本文選題：異質產品 + 雙渠道沖突��； 參考：《杭州電子科技大學》2014年碩士論文

【摘要】：在信息技術迅速發(fā)展的環(huán)境下，很多企業(yè)逐步開始利用網絡銷售產品，形成網絡渠道與傳統(tǒng)渠道共存的雙渠道供應鏈（dual-channel supply chain）模式但是，一旦將網絡渠道引入到固有銷售模式中，，制造商除了是傳統(tǒng)渠道零售商的供應商還成為了其競爭對手，從而原有的利益均衡遭到了破壞，勢必會造成雙渠道沖突在電子商務所帶來的巨大銷售機會與充滿誘惑的利益面前，制造商顯然不會為了避免雙渠道沖突而拒絕網絡渠道，而是不斷尋找合適的協(xié)調策略來消除與零售商之間的正面沖突然而在同質產品雙渠道下的價格戰(zhàn)愈演愈烈，協(xié)調難度也越來越大，在這一市場背景下，隨著消費者需求的日益多樣化，調整產品結構也逐漸成為協(xié)調雙渠道沖突的一種新方法鑒于一系列的復雜現(xiàn)狀，本文將分析雙渠道沖突的內在機理，并基于異質產品視角研究雙渠道沖突協(xié)調機制 首先，針對引起雙渠道沖突的可能原因進行定性分析，并基于理論視角揭示了信息對稱是整個雙渠道系統(tǒng)實現(xiàn)優(yōu)化運作的前提條件，而非充分條件，在信息對稱情形下渠道沖突仍可能存在在管理實踐中，信息不對稱現(xiàn)象普遍存在于雙渠道系統(tǒng)，則必然導致系統(tǒng)難以高效運作所以從信息對稱和信息不對稱兩種情形進行定量分析，并對比分析了集中控制與分散控制決策下的系統(tǒng)利潤，在此基礎上揭示了雙渠道沖突的內在機理，以及沖突對整個系統(tǒng)的實質性影響 其次，從制造商角度出發(fā)，制造商為傳統(tǒng)渠道零售商和網絡渠道消費者提供的產品具有一定差異性（即雙渠道銷售異質產品），再將消費者偏好引入到消費者需求的分析中，利用消費者效用理論分析網絡渠道和傳統(tǒng)渠道的需求情況，并對比分析不同情形下（無消費者返利與提供消費者返利兩種情形）的集中控制決策與分散控制決策，在此基礎上，利用兩部定價-消費者返利協(xié)調機制對提供消費者返利的異質產品雙渠道進行協(xié)調，從而實現(xiàn)了雙渠道系統(tǒng)的協(xié)調運作，并且數(shù)值仿真分析的應用，較好地驗證了該協(xié)調機制的有效性 最后，基于異質產品視角，分析零售商作為異質產品來源的雙渠道供應鏈的運作機理，利用產品創(chuàng)新程度反映傳統(tǒng)渠道和網絡渠道所銷售產品的差異化程度，并進一步分析在制造商不提供創(chuàng)新水平補償和提供創(chuàng)新水平補償兩種情形下整個系統(tǒng)的運作績效，最后采用兩部定價-創(chuàng)新水平激勵協(xié)調機制對異質產品雙渠道系統(tǒng)進行協(xié)調，并且應用數(shù)值仿真分析了協(xié)調機制的有效性
[Abstract]:With the rapid development of information technology, many enterprises have gradually begun to use the network to sell their products and form a dual-channel supply chain model in which the network channel and the traditional channel coexist. However, once the network channel is introduced into the inherent sales mode, In addition to being a supplier of traditional channel retailers, manufacturers have become competitors, thus undermining the original balance of interests. In the face of the huge sales opportunities and seductive benefits brought about by e-commerce, manufacturers will obviously not reject the network channels in order to avoid the conflicts between the two channels. Instead, we are constantly looking for appropriate coordination strategies to eliminate the direct conflict with retailers. However, the price war under the dual channels of homogeneous products is becoming more and more intense, and coordination is becoming more and more difficult. In this market background, With the increasing diversification of consumer demand, adjusting the product structure has gradually become a new method to coordinate the conflict between two channels. In view of a series of complex situations, this paper will analyze the internal mechanism of the conflict. And based on the perspective of heterogeneous products, the coordination mechanism of conflict between two channels is studied. Firstly, qualitative analysis is carried out on the possible causes of dual channel conflicts, and based on the theoretical perspective, it is revealed that information symmetry is the precondition, not the sufficient condition, for the optimization operation of the whole dual channel system. In the case of information symmetry, channel conflict may still exist in the management practice, and the information asymmetry phenomenon generally exists in the dual channel system. Therefore, the information symmetry and information asymmetry are analyzed quantitatively, and the system profits under centralized control and decentralized control are compared and analyzed. On this basis, the internal mechanism of the conflict between two channels and the substantial influence of the conflict on the whole system are revealed. Secondly, from the manufacturer's point of view, the products provided by the manufacturer to the traditional channel retailer and the consumers of the network channel have certain differences (that is, double channels sell heterogeneous products), and then the consumer preference is introduced into the analysis of consumer demand. This paper analyzes the demand of the network channel and the traditional channel by using the consumer utility theory, and analyzes the centralized control decision and the decentralized control decision under different circumstances (no consumer return and providing consumer return), and on this basis, the paper analyzes the demand of the network channel and the traditional channel, and analyzes the centralized control decision and the decentralized control decision under different circumstances. Using the two-part price-consumer rebate coordination mechanism to coordinate the two channels of heterogeneous products which provide consumers' rebates, thus realizing the coordinated operation of the dual-channel system, and the application of numerical simulation analysis. The effectiveness of the coordination mechanism is well verified. Finally, based on the perspective of heterogeneous products, this paper analyzes the operating mechanism of the dual-channel supply chain of retailers as the source of heterogeneous products, and uses the degree of product innovation to reflect the degree of product differentiation between the traditional channel and the network channel. Furthermore, the performance of the whole system is analyzed under the condition that the manufacturer does not provide the innovation level compensation and the innovation level compensation is provided. Finally, the two-channel system of heterogeneous products is coordinated by the two-part price-innovation level incentive coordination mechanism. The effectiveness of the coordination mechanism is analyzed by numerical simulation.
【學位授予單位】：杭州電子科技大學
【學位級別】：碩士
【學位授予年份】：2014
【分類號】：F274

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