本文選題：直銷渠道 + 傳統(tǒng)渠道��； 參考：《南京大學》2015年碩士論文

【摘要】：在經(jīng)濟全球化快速發(fā)展的今天,電子商務的作用越來越明顯,它不僅時刻改變著消費者的消費觀念和消費行為,也影響著商品的制造者—制造商以及商品的出售者—零售商二者的經(jīng)營理念。為進一步擴大自己的市場,促進供應鏈的扁平化,節(jié)約成本,供應鏈成員在電子商務的環(huán)境中開始紛紛建立的網(wǎng)絡直銷渠道,開辟了一個與傳統(tǒng)零售渠道完全不同的銷售渠道。本文正是針對這一現(xiàn)實基礎,具體展開了對電子商務環(huán)境下零售商與制造商的決策研究。首先在假設的前提條件下分別建立了傳統(tǒng)單一渠道、僅零售商建立直銷渠道、僅制造商建立直銷渠道、二者同時建立直銷渠道等四種雙渠道供應鏈模式的理論模型,然后在假設供應商和制造商定價博弈符合stackelberg的基礎上求解模型,得到不同供應鏈模式下供應鏈成員最優(yōu)的定價、銷量以及利潤等問題的解析表達式。在理論模型求解的基礎上,分別以供應鏈成員為研究主體,提出了四種可能的渠道選擇策略：(1).僅零售商單獨建立直銷渠道；(2)僅制造商單獨建立直銷渠道；(3)零售商隨著制造商建立自己的網(wǎng)絡直銷渠道；(4)制造商隨著零售商建有自己的直銷渠道。給出了在參數(shù)在一定關系的條件下的定價策略以及渠道選擇策略。最后借助算例分析,為文中的參數(shù)設定一定的取值,在相關軟件的幫助下,分析供應鏈成員的定價、銷量以及利潤與消費者偏好系數(shù)的關系,并給出消費者偏好系數(shù)在某一特定范圍內時,供應鏈成員分別應當采取的渠道選擇策略以及定價策略,以此來得到定量的結論,使結果更加直觀。本研究對電子商務下供應鏈成員的決策問題有一定的參考意義,同時也豐富了雙渠道供應鏈的相關理論。
[Abstract]:Today, with the rapid development of economic globalization, the role of electronic commerce is becoming more and more obvious. It not only changes consumers' consumption concepts and behaviors at all times,It also affects the business philosophy of producers-manufacturers and sellers-retailers.In order to further expand their own market, promote the flat supply chain, save costs, supply chain members in the e-commerce environment began to establish a network of direct marketing channels, opened up a completely different from the traditional retail channels of sales channels.Aiming at this realistic foundation, this paper studies the decision-making of retailers and manufacturers in e-commerce environment.First of all, under the hypothetical premise condition, the traditional single channel is established separately, only the retailer establishes the direct selling channel, only the manufacturer establishes the direct marketing channel, and both establish the theoretical model of the four kinds of double-channel supply chain mode, such as the direct marketing channel, the direct selling channel and so on.Then the model is solved on the assumption that the supplier and manufacturer pricing game conforms to stackelberg, and the analytical expressions of the optimal pricing, sales volume and profit of supply chain members under different supply chain models are obtained.On the basis of solving the theoretical model, four possible channel selection strategies are put forward, which are the members of the supply chain as the main body.Only retailers set up direct marketing channels alone (only manufacturers establish direct sales channels alone) retailers build their own direct sales channels with manufacturers) manufacturers build their own direct sales channels with retailers.The pricing strategy and channel selection strategy are given under the condition that the parameters are related to each other.Finally, with the help of the example analysis, the paper sets a certain value for the parameters in the paper, and with the help of relevant software, analyzes the relationship between the pricing, sales volume, profit and consumer preference coefficient of the supply chain members.When the consumer preference coefficient is in a certain range, the channel selection strategy and pricing strategy should be adopted by the members of the supply chain respectively, so as to get the quantitative conclusion and make the result more intuitive.This study has a certain reference significance for the decision of supply chain members under e-commerce, and enriches the relevant theory of dual channel supply chain.
【學位授予單位】：南京大學
【學位級別】：碩士
【學位授予年份】：2015
【分類號】：F724.6

【參考文獻】

相關期刊論文 前10條

1 王虹;周晶;孫玉玲;;雙渠道供應鏈的庫存與定價策略研究[J];工業(yè)工程;2011年04期

2 王虹;倪衛(wèi)濤;周晶;;非對稱信息下雙渠道供應鏈的定價決策[J];管理學報;2010年02期

3 陳子林;張子剛;胡芳;;Internet零售商何時采用Drop-shipping模式[J];工業(yè)工程與管理;2008年01期

4 李書娟;張子剛;黃洋;;風險規(guī)避對雙渠道供應鏈運作模式的影響研究[J];工業(yè)工程與管理;2011年01期

5 段玉蘭;賈小月;朱歡;;電子商務環(huán)境下供應鏈管理的研究[J];經(jīng)營管理者;2015年01期

6 王國才;趙彥輝;;多重渠道沖突管理的渠道區(qū)隔與整合策略——基于電子商務的研究框架[J];經(jīng)濟管理;2009年08期

7 肖劍;但斌;張旭梅;;需求預測信息不對稱下電子渠道與零售商合作策略研究[J];計算機集成制造系統(tǒng);2009年10期

8 黃松;楊超;張曦;;雙渠道供應鏈中定價與合作廣告決策模型[J];計算機集成制造系統(tǒng);2011年12期

9 張昊昱;馮南平;;搭便車行為對雙渠道供應鏈的影響分析[J];價值工程;2011年17期

10 趙明媚;;電子商務環(huán)境下渠道沖突的管理[J];對外經(jīng)貿(mào);2013年04期

，

本文編號：1735909