电子商务背景下基于双渠道的价格与保修期决策研究

发布时间：2018-03-17 09:42

本文选题：双渠道　切入点：电子商务　出处：《南京理工大学》2017年硕士论文　论文类型：学位论文

【摘要】：在互联网发展的大潮中,消费者对网购的接受程度越来越高,企业开通电子商务平台已经是大势所趋。在网络渠道中,企业不仅可以直接和消费者接触,详细了解他们的需求,也可以减小成本,提高交易效率。但电子商务平台的开通不免会引起渠道间的冲突,即传统零售渠道和网络直销渠道之间争夺市场和资源。因此,互联网时代如何进行渠道管理成为企业急需解决的问题。本文研究的背景是制造商双渠道供应链结构,即制造商在拥有传统零售渠道的情形下开通网络渠道,目前已经很多学者研究了在制造商双渠道情形下如何进行产品定价和供应链协调,却很少把产品的保修期考虑进来,而产品保修期作为产品质量的一个重要指标,已经越来越受到消费者的重视,在考虑产品保修期的情形下制造商开通网络直销渠道对零售商和自身有什么影响,制造商和零售商在不同的博弈策略下会有怎样的决策,本文将对此着重进行研究。首先本文考虑了在制造商开通网络渠道的双渠道供应链中,制造商为了提高消费者对产品的信心给产品提供一个保修期,根据消费者对产品价格、产品保修期的敏感程度和对网络渠道的接受程度建立了消费者效用函数,接着分别在批发价外生和批发价内生的条件下将双渠道供应链下成员之间的博弈结果与单渠道供应链下的结果作对比,并得出的结论:当批发价外生时,制造商引入网络直销渠道对制造商来说是有利的,对零售商来说是有害的;当批发价内生时,制造商和零售商是否获利与消费者对网络渠道的接受程度有关。最后研究了在制造商双渠道供应链中消费者对不同的渠道接受程度一样且制造商和零售商都为产品提供保修期的情形下,制造商和零售商之间不同的博弈策略的选择对双方有怎样的影响,得出的结论是:零售商为产品提供保修期对自己是没有好处的,消费者总是希望制造商开通网络直销渠道,并且制造商和零售商合作时,消费者获益最大。本文引入了消费者对产品的保修期感知这一重要因素,更加贴近现实,扩充了制造商双渠道方面的研究,并且研究成果对于在制造商开通网络直销渠道的条件下制造商和零售商如何制定最优决策具有一定的实用参考价值,提高企业的竞争力。
[Abstract]:In the tide of Internet development, consumer acceptance of online shopping and more enterprises open e-commerce platform is already in the network channel. Represent the general trend, enterprises can not only direct contact with consumers, understand their needs, but also can reduce the cost, improve the efficiency of the transaction. But e-commerce platform opened will inevitably lead to conflict between channels, namely between traditional retail channels and network marketing channels for the market and resources. Therefore, the age of the Internet how to channel management has become urgent. The background of this study is the manufacturer of the dual channel supply chain structure, in which manufacturers have traditional retail channels under the condition of open network channels, has a lot of scholars how to carry on product pricing and supply chain coordination in manufacturer of dual channel case, rarely put into final product warranty The product warranty period, as an important indicator of the quality of products, has been more and more attention of consumers, considering the product warranty period under the condition of open network manufacturers direct sales channels have what effect to retailers and manufacturers and retailers themselves, how will the decision in different game tactics, this paper will focus on the study. First, considering the opening of manufacturers in the dual channel supply chain network channels, manufacturers in order to improve consumer confidence in the product to provide a product warranty period, according to the consumer price sensitivity, product warranty and acceptance of network channel has established the consumer utility function, and then in the wholesale the price of the wholesale price of exogenous and endogenous conditions as compared to the game between the dual channel supply chain members and single channel supply chain results, and Conclusion: when the wholesale price is exogenous, manufacturers introduce Internet direct marketing channel is favorable for manufacturers, is harmful to retailers; when the wholesale price is endogenous, whether manufacturers and retailers profit and consumer acceptance of online channels. Finally the consumers in the manufacturer in dual channel supply chain of different the acceptance of the same channels and manufacturers and retailers are provided for product warranty period under the condition of different game strategy between manufacturers and retailers on how the two sides, the conclusion is: there is no advantage to own retailers to provide warranty for the product, consumers always want to open network marketing channels and manufacturers. Manufacturers and retailers to cooperate, consumers benefit most. This paper introduces consumer perception of product warranty period of this important factor, more Close to reality, expanding the research of manufacturers' dual channel, and the research results will have some practical reference value for manufacturers and retailers to make optimal decisions under the condition of manufacturers' online direct selling channels, so as to improve the competitiveness of enterprises.

【学位授予单位】：南京理工大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F274;F724.6

【参考文献】