电子商务环境下零售商渠道选择与策略研究

发布时间：2018-03-31 07:29

本文选题：电子商务　切入点：双渠道零售商　出处：《中国矿业大学》2016年硕士论文

【摘要】：随着信息技术的进步及互联网的普及,电子商务逐渐成熟起来。通过中国电子商务发展规模等相关数据显示,线上电子商务渠道的发展成为许多零售商改革的突破口。为了获取更大的市场份额及更高的利润,零售商的经营方式发生巨大的变革,越来愈多的零售商开通了线上渠道,成为双渠道零售商,但这些零售商在渠道管理过程中也遇到很多的问题。首先,根据已有的研究结论,提出了影响零售商渠道选择的因素,运用解释结构模型对其进行了定性分析,构建了零售商渠道选择影响因素的递阶结构关系,得到最底层的影响因素,为零售商进行渠道选择设计在理论上提供了逻辑思路。其次,从消费者效用的角度出发,构建了双渠道零售商及单一渠道零售商的效用函数模型,采用两阶段博弈对零售商的渠道管理行为进行分析,得出渠道的最优定价,并分析相关系数对零售商的最优利润的影响。接着,考虑在只包含一个双渠道零售商与消费者的供应链中,分别构建渠道融合与分离两种策略下的零售商双渠道供应链需求模型,分析渠道偏爱程度对双渠道零售商最优均衡解的影响,运用算例仿真进一步验证博弈分析结果,研究双渠道零售商渠道策略的选择问题。最后,理论结合实践,根据上述结论分析以苏宁为代表的双渠道零售商在渠道管理过程中的重要决策,并据此提出相关建议。
[Abstract]:With the progress of information technology and the popularization of the Internet, e-commerce has gradually matured. According to the relevant data, such as the scale of e-commerce development in China, The development of online e-commerce channels has become a breakthrough in the reform of many retailers. In order to gain a greater market share and higher profits, the way retailers operate has undergone tremendous changes, and more and more retailers have opened online channels. These retailers also encounter many problems in the process of channel management. First of all, according to the existing research conclusions, the factors that affect retailers' channel selection are put forward. The qualitative analysis is carried out by using the explanatory structure model, and the hierarchical structure relationship of the influencing factors of retailers' channel selection is constructed, and the lowest influencing factors are obtained. It provides a logical way for retailers to design channel selection theoretically. Secondly, from the perspective of consumer utility, the utility function model of double-channel retailers and single-channel retailers is constructed. The two-stage game is used to analyze the channel management behavior of the retailer, and the optimal pricing of the channel is obtained, and the influence of the correlation coefficient on the retailer's optimal profit is analyzed. In the supply chain with only one dual channel retailer and one consumer, the demand model of the retailer's dual channel supply chain under the strategy of channel fusion and separation is constructed respectively. This paper analyzes the influence of channel preference degree on the optimal equilibrium solution of double-channel retailers, and further verifies the result of game analysis by example simulation, and studies the choice of channel strategy of double-channel retailers. Finally, combining theory with practice, According to the above conclusions, this paper analyzes the important decisions of the double-channel retailers represented by Su Ning in the process of channel management, and puts forward some relevant suggestions accordingly.
【学位授予单位】：中国矿业大学
【学位级别】：硕士
【学位授予年份】：2016
【分类号】：F274;F724.2

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