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论文编号：	1629
作者编号：	1120070700
上传时间：	2010/6/13 21:31:41
中文题目：	电子零售商采纳代销直供模式的影响因素研究
英文题目：	The Research on the Factors of E-retailer Adopt Drop-shipping Model
指导老师：	严建援
中文关键字：	代销直供模式；电子零售商；渠道选择；电子商务
英文关键字：	Drop-shipping model; E-retailer; Channel choice; E-commerce
中文摘要：	信息技术的日益普及和网络经济的迅速发展，使我国网络购物市场规模和用户规模呈爆发式增长。网络环境下的商品销售模式以其便捷性和价格优势，吸引了越来越多的人群关注。基于网络环境，供应商希望更好地推广产品，扩大业务，动态了解目标用户的需求，实现市场拓展；电子零售商希望能降低电子商务市场的准入门槛，减少运营投入成本，减少库存成本和资金占用。伴随着网络经济的蓬勃发展，代销直供模式这种电子商务环境下的新型渠道运营模式应运而生。 代销直供模式是指电子零售商不持有库存，只作为中介接受客户订单需求；供应商持有库存，承担库存风险并履行订单需求。基于电子商务环境的代销直供模式使信息流和物流的分离有了实现的可能，它为零供双方经营成本的节省提供了借鉴，也为零供双方的合作带来了新契机，注入了新活力。面对目前代销直供模式繁荣发展的态势，研究该模式的优势，深入剖析中国背景下影响电子零售商采纳代销直供模式的关键因素，提出推动模式优化的对策建议，对于代销直供模式在中国环境下健康发展具有重要意义。 本文以代销直供模式为研究基点，以电子零售商为核心研究对象。首先，经过研究发现，电子零售商采纳代销直供模式有利于规避库存风险，提高自身收益，实现供应链整体协调优化。接着，以电子零售商为切入点，利用创新扩散理论、信任理论、交易成本理论为理论基础构建了“DSA”模型，该模型描述了影响电子零售商采纳代销直供模式的关键因素。然后，基于中国背景以问卷调查的方法获取抽样数据，采用结构方程模型的统计分析方法对“DSA”模型及其相应的研究假设进行检验。总体看来，“DSA”模型得到了验证。最后，通过对研究结果的分析，得出了相关的研究启示，并提出了推动电子零售商采纳代销直供模式，促进其健康有序发展的对策和建议。 本文主要的研究内容和研究创新体现在以下三个方面： 第一，从理论上论证了代销直供模式对供应链的协调优势。通过对代销直供模式特点的清晰界定，辨析了它与其它的渠道运营模式、生产运营模式和库存管理模式的异同。在此基础上，进一步论证了代销直供模式对供应链的协调优势以及对供应商和电子零售商收益产生的影响。研究以单个供应商和单个电子零售商组成的二级供应链为基础，分析了零供双方以及供应链整体在传统模式和代销直供模式下的收益变化。研究发现在代销直供模式下，当电子零售商将库存风险转移给供应商时，通过价格调整、风险分担和收益共享的机制既可以实现供应链整体优化，也可以使零供双方达到“共赢”状态。由此认为电子零售商采纳代销直供模式可以实现自身收益的提高，同时也使供应商和供应链整体收益的提升具备了可行性。最终得出研究观点：从渠道优化的视角分析，代销直供模式有利于实现供应链整体协调，也有利于电子零售商在规避资金风险和库存风险的同时获得渠道收益。 第二，综合运用创新扩散理论、信任理论、交易成本理论，构建了电子零售商采纳代销直供模式的影响因素的理论模型——“DSA”模型。创新扩散的基本理论强调了新技术新模式对组织或个人采纳行为的影响，从获利的视角强调了正向价值感知；创新扩散的潮流理论考虑了竞争压力和潮流压力对创新扩散的推动作用。信任理论强调了信任对人们行为导向的影响，决策者自身的信任倾向，外部的制度信任以及对合作伙伴的信任都会影响决策者的行为模式。交易成本理论则从经济学的角度考虑了渠道模式选择问题，认为在其它影响因素相同的前提下，电子零售商会偏好交易过程中产生成本最低的渠道，它强调不确定性、资产专用性带来的负向感知，突出了电子零售商在采纳行为中的付出。代销直供模式是一种新型的渠道运营模式，针对其独特性，本文将单一研究视角转化为多方位视角，基于创新扩散理论、信任理论和交易成本理论，从技术维度、环境维度、信任维度和成本维度构建了影响电子零售商采纳代销直供模式的概念模型，系统地解释了影响电子零售商选择倾向的关键构面的影响因素及其影响路径。 第三，基于中国背景进行实证研究，验证了“DSA”模型，提出了发展代销直供模式的一系列对策。代销直供模式在国外发展的速度和规模远远优于在国内的发展。中国作为发展中国家，在文化背景、基础设施和管理经验等众多方面与国外相比存在巨大差异，因此代销直供模式在中国的发展有其自身的特殊性，本研究正因立足于发展中国家的背景而具有特殊意义。以中国这个发展中国家为背景，深入探索该背景下电子零售商对代销直供模式的行为态度，结合中国国情识别出影响电子零售商采纳行为的关键影响因素，以中国的电子零售商为调研对象收集调查数据，并据此验证和分析了“DSA”模型。根据模型验证结果，从发挥代销直供模式自身优势，优化模式外部发展环境，建立信任监督体制和完善竞争合作机制等四个方面有针对性地提出了推动电子零售商采纳代销直供模式的措施，以及推动代销直供模式健康发展的对策，为代销直供模式在中国国内的良性发展提供了理论和实践指导。
英文摘要：	With the increasing popularity of information technology and the rapid development of network economy, China’s online shopping market and cybershopper number witness an explosive growth. For the advantage of convenience and low price, the various commodity sales models based on network environment attract more and more people concerned. Under Web-based environment, the suppliers hope to promote their products more effectively, expand business, understand the requirements of target customers, and realize marketing promotion. The e-retailers hope to lower the e-commerce market access threshold, save operating costs, and reduce inventory costs and tying funds. With the vigorous development of the network economy, a new channel business model under the e-commerce environment, named drop-shipping model, came into being. According to drop-shipping model, the e-retailers act as intermediaries which accept orders from customers, but do not hold inventory. Relatively, the suppliers hold inventory, bear risks and fulfill orders. With the application of drop-shipping model, the separation of information flow and logistics can be achieved in all probability. It can be used for reference to saving