基于利益分配的网购返利生态链形成机制研究

发布时间：2018-05-24 20:17

本文选题：利益分配 + 网购返利　；参考：《南京师范大学》2015年硕士论文

【摘要】：近几年,以网购返利模式盈利的返利网站在我国迅速发展起来,并在电子商务市场中占据一席之地,引起了社会和学者们的广泛关注。在电子商务生态环境下,网购返利模式促使产品供应商、返利网站和消费者和其他相关个体之间形成新的链式关系-网购返利生态链,而利益共享是这种关系得以存续的最根本原因。基于此,从利益分配角度出发,对网购返利生态链的形成机制进行研究,对返利网站的长远发展有一定指导意义。论文的主要研究工作概括如下：第一,界定了网购返利生态链的概念并构建了相应的模型。借鉴相关理论,界定了网购返利生态链的概念,并对其结构和类型进行了分析；引入利益分配的相关理论,阐述了网购返利生态链利益分配的主体和客体。在此基础上,构建了基于利益分配的网购返利生态链模型。第二,研究分析了网购返利生态链的形成动因。结合已有的研究结果,从实际出发,将网购返利生态链的形成动因分为基本动因和根本动因,并基于交易成本理论,对网购返利生态链形成的经济动因进行量化分析。第三,对网购返利生态链的利益分配机制做了研究。简化网购返利生态链模型,分析参与网购返利生态链利益分配的主体之间的利益分配过程,并设计利益分配合同,阐述了在既定分配合同下机会主义行为必然存在的原因。第四,研究了网购返利生态链的形成过程。将其形成过程分为返利主体间寻求合作和发展合作两个阶段,利用博弈决策的思想,分析不同阶段下返利主体对待合作的态度,引入相适应的惩罚机制,以维持网购返利生态链的持续、稳定运行,并对形成过程中返利主体间博弈的结果用实例做了简单的对比分析。
[Abstract]:In recent years, the profit return website based on net purchase has developed rapidly in our country and occupied a place in the electronic commerce market, which has aroused the widespread concern of the society and scholars. In the ecologic environment of electronic commerce, the model of online shopping rebates promotes a new chain relationship between product suppliers, reaping websites and consumers and other relevant individuals. And benefit sharing is the most fundamental reason for the survival of this relationship. Based on this, from the angle of profit distribution, this paper studies the forming mechanism of the ecological chain of reinterest of online shopping, which has certain guiding significance for the long-term development of the website of rebate. The main research work of this paper is summarized as follows: firstly, the concept and model of online shopping rebate ecological chain are defined. Referring to the relevant theories, this paper defines the concept of the ecological chain of net purchase rebate, analyzes its structure and type, and introduces the relevant theory of profit distribution, and expounds the subject and object of the profit distribution of the ecological chain of net purchase. On the basis of this, the ecological chain model of net purchase rebate based on profit distribution is constructed. Second, the research analyzes the formation of the ecological chain of net purchase rebates. Based on the existing research results, this paper divides the formation motivation of the ecological chain of reinterest into basic motivation and fundamental motivation, and based on the transaction cost theory, makes a quantitative analysis on the economic motivation of the formation of the ecological chain of online purchase reinterest. Third, the profit distribution mechanism of the net purchase rebate ecological chain has been studied. This paper simplifies the ecological chain model of net purchase returns, analyzes the process of benefit distribution among the parties involved in the profit distribution of net purchase return ecological chain, designs the profit distribution contract, and expounds the reasons why opportunistic behavior must exist under the established distribution contract. Fourthly, the formation process of the ecological chain of net purchase rebate is studied. The forming process is divided into two stages: seeking cooperation and developing cooperation. By using the idea of game decision, this paper analyzes the attitude of the returning subject towards cooperation in different stages, and introduces the appropriate punishment mechanism. In order to maintain the sustainable and stable operation of the ecological chain of online shopping rebate, the paper makes a simple comparative analysis on the result of game between the reaping agents in the process of formation.
【学位授予单位】：南京师范大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F724.6

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