【作者】 陈忠；

【导师】 李仕明；

【作者基本信息】 电子科技大学 ， 管理科学与工程， 2009， 博士

【摘要】 网上销售给顾客提供新的获取或了解产品机会，加上信息技术和物流处理技术的迅速发展，为渠道变革提供了新的可能性。电子商务实践积累了该方面的诸多证据，这些证据表明传统零售渠道和制造商渠道的组合模式正成为一种新的发展趋势。尤其在Internet环境的传统渠道与网上电子渠道组合模式下，评价电子渠道选择要素及定价策略、双渠道间信息共享、联合数量折扣、服务搭便车行为对渠道参与各方的绩效影响是一个非常有价值的问题，对该问题的研究将有助于建立起Internet环境的多渠道激励与合作机制。本论文在综述前人成果的基础上，做了如下五个方面的研究：首先，通过构建渠道信息与控制结构组合决策模型，考察了信息预测精度、市场风险、信息分布以及中心化与分散化结构对系统绩效的影响，识别了市场信息共享与决策控制的有效匹配结构，为后续深入研究信息共享对于双渠道的协调机制奠定基础。其二，研究电子渠道与传统渠道组合运营模式的选择策略。一方面分析需求不确定条件下、电子渠道购买习惯、产品横向价格竞争程度、零售商预测信息精度等要素如何影响电子渠道与传统渠道组合营运模式决策，另一方面分析预测信息与横向竞争效应对定价决策的影响关系，为有效实施电子渠道运营模式提供基本的逻辑框架。其三，研究了基于电子渠道与传统渠道组合运营模式下信息共享问题，特别是共享信息导致风险收益非公平的配置，从而抑制了信息共享平台的有效实施。本研究将提出电子渠道与传统渠道信息共享与基于电子渠道的收益分享合作机制，探讨了该合作机制的实施环境和范围，并分析了市场竞争、市场风险、市场潜在规模、信息预测能力对双渠道信息共享与收益分享策略选择的影响，识别两个渠道间的市场信息共享绩效改进的空间及其有效的合作机制。其四，回答基于传统渠道与电子渠道组合模式下如何选择配送模式和如何实施联合销量折扣及其折扣协调机制选择，并识别了各个模式有效性特征和实施环境。当传统渠道单位运营成本远低于电子渠道运营成本时，联合配送的系统绩效标准优于独立配送系统绩效标准。在两个独立配送渠道中，基于两个渠道的联合数量折扣策略也能实现双赢的协调系统绩效，其双赢的折扣率不依赖于任何参数。在联合配送渠道中，实施联合的数量折扣策略能够协调系统绩效，并且在产品替代程度和折扣率适当范围内实现制造商与零售商的双赢。其五，基于传统零售商渠道与制造商电子渠道环境下价格和服务决策行为，识别价格竞争效应和服务搭便车行为对双渠道系统绩效的影响，并探索价格竞争与服务溢出效应对协调机制的影响。同时也刻画了协调系统价格和服务水平的一般转移支付合同特征，特别是制造商与零售商三步定价机制的双赢范围。更多还原

【Abstract】 Selling on line provides new opportunities for obtaining or understanding the newproducts,moreover,with the fast progress of information technologies and logisticstechnologies,there occur the possibility of distribution channel reform.A considerableindustrial practice show that the traditional channel combined with E-channel are newtrends.To evaluate the impact of decision factors,dual channel pricing,informationsharing,service free riding,and joint quantity discount on the member of supply chainare valuable problem,which will be helpful to construct the channel incentive andcooperation mechanism in internet environment.The researching results are as follows:First,we investigate the impact of forecasting information on the performance ofcontrol structure of competitive supply chains.We develop a series models to examinethe impact of market risk,forecasting accuracy coefficient,and competition intensity onthe performance of each party.From manufacturer and system of supply chain,weidentify the Nash equilibrium of control structure and possible prisoner dilemma underuncertainty.Second,we investigate the influence of uncertainty market,habit of purchasinggoods from E-channel,horizontal price competition,and accuracy of forecastinginformation on the choice strategies of dual channel.We also disclose the relationshipof forecasting information and pricing strategies and horizontal competition,which willprovide basic logistic framework for efficient implementation of dual channel.Third,conflict and governance for dual channel is the key problem of theory andpractice under e-commerce environment,information sharing often result in unfairallocation of risk revenue and restrain the construction of information sharing platform.This paper provides coopearion mechanism of forecasting information between dualchannel and revenue sharing based on e-channel,and explore the valid conditions forthe mechanism.Furthermore,we analyze the impact of market competition,demandrisk,the average scale of demand,and the forecasting ability of channel on the choice ofinformation sharing and revenue sharing contract. Fourth,this paper studies the problem of delivery modes and joint quantitydiscount strategies for Haier company with E-channel and traditional channel,significant conclusions can be inclueded as follows.First,the system performancebenchmark of joint delivery mode is prefered to that of independent delivery modewhen operation unit cost of traditional channel significant lower than E-channel,oroperation unit cost of traditional channel moderately lower than E-channel and thepotential market share is high than critical point.Second,the joint quantity discountstrategy can effectively achieve the system coordination of dual channel withindependent delivery mode,and the win-win discount rate is independent of anyparameter.Finally,the joint quantity discount strategy can effectively achieve thesystem coordination of dual channel with joint delivery mode,and the win-winperformance can be realized between the moderate range of discount rate and productsubstitutability.Finally,we identify the impact of service free riding behavior and pricecompetition effect on performance of dual channel based on price and service decision,furthermore,we explore the influence of price competition and free riding oncoordination mechanism.In the same time,we also characterize the general transferringpricing contract for coordination dual channel system,especially for the three tariffcontract to achieve win-win for manufacturer and retailer.更多还原