠道和双渠道的收益共享契约,可以弥补零售商的利润损失,消除渠道之间的矛盾,实现供应链协调,使企业决策达到帕累托最优。第四,恰当的批发价格和收益共享因子,能够使得契约模型在集中和分散两种状态下的决策相等,为企业管理过程中的决策提供参考,具有管理学意义。第五,无论在哪种情形下,协调模型中的契约参数只影响供应链成员之间的利润分配,不影响供应链整体的总利润。本文讨论了促销努力影响下的单、双渠道供应链的协调问题。创新之处在于在基本收益共享契约模型的基础上,纳入了双方收益共享因子。电子商务的发展,以二级供应链为基础的收益共享契约得到广泛应用。此研究一方面深化了收益共享契约对供应链的协调研究,另一方面为企业决策一定的管理学建议与启示,进而提高企业的效率和供应链的运行绩效,具有一定的实践指导意义。
[Abstract]:With the progress of the Internet and network payment technology, the increasingly perfect e-commerce platform promotes the traditional market to enter into the e-commerce, that is, enterprises open the dual-channel sales mode. As a new thing, the dual-channel supply chain. It is inevitable to conflict with the traditional single-channel supply chain, so how to coordinate the promotion efforts under the competition of double-channel supply chain will be a meaningful problem. Contract mechanism is an important means of supply chain coordination. Through the reconfiguration of the cooperative relationship between the supply chain partners, it can realize the redistribution of product sales income among the members of the supply chain, eliminate the conflicts and frictions among the channels, and promote the win-win cooperation among the members. Under the influence of the promotion efforts, the revenue-sharing contract is one of the most commonly used contract coordination mechanisms in the supply chain enterprises, and the research of this paper is mainly based on the contract. By using the literature research method and the Stackelberg game analysis method, this paper studies the single demand in the two-channel supply chain composed of suppliers and retailers, where the demand is affected by the factors of promotion efforts. This paper analyzes how suppliers and retailers make use of the profit sharing contract to maximize the profit of supply chain, and gives the necessary conditions to coordinate the conflict of interest between the two channels. At the same time, the relationship between the parameters of the contract and the promotion efforts and profits of the supply chain members is discussed. The main conclusions are as follows: first, the revenue-sharing contract can help the contract participants to build a strategic partnership. Second, in the traditional revenue-sharing contract, the retailer's optimal decision is lower than the centralized one in the decentralized state, so the supply chain can not be coordinated; third, The improved single-channel and double-channel revenue-sharing contracts can make up for the loss of profits of retailers, eliminate the contradiction between channels, realize the coordination of supply chain, and make the decision of enterprises reach Pareto optimal. 4th, The appropriate wholesale price and income sharing factor can make the decision of contract model equal in two states of centralization and decentralization, which can provide reference for decision making in the process of enterprise management. 5th, no matter in which case, The contract parameters in the coordination model only affect the profit distribution among the members of the supply chain, but not the total profits of the supply chain as a whole. On the basis of the basic revenue-sharing contract model, the dual channel supply chain coordination problem has been brought into account of both sides' revenue-sharing factors. The revenue-sharing contract based on two-level supply chain has been widely used. On the one hand, the research deepens the research on the coordination of revenue-sharing contract to supply chain, on the other hand, it provides some management advice and inspiration for enterprise decision-making. Therefore, it is of practical significance to improve the efficiency of enterprises and the operational performance of supply chain.
【学位授予单位】：太原理工大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F274

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