顾客导向型双渠道供应链定价与协调策略研究

发布时间：2018-01-05 02:13

本文关键词：顾客导向型双渠道供应链定价与协调策略研究　出处：《哈尔滨商业大学》2017年硕士论文　论文类型：学位论文

【摘要】：电子商务时代下线上线下双渠道供应链的发展为顾客购物提供更大的选择权。然而双渠道供应链上各主体企业追求自身利益最大化的行为往往导致渠道成员及不同渠道之间的恶意竞争,再加上企业对顾客需求信息的不确定性,双渠道供应链冲突问题随时都有可能发生。双渠道供应链冲突的存在不仅使供应链成员的利益受损,而且危及到双渠道供应链的建设和稳定。在双渠道供应链运作过程中,如何在考虑顾客需求的情况下避免供应链冲突的发生,是保障双渠道供应链成员利益和充分满足顾客需求的关键。在查阅国内外双渠道供应链研究现状的基础上,根据顾客购买行为理论、双渠道供应链理论及收益共享契约理论,展开对双渠道供应链定价及协调的系统分析。确定了双渠道供应链冲突的类型和原因,分析了顾客选择线上线下购买渠道的主要影响因素,明确顾客比价行为与体验行为是双渠道供应链定价及协调决策需要考虑的主要行为因素。在此基础上,运用博弈理论方法,对制造商与零售商构成的二级双渠道供应链进行定量分析,分别讨论集中决策与分散决策情况下双渠道供应链各主体及供应链整体利润的变化情况,通过收益共享契约协调供应链各主体的冲突问题,并运用数值分析进行验证,进而得出研究结论。通过巧妙地利用影响顾客线上线下购买渠道选择的主要行为因素,采取整合双渠道供应链各成员集中、合理地进行决策,不同渠道差异化定价等措施,可以有效协调双渠道供应链,降低冲突程度。此外,建立合理的契约关系,从长远合作的角度最大程度实现双渠道供应链协调发展。
[Abstract]:The era of e-commerce online offline development of dual channel supply chain to provide more options for customers shopping. However, the dual channel supply chain of the enterprises pursue the maximization of their own interests behavior often leads to different channels between channel members and malicious competition, coupled with the enterprise to customer demand information uncertainty problem the dual channel supply chain conflict may occur at any time. The dual channel supply chain conflicts not only damaged the interests of the members of the supply chain, but also endanger the construction and stability of dual channel supply chain. In the dual channel supply chain operation process, how to consider customer needs to avoid in case of supply chain conflicts. Is the key to ensure the customer needs the dual channel supply chain and fully meet the interests of members. On the basis of the dual channel supply chain research at home and abroad, according to the customer buying behavior, double The theory of supply chain and revenue sharing contract channel theory, to analyze the dual channel supply chain pricing and coordination system. The types and reasons of the dual channel supply chain conflict to determine the main influence factors of customer choice of online and offline purchase channels, the customer for parity and experience is the Dual Channel Supply Chain Pricing and coordinated decision-making needs to consider the main factors. On this basis, using the game theory method, two dual channel supply chain consisting of a manufacturer and a retailer for quantitative analysis, discuss the centralized decision-making and decentralized decision making under the condition of overall profit in dual channel supply chain and the main supply chain changes, the conflict of the sharing of each subject contract of supply chain coordination by revenue, and the use of numerical analysis to verify, and then draw conclusions. Purchased by the clever use of online and offline customer The main channel selection factors, adopt integrated dual channel supply chain members, rational decision-making, different channels of differential pricing and other measures, the effective coordination of dual channel supply chain, reduce the degree of conflict. In addition, the establishment of a reasonable relationship of contract, to achieve maximum long-term cooperation from the point of view of harmonious development of dual channel supply chain.

【学位授予单位】：哈尔滨商业大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F274;F724.6

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