operation costs for suppliers and e-retailers. It brings new opportunities and injects new vitality to the bilateral cooperation between suppliers and e-retailers. Since drop-shipping model is flourishing, for the healthy development of this model in China, it is imperative to study the advantages of the model, offer deep insight into the critical factors influencing e-retailers’ decision to adopt the model, and make suggestions to push the optimization of the model forward. In this paper, drop-shipping model is the basis point of study, and e-retailers are the key study objects. First of all, according to the research, it is found that e-retailers can apply drop-shipping model to avoid inventory risks, increase their own profits, and achieve overall optimization of the supply chain. Next, taking e-retailers as starting point, the paper applies innovation diffusion theory, trust theory and transaction cost theory as the theoretical basis to build DSA model, which is used to discover the critical factors influencing e-retailers’ decision to apply the drop-shipping model. Then, based on the background of China, the sample data acquired through questionnaire method. By means of statistical analysis methods, the data are used to test DSA model and related research hypothesis. Overall, DSA model has been verified. Finally, according to analysis of the results of the study, some research implications are discovered. Based on the implications, the specified countermeasures and suggestions are provided to encourage e-retailers to apply drop-shipping model and to help drop-shipping model develop orderly and robustly. The paper’s research contents and principal innovations are reflected in the following three aspects: First, the coordination advantage of drop-shipping model to supply chain is theoretically demonstrated. By means of clear definition for the characters, the paper discriminates between drop-shipping model and other related business operating models, including channel operating models, production operating models and inventory management models. On this basis, the paper steps further to demonstrate drop-shipping model’s advantage to supply chain coordination, and the impact of drop-shipping model on earnings of suppliers and e-retailers. The research studies the simple supply chain consisting of a single supplier and a single e-retailer, and analyzes the difference in earnings of the supplier, the e-retailer and the whole supply chain under the traditional model and the drop-shipping model. The research discovers that under the drop-shipping model, although the inventory risks are transferred from the e-retailers to the suppliers, the latter can make use of the price adjustment, risk-sharing and benefit-sharing mechanisms to accomplish the overall supply chain optimization, so as to achieve a “win-win” state for the suppliers and e-retailers. Therefore, the research draws the conclusion that the adoption of drop-shipping model helps to increase profits for not only e-retailers, but also suppliers, and is of advantage in the optimization of the overall supply chains in all probability. Finally, the argument is provided that, from the perspective of channel-optimized, the drop-shipping model helps e-retailers to avoid financial risks and inventory risks, while access to channel profits, and helps to achieve overall coordination of the supply chain as well. Second, through the comprehensive application of innovation diffusion theory, trust theory and transaction cost