电子图书定价与供应链协调问题研究

发布时间：2018-02-03 08:26

本文关键词： 电子图书图书供应链供应链协调渠道选择渠道冲突　出处：《浙江大学》2014年博士论文　论文类型：学位论文

【摘要】：电子图书的出现正改变着读者的阅读习惯,电子图书的出版发行过程和传统纸制图书截然不同,电子图书的出现也给图书出版发行商带来了前所未有的难题,本文试图从读者对电子图书的接受行为分析为基础,分析电子图书的出现对图书供应链协调问题的影响,具体来说从以下四个方面对该问题进行了分析： (1)电子图书供应链和传统纸制图书供应链的区别。电子图书的出版发行过程和传统纸制图书的出版发行过程存在较大不同,本文从供应链参与主体、供应链结构、产品特点等方面对电子图书供应链与传统纸制图书供应链进行了对比分析。另外,本文还从消费者行为出发分析读者的电子图书和纸制图书的选择策略,以其为基础建立需求函数以进一步分析供应链竞争协调问题。 (2)图书出版商的产品形式及渠道选择策略分析。电子图书出现后,图书出版商需要面临的一大新问题就是拟出版的图书采用何种出版形式,是出版纸制图书还是电子图书形式,抑或是同时出版两种形式图书。本文的研究结果表明,由于电子图书存在成本优势,故出版商应尽早进入电子图书市场,但放弃纸制图书的销售仅仅出版电子图书的决策对于出版商未必是个较优决策。在消费者对于电子图书的接受度还不高的时候,同时消费者还存在纸制图书黏性时,选择同时出版两种形式的图书对于出版商来说是个较优策略。 (3)电子图书的定价权归属问题分析。电子图书出现后,在实践中广泛存在两种定价模式：传统批发价模式和代理模式。这两种不同的定价模式不仅包含了定价权的归属问题,也包含了供应链成员间的不同合作模式。在传统的批发价模式下,电子图书的定价权归属于图书零售商,而在代理模式下,电子图书的定价权属于出版商,本文试图从供应链协调角度来分析这两种定价模式下的价格均衡和利润分配问题,研究结果显示,代理模式可以缓解供应链成员间的冲突,大大提高供应链运行效率。 (4)电子图书和纸制图书供应链协调问题分析。由于电子图书和纸制图书之间存在替代关系,所以电子图书的销售必然会带来“利润侵蚀”效应,但电子图书对于纸制图书的这种替代性并不总是带来不好影响,本文从图书供应链协调问题研究出发,证明了电子图书对于纸制图书的替代性可以帮助缓解纸制图书供应链成员间的冲突,帮助提高供应链运作效率。同时,电子图书对纸制图书来说在还存在一定的互补性,这种互补性也可以缓解图书供应链双渠道间冲突。另外,电子图书供应链和传统纸制图书供应链之间还存在其它合作的可能性。
[Abstract]:The emergence of e-books is changing the reading habits of readers. The publishing process of e-books is very different from that of traditional paper books. The emergence of e-books has also brought unprecedented difficulties to book publishers. This paper attempts to analyze the impact of the emergence of e-books on the coordination of book supply chain based on readers' acceptance behavior analysis of e-books. Specifically, this paper analyzes this problem from the following four aspects: 1) the difference between the supply chain of electronic books and the supply chain of traditional paper books. The process of publication and distribution of electronic books is different from that of traditional paper books. This paper takes part in the main body from the supply chain. Supply chain structure, product characteristics and other aspects of the e-book supply chain and traditional paper book supply chain were compared and analyzed. This paper also analyzes the selection strategies of readers' e-books and paper-based books from the perspective of consumer behavior, and establishes a demand function based on them to further analyze the coordination of supply chain competition. 2) Analysis of the product form and channel selection strategy of book publishers. After the emergence of e-books, a big new problem that book publishers need to face is what kind of publishing form is to be published. The research results of this paper show that the publishers should enter the e-book market as soon as possible because of the cost advantage of e-books. But the decision to abandon the sale of paper books and simply publish e-books is not necessarily a better decision for publishers, at a time when consumer acceptance of e-books is still low. At the same time, when consumers still have paper book stickiness, it is a better strategy for publishers to choose to publish two kinds of books simultaneously. (3) Analysis on the attribution of pricing power of e-books. After the emergence of e-books. In practice, there are two pricing modes: traditional wholesale pricing model and agency model, which not only contain the attribution of pricing power. In the traditional wholesale price mode, the pricing power of e-books belongs to the book retailer, while in the agency mode, the pricing power of e-books belongs to the publisher. This paper attempts to analyze the price equilibrium and profit distribution under the two pricing modes from the perspective of supply chain coordination. The results show that the agent model can alleviate the conflict between the members of the supply chain. Greatly improve the operational efficiency of the supply chain. Analysis on the supply chain Coordination of E-Books and Paper Books. Because of the substitution relationship between e-books and paper-based books, the sale of e-books will inevitably bring "profit erosion" effect. However, e-books do not always have a bad effect on the substitution of paper books. This paper starts from the study of book supply chain coordination. It is proved that the substitution of e-books to paper-based books can help to alleviate the conflicts among the members of the supply chain of paper-based books and to improve the efficiency of supply chain operation. E-books are complementary to paper books, which can also alleviate the conflict between the two channels in the book supply chain. There are other possibilities of cooperation between e-book supply chain and traditional paper book supply chain.
【学位授予单位】：浙江大学
【学位级别】：博士
【学位授予年份】：2014
【分类号】：F274;G237.6-F

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