电子商务环境下农产品双渠道供应链的协调研究

发布时间：2018-01-10 15:36

本文关键词：电子商务环境下农产品双渠道供应链的协调研究　出处：《昆明理工大学》2017年硕士论文　论文类型：学位论文

【摘要】：在互联网和信息技术迅猛发展的时代,生鲜农产品双渠道营销模式是供应商的最佳选择,同时得到学术界和商界的广泛关注。但消费者对生鲜农产品新鲜度要求日益严格,而且零售商因其利润可能减少,对网上直销渠道充满敌意,导致生鲜农产品网上直销渠道发展不尽人意。因此,在新鲜度影响需求的基础上,如何改善供应商与零售商的关系,设计有效的契约机制,削弱甚至消除渠道间的冲突,最终达到共赢是至关重要的问题。首先,考虑新鲜度影响需求的双渠道供应链数量折扣协调。以供应商和零售商组成的双渠道供应链为研究对象,供应商占据市场主导地位,考虑新鲜度对需求的影响,建立Stackleberg博弈模型,比较分析集中和分散决策下的供应链最优利润水平。从合作的角度出发,设计数量折扣契约,论证此契约一定范围内能有效实现供应链协调,提高各成员收益。研究发现供应商在开拓线上直销渠道后,通过设计灵活的契约协调机制鼓励传统零售商与其继续合作,通过各成员讨价还价能力的大小分配整个供应链增加的利润。其次,供应商保鲜努力下的生鲜农产品双渠道供应链协调决策模型。在上一章研究的基础上,考虑新鲜度衰减和供应商保鲜努力对新鲜度的影响,构建Stackelberg博弈模型,对供应链各成员及系统最优利润水平和最优决策进行对比分析,结果表明集中决策下系统的最优利润水平大于分散决策下。为提高系统利润,从渠道合作、共赢和供应链系统最优利润最大化的角度出发,设计两部定价契约、批发价协调契约和由成本分担与补偿策略构成的混合协调契约。通过对比分析论证,三种契约均能有效实现供应链协调,提高各成员的利润。两部定价和混合契约下,仅在渠道供货比例和固定费用的特定范围内有效。供应商根据供货比例、固定费用及其他变量的相对大小决定采用何种更为科学、有效的契约策略,实现供应链的协调,其中固定费用的大小取决于各成员的讨价还价能力。研究表明,无论是所设计的数量折扣契约机制,还是两部定价契约、批发价协调契约和混合协调契约,都不影响系统的协调状态,均能实现供应链的协调。
[Abstract]:With the rapid development of Internet and information technology era, the dual channel marketing mode of fresh agricultural products is the best choice of supplier, and get the wide attention of the academic circles and business circles. But consumers with freshness of fresh agricultural products increasingly stringent, and the retailer because of its profit can be reduced, the hostility to the online direct marketing channels, leading to fresh agricultural products online direct marketing channel development is unsatisfactory. Therefore, the effect of freshness on the basis of demand, how to improve the relationship between suppliers and retailers, contract mechanism design effectively, weaken or eliminate the conflict between channels, and ultimately achieve win-win is a crucial problem. First, considering the dual channel supply chain coordination and quantity discount freshness influence demand. The dual channel supply chain consisting of suppliers and retailers as the research object, the supplier dominated the market, considering the freshness of demand. Ring, a Stackleberg game model, comparative analysis of centralized and decentralized supply chain optimal profit decision. Starting from the angle of cooperation design, quantity discount contract, the contract must demonstrate can effectively coordinate the supply chain, improve the member benefits. The study found the supplier in the development of online direct sales channels, through the coordination mechanism flexible design of traditional retailers and continue to encourage cooperation, increase the distribution of the whole supply chain by the members of the bargaining power of the size of the profit. Secondly, the supplier preservation efforts of fresh agricultural products supply chain coordination decision in dual channel model. On the basis of a chapter, considering the fresh degree of attenuation and preservation effect on fresh efforts of suppliers the construction of Stackelberg game model, comparative analysis of each member of the supply chain and the optimal system profit level and the optimal decision result table The concentration of optimal profit level decision-making system is larger than the decentralized decision. In order to improve the system profits from the channels of cooperation and win-win and optimal profit maximization of supply chain system perspective, design two part pricing contract, the wholesale price coordination contract and cost sharing contract by hybrid coordination structure and compensation strategies. Through the comparative analysis of argumentation three kinds of contract can achieve supply chain coordination, improve the member's profit. Two part pricing and mixed contract, only a specific range in the channel supply proportion and fixed costs effectively. The suppliers according to the delivery ratio, the relative size of the fixed costs and other variables in deciding which is more scientific, effective contract strategy. To coordinate the supply chain, the fixed fee depends on the size of each member's bargaining power. The results show that both the mechanism of quantity discount contract design, or two The pricing contract of the Ministry, the wholesale price coordination contract and the mixed coordination contract do not affect the coordination state of the system, and all can achieve the coordination of the supply chain.

【学位授予单位】：昆明理工大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F323.7;F724.6

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