theory, a theoretical model, called DSA model, is constructed. The DSA model discovers the critical factors influencing e-retailers’ decision to adopt drop-shipping model. The basis theory of innovation diffusion emphasizes the influence of new technologies and new models on the adoption behaviors of organizations or individuals, and focuses on the positive value perception from a profit perspective. The trend theory of innovation diffusion takes into account the impelling force of competitive pressures and trend pressure to the innovation diffusion. The trust theory stresses the impact of trust on people's behavior orientation. The policy-maker’s trust tendency, trust of outside systems, and confidence in partners will all affect the policy-maker’s behavior model. The transaction cost theory considers the channel mode selection problem from economics point of view, and argues that provided with other identical factors, e-retailers prefer the lowest-cost channels during the transaction process. It emphasizes the negative perception brought by uncertainty and asset specificity, and highlights e-retailers’ expenditure for the adoption of the chosen channel mode. Drop-shipping is a new channel operation model. For its uniqueness, the paper launches the study by changing traditional single perspective into multi-dimensional perspective. Based on innovation diffusion theory, trust theory and transaction cost theory, from the dimension of technology, environment, trust and cost, a conceptual model demonstrating the factors affecting e-retailers to adopt drop-shipping model or not is built, which systematically explains the critical factors influence on e-retailers’ adoption tendency and their impact path in the critical dimensions. Third, on the condition of China background, the DSA model is verified, and the analysis of validation results for the DSA model is provided. Based on the analysis, some practicable proposals and countermeasures are presented. The overseas development of drop-shipping model is much better than domestic in the speed and scale. Compared with developed countries, China has a large number of differences in cultural background, infrastructure, management experience and other aspects as a developing country. So, there must be some particularities in drop-shipping model’s development in China. The paper establishes research in the background of developing country and digests these particularities, which grants the research unique value. In the background of the developing country China, the research explores the attitude and adoption behavior of the e-retailers to drop-shipping model in depth. Combined with China's national conditions, the critical factors affecting e-retailers to adopt drop-shipping model are identified, and census data are collected originating from the e-retailers. The data are used to verify and analyze the DSA model. According to the analysis, the paper presents specified measures targeting to improve the fast and robust development of drop-shipping model in China, and encourage e-retailers to adopt drop-shipping model. The measures are distributed mainly at four aspects, including bringing drop-shipping's own superiority, optimizing external development environment, building trust oversight mechanisms and improving competition and cooperation mechanisms. To sum up, the paper provides a theoretical and practical guidance for the robust development of drop-shipping model in China.
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