【摘要】：電子商務和電子信息技術(shù)的高速發(fā)展,極大的改變了當今企業(yè)的經(jīng)營模式。許多企業(yè)在傳統(tǒng)零售渠道的基礎(chǔ)上,引入了網(wǎng)絡(luò)渠道,形成了雙渠道供應鏈。雙渠道供應鏈的發(fā)展不僅改變了消費者的消費理念和消費習慣,對于供應鏈中的參與者制造商和零售商的定價決策也產(chǎn)生了非常大的影響。由于兩個渠道之間沖突的存在,使得雙渠道供應鏈管理問題比傳統(tǒng)渠道更加困難。受前人研究的啟發(fā),本文重點研究了雙渠道供應鏈的渠道定價和協(xié)調(diào)問題。首先從雙渠道供應鏈的形成和競爭合作關(guān)系出發(fā),引出契約協(xié)調(diào)這種供應鏈協(xié)調(diào)的有效方式,介紹了基本的契約概念,出現(xiàn)的基本原因,供應鏈契約的類別和作用。然后介紹對供應鏈信息協(xié)調(diào)機制和供應鏈組織協(xié)調(diào)機制進行了初步的探討。第三,重點研究了零售商雙渠道和制造商雙渠道這兩種渠道結(jié)構(gòu),通過建立需求與價格相關(guān)這種需求函數(shù),通過斯坦伯格博弈分別建立了制造商以及零售商在分散決策下各自的定價,銷量和利潤。通過對比得出分散決策下的利潤并沒有達到最優(yōu)。然后針對不同的渠道結(jié)構(gòu)設(shè)計了不同的收益共享契約,完美的解決了上述問題。最后通過數(shù)值分析,給雙渠道供應鏈的市場參數(shù)不同的數(shù)值,來驗證了前面設(shè)計兩個契約是否有效。雙渠道供應鏈的發(fā)展得到了學術(shù)界和企業(yè)界的大量的關(guān)注,而其定價和協(xié)調(diào)更是學術(shù)界的熱點問題,本文的研究對雙渠道供應鏈理論體系進行了一定的補充,同時對從事電子商務運營的相關(guān)企業(yè)的定價決策有一定的指導意義。本文的創(chuàng)新之處是同時研究了制造商雙渠道和零售商雙渠道這兩種渠道結(jié)構(gòu),并且根據(jù)渠道的特點,設(shè)計了兩種不同的收益共享契約,豐富了收益共享契約的內(nèi)容。
[Abstract]:The rapid development of electronic commerce and electronic information technology has greatly changed the business model of today's enterprises. On the basis of the traditional retail channel, many enterprises have introduced the network channel and formed the double channel supply chain. The development of dual-channel supply chain not only changes the consumer's consumption idea and habits, but also has a great influence on the pricing decision of the participant manufacturers and retailers in the supply chain. Because of the conflict between the two channels, it is more difficult to manage the supply chain with two channels than the traditional channel. Inspired by previous studies, this paper focuses on the channel pricing and coordination of dual channel supply chain. Starting from the formation of two-channel supply chain and the relationship of competition and cooperation, this paper introduces the effective way of coordination of supply chain by contract, introduces the basic concept of contract, the basic reason of emergence, the category and function of supply chain contract. Then it introduces the supply chain information coordination mechanism and supply chain organization coordination mechanism. Thirdly, this paper focuses on the two channel structures of retailers and manufacturers, and establishes the demand function which is related to price and demand. Through Steinberg game, the manufacturers and retailers are established under the decentralized decision of pricing, sales and profits. By comparison, it is concluded that the profit under the decentralized decision is not optimal. Then different revenue sharing contracts are designed for different channel structures, which solve the above problems perfectly. Finally, through the numerical analysis, we give the different market parameters of the two-channel supply chain to verify the effectiveness of the two contracts designed before. The development of double-channel supply chain has received a lot of attention from academia and business circles, and its pricing and coordination is a hot issue in academic circles. The research in this paper supplements the theoretical system of double-channel supply chain to a certain extent. At the same time, it has certain guiding significance to the pricing decision of the related enterprises engaged in e-commerce operation. The innovation of this paper is to study the dual channel structure of manufacturer and retailer at the same time, and design two different revenue sharing contracts according to the characteristics of the channel, which enriches the content of the revenue sharing contract.
【學位授予單位】：天津大學
【學位級別】：碩士
【學位授予年份】：2016
【分類號】：F274;F724.6

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