本文選題：雙渠道供應鏈 + 供應鏈結(jié)構　； 參考：《東南大學》2017年碩士論文

【摘要】：物流配送體系的完善和互聯(lián)網(wǎng)技術的長足發(fā)展,為制造商和零售商的銷售提供了新的發(fā)展模式,配送方便、服務便捷的網(wǎng)絡零售成為越來越多消費者的選擇,傳統(tǒng)零售和網(wǎng)絡零售并存的雙渠道供應鏈格局已經(jīng)成為普遍的現(xiàn)象。在實際的經(jīng)濟活動中,雙渠道供應鏈中零售商之間存在服務溢出效應,消費者在傳統(tǒng)零售商和網(wǎng)絡零售商之間的服務溢出效應中得到了便利和實惠,也導致傳統(tǒng)零售商和網(wǎng)絡零售商之間更加復雜的利益關系。因此研究雙渠道供應鏈的服務溢出效應有助于解決雙渠道供應鏈的渠道沖突問題,具有理論意義和實際應用價值。對于零售商合作的雙渠道供應鏈,基于零售商橫向集中決策的雙渠道供應鏈模型,考慮網(wǎng)絡零售渠道對傳統(tǒng)零售渠道的服務溢出效應,運用消費者效用理論建立雙渠道供應鏈需求模型,分析零售商不同零售方案的定價決策和效益,研究服務溢出效應對零售商利益關系以及對零售方案變動所引起的供應鏈成員效益的影響。結(jié)果表明,服務溢出效應影響雙渠道供應鏈的零售商效益,服務溢出效應的程度反映供應鏈成員的競爭合作關系。另外,雙渠道供應鏈中.零售服務水平越高、服務溢出程度越低,零售企業(yè)實施線上線下同價的零售方案對傳統(tǒng)零售商和網(wǎng)絡零售商總體利潤造成的損失將越小。對于零售商不合作的雙渠道供應鏈,考慮網(wǎng)絡零售商和傳統(tǒng)零售商存在雙向服務溢出效應,應用消費者效用理論建立雙渠道供應鏈需求模型,基于零售商分散決策、網(wǎng)絡零售商與制造商縱向集中決策的雙渠道供應鏈結(jié)構分析供應鏈成員的定價決策和效益。結(jié)果表明服務溢出效應影響零售商效益,服務溢出效應的程度反映供應鏈成員之間的競爭合作關系,并影響供應鏈成員提高零售服務水平的意愿。另外,縱向集中決策下,雙渠道供應鏈中傳統(tǒng)零售商的效益將受到損害,而制造商和網(wǎng)絡零售商能夠獲得更高的效益。網(wǎng)絡零售商服務水平越高或?qū)W(wǎng)絡零售商存在競爭關系的傳統(tǒng)零售商服務水平越低,供應鏈成員在兩種供應鏈結(jié)構下的效益差異越大。
[Abstract]:The improvement of logistics distribution system and the rapid development of Internet technology provide a new development model for manufacturers and retailers. The convenient distribution and convenient service of online retailing has become the choice of more and more consumers. The dual-channel supply chain pattern of traditional retail and network retailing has become a common phenomenon. In the actual economic activities, there exists service spillover effect between retailers in the two-channel supply chain, and consumers get convenience and benefit in the service spillover effect between traditional retailers and online retailers. It also leads to a more complex interest relationship between traditional retailers and online retailers. Therefore, it is of theoretical significance and practical value to study the service spillover effect of double-channel supply chain to solve the channel conflict problem of double-channel supply chain. For the dual-channel supply chain with retailers' cooperation, the service spillover effect of the online retail channel to the traditional retail channel is considered based on the two-channel supply chain model based on the retailers' horizontal centralized decision. Based on the theory of consumer utility, the demand model of two-channel supply chain is established, and the pricing decision and benefit of retailers' different retail schemes are analyzed. This paper studies the effects of service spillover effect on retailer's benefit relationship and on the benefit of supply chain member caused by the change of retail scheme. The results show that the service spillover effect affects the retailer benefit of the two-channel supply chain, and the degree of service spillover effect reflects the competitive and cooperative relationship of the members of the supply chain. In addition, two-channel supply chain. The higher the level of retail service, the lower the degree of service spillover, and the smaller the loss to the traditional retailers and network retailers caused by the online and offline retail schemes. Considering the two-way service spillover effect between the online retailer and the traditional retailer, the two-channel supply chain demand model is established based on the consumer utility theory, and based on the decentralized decision of the retailer, the two-channel supply chain with uncooperative retailers is considered. Two-channel supply chain structure based on Vertical centralized decision of Network retailers and Manufacturers the pricing decision and benefit of supply chain members are analyzed. The results show that the service spillover effect affects the retailer benefit, and the degree of service spillover effect reflects the competitive and cooperative relationship among the members of the supply chain, and affects the willingness of the supply chain members to improve the retail service level. In addition, under the vertical centralization decision, the benefit of the traditional retailers in the two-channel supply chain will be damaged, while the manufacturers and the online retailers can obtain higher benefits. The higher the service level of the network retailer or the lower the service level of the traditional retailer with competitive relationship to the network retailer, the greater the benefit difference between the members of the supply chain under the two supply chain structures.
【學位授予單位】：東南大學
【學位級別】：碩士
【學位授予年份】：2017
【分類號】：F274

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