双渠道合作模式的需求信息共享价值及策略研究
发布时间：2019-06-04 02:25
【摘要】：随着信息技术与网络技术的迅猛发展,电子商务在商业活动中的地位与作用日益凸显,这对于传统制造企业及零售商无疑是新的挑战与机遇。现如今,较多数的制造商均在原先的传统零售渠道基础上,利用第三方网络平台或官方网站直接向消费者销售产品,形成了一种新的销售模式——双渠道模式。就这种新生的销售模式而言,制造商拓展电子商务市场,获取新的客户群体,然而也迎来新的问题与隐患。传统的零售商受到来自电子商务分销的冲击,其销售活动受到严重影响,进而导致供应链中出现竞争与冲突的现象。本文以传统制造商所在的双渠道供应链为研究对象,深入了解该供应链的运营模式与过程,探讨双渠道供应链中竞争问题的成因与现状,着手提出相应的协调手段与方法。同时,信息共享是近年来企业活动与管理方面较为重视的有效手段,有利于促进组织内部成员相互合作,合理整合与利用信息资源,促进供应链的运作与管理。故本文从需求信息共享的角度出发,消除双渠道供应链中的冲突与竞争,促成供应链各成员的协调与合作,从而实现双渠道供应链整体效益的提高。本文假设制造商在传统零售渠道基础上增设在线直销渠道而构成双渠道供应链,分别考虑双渠道内部不共享信息、仅纵向共享渠道需求信息、仅横向共享渠道需求信息、纵向和横向共享渠道需求信息四种情形,应用博弈论方法与供应链管理协调机制理论,对制造商与零售商的活动进行分析。相对于以往研究,本文特意从供应链中信息流方向的考虑,将双渠道信息共享活动分为纵向信息共享活动与横向信息共享活动,更贴合双渠道供应链组织结构的实际要求。并且将渠道需求变化信息作为研究中的共享信息,更能直接反映两个渠道的市场变化和消费趋势,与消费者直接相关。最终结论表明,与无信息共享的情况相比,仅进行单向的信息共享并不能促进供应链成员双方的收益增长;而纵向和横向均进行信息共享才是双渠道信息共享的理想方式,并提出两种激励机制来促成纵向横向相结合的信息共享,实现维护零售商的收益,激励供应链成员的信息共享动机,达成供应链稳定长期发展的最终目标。
[Abstract]:With the rapid development of information technology and network technology, the position and role of electronic commerce in commercial activities is becoming more and more prominent, which is undoubtedly a new challenge and opportunity for traditional manufacturing enterprises and retailers. Nowadays, most manufacturers use third-party network platform or official website to sell products directly to consumers on the basis of the original traditional retail channels, forming a new sales model-dual-channel model. As far as this new sales model is concerned, manufacturers expand the e-commerce market and obtain new customer groups, but also ushered in new problems and hidden dangers. The traditional retailers are impacted by the distribution of electronic commerce, and their sales activities are seriously affected, which leads to the phenomenon of competition and conflict in the supply chain. In this paper, the traditional manufacturer's dual-channel supply chain is taken as the research object, the operation mode and process of the supply chain are deeply understood, the causes and present situation of the competition problem in the dual-channel supply chain are discussed, and the corresponding coordination means and methods are put forward. At the same time, information sharing is an effective means to pay more attention to the activities and management of enterprises in recent years, which is helpful to promote the cooperation among the members of the organization, the rational integration and utilization of information resources, and the promotion of the operation and management of the supply chain. Therefore, from the point of view of demand information sharing, this paper eliminates the conflict and competition in the dual-channel supply chain, and promotes the coordination and cooperation of the members of the supply chain, so as to improve the overall efficiency of the dual-channel supply chain. In this paper, it is assumed that manufacturers add online direct marketing channels on the basis of traditional retail channels to form a dual-channel supply chain, respectively, considering that they do not share information within the two channels, only vertically share channel demand information, and only share channel demand information horizontally. Based on the game theory and the theory of supply chain management coordination mechanism, the activities of manufacturers and retailers are analyzed by using the four cases of vertical and horizontal sharing of channel demand information. Compared with the previous research, this paper specially considers the direction of information flow in the supply chain, and divides the dual-channel information sharing activities into vertical information sharing activities and horizontal information sharing activities, which is more in line with the actual requirements of the organizational structure of the dual-channel supply chain. And the channel demand change information as the shared information in the study, can directly reflect the market changes and consumption trends of the two channels, and is directly related to consumers. The final conclusion shows that compared with the case of no information sharing, only one-way information sharing can not promote the income growth of both members of the supply chain. Vertical and horizontal information sharing is the ideal way of dual-channel information sharing, and two incentive mechanisms are proposed to promote vertical and horizontal information sharing to maintain the benefits of retailers. Encourage the information sharing motivation of supply chain members and achieve the ultimate goal of stable long-term development of supply chain.
【学位授予单位】：山西大学
【学位级别】：硕士
【学位授予年份】：2016
【分类号】：F274;F724.6
本文编号：2492406
[Abstract]:With the rapid development of information technology and network technology, the position and role of electronic commerce in commercial activities is becoming more and more prominent, which is undoubtedly a new challenge and opportunity for traditional manufacturing enterprises and retailers. Nowadays, most manufacturers use third-party network platform or official website to sell products directly to consumers on the basis of the original traditional retail channels, forming a new sales model-dual-channel model. As far as this new sales model is concerned, manufacturers expand the e-commerce market and obtain new customer groups, but also ushered in new problems and hidden dangers. The traditional retailers are impacted by the distribution of electronic commerce, and their sales activities are seriously affected, which leads to the phenomenon of competition and conflict in the supply chain. In this paper, the traditional manufacturer's dual-channel supply chain is taken as the research object, the operation mode and process of the supply chain are deeply understood, the causes and present situation of the competition problem in the dual-channel supply chain are discussed, and the corresponding coordination means and methods are put forward. At the same time, information sharing is an effective means to pay more attention to the activities and management of enterprises in recent years, which is helpful to promote the cooperation among the members of the organization, the rational integration and utilization of information resources, and the promotion of the operation and management of the supply chain. Therefore, from the point of view of demand information sharing, this paper eliminates the conflict and competition in the dual-channel supply chain, and promotes the coordination and cooperation of the members of the supply chain, so as to improve the overall efficiency of the dual-channel supply chain. In this paper, it is assumed that manufacturers add online direct marketing channels on the basis of traditional retail channels to form a dual-channel supply chain, respectively, considering that they do not share information within the two channels, only vertically share channel demand information, and only share channel demand information horizontally. Based on the game theory and the theory of supply chain management coordination mechanism, the activities of manufacturers and retailers are analyzed by using the four cases of vertical and horizontal sharing of channel demand information. Compared with the previous research, this paper specially considers the direction of information flow in the supply chain, and divides the dual-channel information sharing activities into vertical information sharing activities and horizontal information sharing activities, which is more in line with the actual requirements of the organizational structure of the dual-channel supply chain. And the channel demand change information as the shared information in the study, can directly reflect the market changes and consumption trends of the two channels, and is directly related to consumers. The final conclusion shows that compared with the case of no information sharing, only one-way information sharing can not promote the income growth of both members of the supply chain. Vertical and horizontal information sharing is the ideal way of dual-channel information sharing, and two incentive mechanisms are proposed to promote vertical and horizontal information sharing to maintain the benefits of retailers. Encourage the information sharing motivation of supply chain members and achieve the ultimate goal of stable long-term development of supply chain.
【学位授予单位】：山西大学
【学位级别】：硕士
【学位授予年份】：2016
【分类号】：F274;F724.6
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