零售商主导下制造商渠道选择策略研究

发布时间：2018-03-06 00:02

本文选题：零售商主导　切入点：制造商　出处：《华南理工大学》2014年硕士论文　论文类型：学位论文

【摘要】：渠道是制造商顺利将产品送往消费者手中的必经之路，是产品流通的载体，，同时也是制造商利益产生的途径，离开渠道，也就断了制造商利益的来源，因此渠道选择对制造商尤为重要。在较多已有的关于制造商渠道选择研究的文献中，普遍考虑以生产为主的市场为研究背景，即制造商主导市场。然而在激烈的市场竞争下，零售商主导供应链已逐步形成，零售商强劲势力侵蚀制造商的利润，威胁部分制造商的生存，引起制造商关注渠道的公平性。此外，随着B2C电子商务和物流运输业的蓬勃发展，为零售商欺压下的制造商提供了更多渠道选择的空间。为了避免传统渠道策略中强势零售商带来的损失，制造商在渠道管理方面该采取怎样的行动，如何选择渠道策略，选择的依据又是什么，公平关切行为对其渠道策略有怎样的影响？这已成为渠道管理研究中亟待解决的问题，也是本文将要讨论的核心问题。本文在分析和总结了大量国内外关于渠道理论研究成果的基础上，构建了一个由单个制造商和单个零售商组成的二级供应链系统，并以零售商主导下单一传统零售渠道模型为基本模型，考虑零售商主导作用，零售商是博弈过程的领导者，而制造商是跟随者。基本模型模拟了销售渠道体系的需求、成本及利润，并对强势零售商主导的决策过程进行均衡分析和定量研究，分别探讨了分散决策和集中决策下供应链的最优决策。研究发现存在双重边际效应，若对渠道成员行为及关系进行协调，有利于提高供应链整体收益。在此基础上，在第四章中将单一渠道扩展到双渠道，建立混合双渠道和零售双渠道的数学模型，并进行比较分析，探讨零售商主导下制造商的渠道选择策略。通过比较分析发现：三种渠道策略并不存在某一渠道占绝对的优势，但混合双渠道策略能够挖潜市场潜在的需求，且有利于提高消费者效应。第五章在第三、四章研究的基础上考虑制造商关注渠道公平性，在三种渠道策略模型中引入公平关切强度系数，探索公平关切下制造商的渠道选择策略，并通过算例分析研究公平关切对供应链绩效的影响关系。研究发现：制造商对渠道的公平关切是影响渠道利润分配的重要因素，也是制造商抵抗强势零售商的有效手段，且当消费者对电子渠道偏好程度较大时，制造商选择混合双渠道策略并采取公平关切行为能有效提高制造商自身效用，也对供应链整体效用增加发挥作用。
[Abstract]:The channel is the only way for the manufacturer to smoothly send the product to the consumer, is the carrier of the product circulation, and is also the way for the manufacturer to generate benefits. Leaving the channel, the source of the manufacturer's interest will be cut off. Therefore, channel selection is particularly important for manufacturers. In many existing literatures on manufacturers' channel selection, the production-oriented market is generally considered as the research background, that is, the manufacturer dominates the market. However, under the fierce market competition, Retailers' dominant supply chain has gradually formed. The strong influence of retailers has eroded the profits of manufacturers, threatened the survival of some manufacturers, and aroused manufacturers' concern about the fairness of channels. In addition, with the booming development of B2C e-commerce and logistics transportation, In order to avoid the loss caused by the strong retailer in the traditional channel strategy, what action should the manufacturer take in the channel management and how to choose the channel strategy? What is the basis for selection and how does fair concern affect its channel strategy? This has become an urgent problem in the research of channel management, and is also the core problem to be discussed in this paper. On the basis of analyzing and summarizing a large number of domestic and foreign research achievements on channel theory, this paper constructs a two-stage supply chain system composed of single manufacturer and single retailer. Taking the single traditional retail channel model led by retailers as the basic model, considering the retailer's leading role, the retailer is the leader of the game process, and the manufacturer is the follower. The basic model simulates the demand of the sales channel system. Cost and profit, as well as the equilibrium analysis and quantitative study of the decision-making process led by strong retailers, respectively, discuss the optimal decision of supply chain under decentralized and centralized decision-making, and find that there are double marginal effects. If we coordinate the behavior and relationship of channel members, it will help to improve the overall revenue of supply chain. On this basis, in chapter 4th, the single channel is extended to the double channel, and the mathematical model of the mixed dual channel and the retail dual channel is established, and the comparative analysis is carried out. Through the comparative analysis, it is found that the three channel strategies do not have an absolute advantage in one channel, but the mixed dual channel strategy can tap the potential demand of the market. In Chapter 5th, based on the third and fourth chapters, the manufacturer is concerned about the fairness of the channel, and the intensity coefficient of fair concern is introduced into the three channel strategy models. This paper explores the channel selection strategies of manufacturers under fair concerns, and studies the impact of equity concerns on supply chain performance through a case study. The results show that the manufacturer's concern for channel equity is an important factor affecting the distribution of channel profits. It is also an effective means for manufacturers to resist strong retailers, and when consumers have a greater preference for electronic channels, manufacturers choose a mixed dual channel strategy and adopt fair concern behavior can effectively improve the effectiveness of manufacturers themselves. It also plays a role in increasing the overall utility of the supply chain.
【学位授予单位】：华南理工大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F713.32;F274;F224

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