双渠道供应链的定价策略和协调性研究

发布时间：2018-09-19 14:55

【摘要】：电子商务和电子信息技术的高速发展,极大的改变了当今企业的经营模式。许多企业在传统零售渠道的基础上,引入了网络渠道,形成了双渠道供应链。双渠道供应链的发展不仅改变了消费者的消费理念和消费习惯,对于供应链中的参与者制造商和零售商的定价决策也产生了非常大的影响。由于两个渠道之间冲突的存在,使得双渠道供应链管理问题比传统渠道更加困难。受前人研究的启发,本文重点研究了双渠道供应链的渠道定价和协调问题。首先从双渠道供应链的形成和竞争合作关系出发,引出契约协调这种供应链协调的有效方式,介绍了基本的契约概念,出现的基本原因,供应链契约的类别和作用。然后介绍对供应链信息协调机制和供应链组织协调机制进行了初步的探讨。第三,重点研究了零售商双渠道和制造商双渠道这两种渠道结构,通过建立需求与价格相关这种需求函数,通过斯坦伯格博弈分别建立了制造商以及零售商在分散决策下各自的定价,销量和利润。通过对比得出分散决策下的利润并没有达到最优。然后针对不同的渠道结构设计了不同的收益共享契约,完美的解决了上述问题。最后通过数值分析,给双渠道供应链的市场参数不同的数值,来验证了前面设计两个契约是否有效。双渠道供应链的发展得到了学术界和企业界的大量的关注,而其定价和协调更是学术界的热点问题,本文的研究对双渠道供应链理论体系进行了一定的补充,同时对从事电子商务运营的相关企业的定价决策有一定的指导意义。本文的创新之处是同时研究了制造商双渠道和零售商双渠道这两种渠道结构,并且根据渠道的特点,设计了两种不同的收益共享契约,丰富了收益共享契约的内容。
[Abstract]:The rapid development of electronic commerce and electronic information technology has greatly changed the business model of today's enterprises. On the basis of the traditional retail channel, many enterprises have introduced the network channel and formed the double channel supply chain. The development of dual-channel supply chain not only changes the consumer's consumption idea and habits, but also has a great influence on the pricing decision of the participant manufacturers and retailers in the supply chain. Because of the conflict between the two channels, it is more difficult to manage the supply chain with two channels than the traditional channel. Inspired by previous studies, this paper focuses on the channel pricing and coordination of dual channel supply chain. Starting from the formation of two-channel supply chain and the relationship of competition and cooperation, this paper introduces the effective way of coordination of supply chain by contract, introduces the basic concept of contract, the basic reason of emergence, the category and function of supply chain contract. Then it introduces the supply chain information coordination mechanism and supply chain organization coordination mechanism. Thirdly, this paper focuses on the two channel structures of retailers and manufacturers, and establishes the demand function which is related to price and demand. Through Steinberg game, the manufacturers and retailers are established under the decentralized decision of pricing, sales and profits. By comparison, it is concluded that the profit under the decentralized decision is not optimal. Then different revenue sharing contracts are designed for different channel structures, which solve the above problems perfectly. Finally, through the numerical analysis, we give the different market parameters of the two-channel supply chain to verify the effectiveness of the two contracts designed before. The development of double-channel supply chain has received a lot of attention from academia and business circles, and its pricing and coordination is a hot issue in academic circles. The research in this paper supplements the theoretical system of double-channel supply chain to a certain extent. At the same time, it has certain guiding significance to the pricing decision of the related enterprises engaged in e-commerce operation. The innovation of this paper is to study the dual channel structure of manufacturer and retailer at the same time, and design two different revenue sharing contracts according to the characteristics of the channel, which enriches the content of the revenue sharing contract.
【学位授予单位】：天津大学
【学位级别】：硕士
【学位授予年份】：2016
【分类号】：F274;F724.6

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