信息服务外部性对双渠道供应链的影响及协调机制研究

发布时间：2018-02-24 09:49

本文关键词： 双渠道服务竞争双向搭便车供应链协调　出处：《首都经济贸易大学》2016年硕士论文　论文类型：学位论文

【摘要】：随着互联网的高速发展,电子商务作为较先进的商业模式在世界范围内快速兴起并呈现蓬勃发展之势。从供应链的角度看,无论是从企业自身发展角度,还是从更好地满足客户需求的角度,制造商都有必要开辟新的分销渠道并实施双渠道战略。然而制造商开辟新的渠道并实施双渠道战略时会面临新的问题:一方面,制造商双渠道战略的实施首先会面临渠道竞争的问题;另一方面,同时通过线上直销渠道和线下零售渠道销售同一产品时,消费者基于信息的搭便车行为也很容易出现。在这样既存在服务竞争,又存在双向搭便车行为的双渠道供应链中,供应链成员如何决策就成为一个值得研究的问题。为了更有针对性的研究服务维度的竞争与搭便车行为,本文假设零售价格外生,从而专注于从服务维度探讨存在搭便车行为的双渠道供应链的竞争与协调的问题。首先本文建立了单渠道供应链模型和分散决策双渠道供应链模型,对比分析了两种情形下供应链各成员的最优决策。然后,本论文建立了集中决策的双渠道供应链模型,通过对比分析分散决策情形与集中决策情形,总结出了与服务竞争效应和服务溢出效应的相对大小有关的四种分散决策双渠道供应链情形。最后,本文针对总结出的四种无契约约束的分散决策双渠道供应链情形,采用“双向服务成本分担”的供应链协调契约,通过契约规则的研究和设置,激励供应链成员向集中决策下的最优结果方向移动,以实现供应链整体最优。
[Abstract]:With the rapid development of the Internet, electronic commerce, as a more advanced business model, is booming in the world. From the point of view of supply chain, whether from the perspective of enterprise's own development, It is also necessary for manufacturers to open up new distribution channels and implement dual-channel strategies from the point of view of better meeting customer needs. However, manufacturers face new problems in opening new channels and implementing dual-channel strategies: on the one hand, The implementation of the dual-channel strategy of manufacturers will first face the problem of channel competition; on the other hand, when selling the same product through online direct selling channels and offline retail channels at the same time, Consumers' information-based free-rider behavior is also easy to emerge. In a two-channel supply chain where there is both service competition and bidirectional free-rider behavior, In order to study the competition and free-rider behavior of service dimension, this paper assumes that retail price is exogenous. This paper focuses on the competition and coordination of the two-channel supply chain with free-rider behavior from the service dimension. Firstly, this paper establishes a single-channel supply chain model and a decentralized decision-making double-channel supply chain model. In this paper, the optimal decision of each member of the supply chain is compared and analyzed. Then, a two-channel supply chain model of centralized decision is established, and the decentralized decision and centralized decision are analyzed by comparison. Four kinds of decentralized decision dual channel supply chain cases are summarized, which are related to the relative size of service competition effect and service spillover effect. Finally, four kinds of decentralized decision double channel supply chain situations without contract constraints are summarized in this paper. Through the research and setting of contract rules, the supply chain members are encouraged to move to the direction of optimal results under centralized decision, in order to realize the overall optimal supply chain by adopting the supply chain coordination contract of "bi-directional service cost sharing".
【学位授予单位】：首都经济贸易大学
【学位级别】：硕士
【学位授予年份】：2016
【分类号】：F274

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