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论文编号：	13954
作者编号：	2120213279
上传时间：	2023/6/6 22:30:38
中文题目：	供应商电商渠道选择及双渠道定价协调决策
英文题目：	Supplier E-commerce Channel Selection and Dual Channel Pricing Coordination Decision
指导老师：	张建勇
中文关键字：	双渠道供应链;搭便车行为;产品差异化;线上渠道选择;定价策略
英文关键字：	Dual-channel supply chain;Free-riding;Product differentiation; Online channel selection;Pricing strategy
中文摘要：	电子商务的快速发展带来了人们消费习惯的改变，越来越多的消费者选择通过电商平台购买产品。电商平台的出现使得供应链的结构发生改变，供应商开始向双渠道供应链模式转型。为了满足不同供应商开设线上渠道的需求，电商平台提供给供应商多种合作模式，面对代销和寄售两种不同的电商渠道模式，供应商根据自身的状况做出正确的渠道选择对企业发展至关重要。供应商确定双渠道销售模式后，消费者通过线下体验服务然后在电商平台进行购买的搭便车行为又会加剧线上线下销售渠道的冲突，面对搭便车行为带来的渠道冲突加剧，供应商选择产品差异化战略进行渠道协调，搭便车行为和产品差异化策略下双渠道供应链的最优决策如何变化也是本研究着重要探讨的问题。 首先，本研究在借鉴前人研究成果的基础上，从供应商的决策视角出发，构建供应商主导的Stackelberg博弈模型，求解供应商选择不同电商合作模式下供应链各主体的最优决策，并分析消费者渠道偏好程度、电商平台佣金率、寄售模式下的单位仓储成本等因素对供应商渠道选择和各主体定价收益的影响。 其次，在以上研究的基础上进行进一步拓展。考虑零售商提供增值服务，消费者具有搭便车行为下，两种双渠道供应链各主体的最优决策，并分析搭便车系数、零售商提供服务水平等对定价决策的影响。探讨了搭便车行为下供应商的渠道选择策略和各主体最优决策的变化情况。 最后，引入供应商产品差异化策略，缓解搭便车行为带来的渠道冲突问题，探讨产品差异化程度对供应商渠道选择和零售商提供增值服务动机的影响。并阐述供应商引入产品差异化策略对供应链各主体的影响。 结果表明随着消费者对线上渠道的偏好程度增加，供应商从不开辟电商渠道过渡到建设电商店铺；在寄售模式带来偏好程度增值较大时，供应商才有动机选择寄售模式。研究表明随着搭便车程度的逐渐增加，供应商获得更多的原属于零售商的需求，导致零售商最终会放弃提供服务。此时供应商引入产品差异化策略刺激零售商提供增值服务，最终获得双渠道供应链帕累托改进。
英文摘要：	The rapid development of e-commerce has brought about changes in people's consumption habits, and more and more consumers choose to purchase products through e-commerce platforms. The emergence of e-commerce platforms has led to changes in the structure of the supply chain, and suppliers have begun to transform to a dual channel supply chain. In order to meet the needs of different suppliers for open online channels, e-commerce platforms provide suppliers with multiple cooperation modes. In the face of two different e-commerce channel modes, reselling mode and consignment mode, it is crucial for suppliers to make correct channel choices based on their own conditions for enterprise development. After the supplier determines the dual channel sales model, the free riding behavior of consumers through offline experiencing services and purchasing on e-commerce platforms will exacerbate the conflict between online and offline sales channels. In the face of increased channel conflict caused by free riding behavior, the supplier selects product differentiation strategies for channel coordination. How to change the optimal decision-making of a dual channel supply chain under free rider behavior and product differentiation strategies is also an important issue to be explored in this study. Firstly, based on previous research results, this study constructs a supplier led Stackelberg game model from the perspective of supplier decision-making, solves the optimal decision-making in the supply chain under different e-commerce cooperation modes, and analyzes the impact of factors such as consumer channel preference, e-commerce platform commission rate, and unit warehousing cost under consignment mode on supplier channel selection and pricing returns of each entity. Secondly, further expand on the basis of the above research. Considering that retailers provide services and consumers have free riding behavior, analyze the change of the optimal decisions of in the dual channel supply chain and the impact of free riding coefficient and service level provided by retailers on pricing decisions. This study discusses the change of supplier's channel selection strategy and the optimal decision-making in dual channel supply chain under free rider behavior. Finally, introduce the supplier product differentiation strategy to alleviate the channel conflict caused by free riding behavior, and explore the impact of product differentiation on supplier channel selection and retailers' motivation to provide services. And expounds the impact of the introduction of product differentiation strategies by suppliers in the dual channel supply chain. The results show that as consumers' preference for online channels increases, suppliers have transitioned from never opening e-commerce channels to building e-commerce stores; Suppliers are motivated to choose the consignment mode only when the preference brought by the consignment mode increases significantly. Research shows that as the degree of free riding gradually increases, suppliers receive more demand that originally belonged to retailers, leading to retailers eventually giving up providing services. Besides, suppliers introduce product differentiation strategies to stimulate retailers to provide services, ultimately achieving Pareto improvement in the dual channel supply chain.
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