考虑网络营销的双渠道供应链中合作广告博弈研究

发布时间：2018-02-27 20:30

本文关键词： 双渠道供应链合作广告网络渠道渠道竞争　出处：《东南大学》2017年硕士论文　论文类型：学位论文

【摘要】：伴随着电子商务和网络技术的迅猛发展,以及人们消费观念的转变,企业积极参与渠道整合,纷纷开辟网上直销渠道将产品直接销售给终端消费者,电商平台为零售交易的信息传递和在线支付结算提供了前所未有的便捷,网络营销与传统零售并存的双渠道成为企业实现产品交易的重要途径。合作广告策略作为一种重要网络营销手段和产品分销合作机制,诸多企业纷纷采用以改善供应链绩效和市场需求。特别在网络化时代,企业采用双渠道供应链结构并利用合作广告策略具有重要意义。本文首先对电子商务的发展和合作广告的重要性等进行了阐述,并网络营销、双渠道供应链、合作广告等国内外研究现状进行了归纳整理。其次,本文基于网络广告情形下,分别从边际利润和定价视角研究双渠道供应链中的合作广告策略。从边际利润视角分别比较了分散式双渠道结构下非合作广告模式、分散式双渠道结构下合作广告模式、集中式双渠道结构下战略联盟模式三种决策模式,通过构建制造商和零售商的最优化模型,采用两阶段博弈和数值分析,研究双渠道供应链中合作广告的经济效应。再次,本文引入价格因素考虑网络广告情形下,分析双渠道供应链中决策主体分别在集中式、分散式双渠道结构下的定价决策、合作广告策略和供应链绩效。最后,考虑制造商采用网络分销代理零售商代替实体店铺零售商的情形,分析了双渠道供应链中的价格决策和合作广告策略。通过构建基于网络分销代理零售渠道和网络直销渠道的两阶段博弈模型,分别考虑了集中式双渠道供应链模式和分散式双渠道供应链模式下的合作广告投入和价格策略,并分析了零售渠道市场占有率、网络适应度与双渠道供应链价格、合作广告投入、制造商和零售商收益的关系。本文对网络营销情形下双渠道供应链中的合作广告进行了研究,完善了双渠道供应链和合作广告的理论研究,并为企业实践提供了决策参考。
[Abstract]:With the rapid development of electronic commerce and network technology, as well as the change of people's consumption concept, enterprises actively participate in the integration of channels and open up online direct marketing channels to sell products directly to end consumers. The e-commerce platform provides unprecedented convenience for information transmission and online payment and settlement of retail transactions. The coexistence of network marketing and traditional retail has become an important way for enterprises to achieve product transactions. Cooperative advertising strategy is an important means of network marketing and product distribution cooperation mechanism. Many enterprises have adopted to improve supply chain performance and market demand, especially in the networked era, It is of great significance for enterprises to adopt the structure of double channel supply chain and use cooperative advertising strategy. Firstly, this paper expounds the development of electronic commerce and the importance of cooperative advertising, and network marketing, double channel supply chain, etc. Cooperative advertising and other domestic and foreign research status is summarized. Secondly, this paper based on the case of network advertising, From the perspective of marginal profit and pricing, this paper studies the cooperative advertising strategy in the dual-channel supply chain. From the perspective of marginal profit, the paper compares the non-cooperative advertising model under the decentralized double-channel structure and the cooperative advertising model under the decentralized double-channel structure. This paper studies the economic effect of cooperative advertising in dual channel supply chain by constructing the optimal model of manufacturer and retailer, using two-stage game and numerical analysis. This paper introduces the price factor to consider the network advertising situation, analyzes the pricing decision, cooperative advertising strategy and supply chain performance of the decision makers in the dual channel supply chain under the centralized and decentralized dual channel structure respectively. Considering the use of online distribution agency retailers by manufacturers in place of brick-and-mortar retailers, This paper analyzes the price decision and cooperative advertising strategy in the double channel supply chain, and constructs a two-stage game model based on the network distribution agent retail channel and the network direct selling channel. This paper considers the cooperative advertising input and price strategy under the centralized and decentralized double-channel supply chain mode, and analyzes the market share of retail channel, the network adaptability and the price of double-channel supply chain. This paper studies the cooperative advertising in the two-channel supply chain under the circumstance of network marketing, and consummates the theoretical research of the double-channel supply chain and cooperative advertising. It also provides decision-making reference for enterprise practice.
【学位授予单位】：东南大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F274;F224.32;F713.8

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