联系我们

论文查询结果	返回搜索

论文编号：	2365
作者编号：	2120082058
上传时间：	2010/6/9 11:26:45
中文题目：	产品特性对双渠道供应链渠道策略的影响研究
英文题目：	The Influence of Product Characteristics on Channel Strategy in Dual-Channel Supply Chain
指导老师：	李勇建
中文关键字：	双渠道供应链;渠道策略;经验品;搜寻品
英文关键字：	Dual-Channel Supply Chain;Channel Strategy;Experience Goods;Search goods
中文摘要：	随着网络直销越来越多的被企业和个人所接受，双渠道供应链的管理问题越来越成为人们关注的重点。网络直销渠道的购买具有便利性、低价格的特点，但同时又具有一定的风险性。传统零售渠道提供便捷的服务，真实的实地体验，却又不能像直销渠道那样随时随地购买。 对于具有不同产品特性的产品，消费者在进行渠道选择时考虑的因素又不同，也就是影响消费者渠道选择的关键因素会不同。经验品类产品由于其产品属性的原因，消费者在网络直销渠道购买时面临较大的风险性，而传统零售店铺就有很好的实体店实地服务体验优势。而对于搜寻品类产品由于产品属性很确定，主要影响消费者网络直销渠道购买的因素就是网络直销渠道的交货提前期，与网络直销渠道相比，传统零售渠道则能够马上为消费者提供产品。 由于网络直销渠道与传统零售渠道面向的是共同的市场群体。网络直销渠道的出现必然会给制造商的传统零售渠道带来影响。制造商应该如何根据产品特性和消费者行为来设计自己的销售渠道，如何处理直销渠道与零售商零售渠道之间的关系是本文的出发点。 双渠道供应文献中很多实证研究表明产品特性影响消费者的渠道选择决策，但很少有文章以产品特性不同为出发点建模分析双渠道供应链的管理问题。 在综述前人研究成果的基础上，本文主要做了以下几方面的研究。本文首先分析了经验品市场传统单渠道销售情况下供应链系统的状态，然后综合考虑了消费者损失规避和零售商附加服务对双渠道供应链双方最优决策的影响，建模分析了Stackelberg博弈情形下经验品市场网络直销渠道和零售渠道并存情况下供应链双方的最优决策。然后在搜寻品市场分析时，沿用了相同的思路。在考虑影响消费者的渠道选择行为决策时，主要考虑了消费者对产品价格和等待、搜索成本还有实地服务体验的敏感程度。 本文通过模型分析和Matlab工具对可能影响系统决策的各个参数进行了数值算例分析，验证了文章模型的有效性和可靠性。最后得出本文的结论。
英文摘要：	As the direct net-marketing was accepted by more and more businesses and individuals, dual-channel supply chain management is increasingly becoming the focus of attention. Buying from the network means lower price and simpler purchasement but also risks. Buying from the traditional retail channels means more convenient services, real field experience, but less easement as the direct sales channel. For products with different product characteristics, when making channel selection consumers’ considerations and the key factors that influence consumer channel choice will be different. For experience goods, because of their product attributes, consumers buy from the direct Internet marketing channels face greater risks. On the contrary the traditional retail store has a good service experience advantage. As for the search products, because of their certain attributes, the main factor that impacts the channel selection is the delivery lead time. As the network of traditional retail channels and direct channels face a common market. The emergence of direct marketing network is bound to affect the manufacturer's traditional retail channels. How should the manufacturer design their own sales channels according to different product characteristics and consumer behavior, and how should the manufacturer handle the relationship between the direct sales channel and traditional retail channel is the starting point of this article. Some empirical studies have certificated that the product characteristics influence consumers’ channel selection decisions, but few articles set the different product characteristics as the starting point for modeling dual-channel supply chain management. On the basis of summary of previous research, this paper made the following studies. This paper firsr analyze the traditional single-channel supply chain system of these two kind of products, then extend this model to the dual-channel supply chain,taking into account of the consumers’ loss aversion and service sensitivity in the experience goods market, and cost sensitivity and service sensitivity in the search goods market. Matlab is used to analyze the various parameters that may affect the system. Numerical study is analyzed to verify the validity of the model and the reliability of the article. At last we conclude this article with our findings.
查看全文：	预览  下载(下载需要进行登录)