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论文编号：	3158
作者编号：	2120092287
上传时间：	2011/6/2 20:09:50
中文题目：	基于交易成本理论的双渠道供应链策略研究
英文题目：	Research on dual supply chain strategy with theory of transaction-cost
指导老师：	侯文华
中文关键字：	双渠道供应链;交易成本理论;增值服务;均衡策略
英文关键字：	Dual Supply Chain;Theory of Transaction-cost;Value-added Service;Equilibrium Strategy
中文摘要：	随着互联网的深入应用和电子商务的快速发展，消费者的购物行为在发生改变，越来越多的企业开始控制网络直销渠道。与传统零售渠道相比，网络直销渠道有其独特的优势，势必会对传统零售渠道带来一定的影响。因此，双渠道供应链管理问题越来越成为研究的热点。 双渠道供应链中直销渠道和零售渠道面对同样的消费群体，消费者的行为选择对渠道需求起着决定性作用。调查显示，消费者在实际购买中会考虑网络购物产生的物流等成本，而且很多零售商通过提供增值服务来提高传统渠道的竞争力。理论上，有很多实证研究表明直销渠道产生的交易成本是影响消费者网络购物的重要因素，但没有将交易成本考虑到双渠道供应链模型中并定量分析。因此，在考虑消费者交易成本时制造商该如何决策？而且当有提供增值服务的零售商参与时又该怎样决策？这样决策会带来怎样的影响？同样，零售商该怎样制定最优策略？这些问题客观存在也亟待解决。因此，基于交易成本理论并利用数学模型研究双渠道供应链制造商和零售商的策略问题具有较强的理论和实践意义。 在综述前人研究的基础上，本文做了以下研究：首先，通过文献综述界定了电子商务环境下交易成本的概念及组成要素，并归纳出交易成本与消费者网购意愿的关系；接着建立了双渠道供应链的基本模型，并在此基础上构建了考虑交易成本影响的双渠道供应链模型，利用Stackelberg博弈理论计算得到了制造商和零售商的均衡策略，并通过模型分析对比了这两种情况下的最优策略。然后进一步完善模型研究了零售商提供增值服务情况下制造商和零售商的均衡策略。最后，本文利用MATLAB软件对模型进行求解，并对影响决策的各个参数做了数值分析，验证了模型的有效性和可靠性，并得出了本文的主要结论。
英文摘要：	As the further applications of Internet and the rapid development of e-commerce, consumers’ shopping behavior has been changing, more and more enterprises begin to control the direct net-marketing channel. Compared with the traditional retail channel, the direct net-marketing channel has unique advantages itself, which will inevitably have some effects on the traditional channel. Therefore, the dual-channel supply chain management problems are increasingly becoming hot research topics. Both the direct net-marketing channel and traditional channel face the same custom groups, consumers’ behavior choice plays a decisive role in the channel demand; Surveys show that consumers will take into account the additional costs which are generated by the actual purchase of online shopping, and many retailers provide value-added services to improve the competitiveness of the traditional channel. In theory, there are many empirical studies have shown that the transaction cost of the direct channel is an important factor influencing consumers’ online shopping, and these studies don’t take into account the transaction costs in the dual-channel supply chain model for quantitative analysis. Therefore, if considering the transaction costs of consumers, the manufacture should how to make decisions? And how to make decisions when the retailers involve and provide value-added services? What outcomes these decisions will bring? Similarly, retailers how to formulate the best strategy? These problems objectively existent and must be resolved. Therefore, research on manufactures and retailers’ strategy problem based on transaction cost theory and using the mathematical model has strong theoretical and practical significances. On the basis of the review of previous studies, this study did the followings: First, defining the concept of transaction costs of the network, and inducing the relationship between transaction costs and consumers’ online shopping intention. Then setting up the traditional dual-channel supply chain model, and on the base of the traditional model ,this thesis constructs the model which considers the effect of the transaction costs, uses Stackelberg game theory calculate the manufacturers and retailers’ optimal strategy, and through model analysis comparing the optimal strategies of two cases. This study further thinks about the case of retailers providing value-added services to improve the model and study the manufacturers and retailers’ optimal strategies. Finally, using the MATLAB software to solve the model and do some corresponding numerical analysis, thus verifying the validity and reliability of the model, and drawing the main conclusions of this study.
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