【作者】 李燕；

【导师】 刘南；

【作者基本信息】 浙江大学 ， 管理科学与工程， 2014， 博士

【摘要】 电子图书的出现正改变着读者的阅读习惯,电子图书的出版发行过程和传统纸制图书截然不同,电子图书的出现也给图书出版发行商带来了前所未有的难题,本文试图从读者对电子图书的接受行为分析为基础,分析电子图书的出现对图书供应链协调问题的影响,具体来说从以下四个方面对该问题进行了分析：(1)电子图书供应链和传统纸制图书供应链的区别。电子图书的出版发行过程和传统纸制图书的出版发行过程存在较大不同,本文从供应链参与主体、供应链结构、产品特点等方面对电子图书供应链与传统纸制图书供应链进行了对比分析。另外,本文还从消费者行为出发分析读者的电子图书和纸制图书的选择策略,以其为基础建立需求函数以进一步分析供应链竞争协调问题。(2)图书出版商的产品形式及渠道选择策略分析。电子图书出现后,图书出版商需要面临的一大新问题就是拟出版的图书采用何种出版形式,是出版纸制图书还是电子图书形式,抑或是同时出版两种形式图书。本文的研究结果表明,由于电子图书存在成本优势,故出版商应尽早进入电子图书市场,但放弃纸制图书的销售仅仅出版电子图书的决策对于出版商未必是个较优决策。在消费者对于电子图书的接受度还不高的时候,同时消费者还存在纸制图书黏性时,选择同时出版两种形式的图书对于出版商来说是个较优策略。(3)电子图书的定价权归属问题分析。电子图书出现后,在实践中广泛存在两种定价模式：传统批发价模式和代理模式。这两种不同的定价模式不仅包含了定价权的归属问题,也包含了供应链成员间的不同合作模式。在传统的批发价模式下,电子图书的定价权归属于图书零售商,而在代理模式下,电子图书的定价权属于出版商,本文试图从供应链协调角度来分析这两种定价模式下的价格均衡和利润分配问题,研究结果显示,代理模式可以缓解供应链成员间的冲突,大大提高供应链运行效率。(4)电子图书和纸制图书供应链协调问题分析。由于电子图书和纸制图书之间存在替代关系,所以电子图书的销售必然会带来“利润侵蚀”效应,但电子图书对于纸制图书的这种替代性并不总是带来不好影响,本文从图书供应链协调问题研究出发,证明了电子图书对于纸制图书的替代性可以帮助缓解纸制图书供应链成员间的冲突,帮助提高供应链运作效率。同时,电子图书对纸制图书来说在还存在一定的互补性,这种互补性也可以缓解图书供应链双渠道间冲突。另外,电子图书供应链和传统纸制图书供应链之间还存在其它合作的可能性。更多还原

【Abstract】 The advent of e-book is changing the consumers’ reading behavior. The process of the e-books’ publishing and distribution is different from the traditional paper books. The advent of e-book has prompted many publishers to redesign their traditional channel structures by engaging in e-book sales. This paper is one of the attempts to analyze the influence of this new technique on the book supply chain. The followings are the main conclusions our paper brought.(1) The e-book supply chain is different from the traditional paper book supply chain. The traditional paper books are tangible; however the e-books are intangible products. These two kinds book supply chain are different including the supply chain participant, the supply chain structure, and coordination strategies. From the consumers respective, these two kinds of books are substitutes as well as compliments.(2) The publisher will make the decisions on the style of the books by considering such as the consumer acceptance of the e-books, the market share of p-book-captive consumers, the unit cost reduced when the e-book will be published etc. Because of the cost advantage, the publisher should publish the electronic books as soon as possible; but the decision whether to abandon the traditional paper books should be conducted seriously.(3) The adoption of agency pricing model of e-book will help to alleviate the competition of the books supply chain and the supply chains efficiency could also be improved. The traditional wholesale pricing and the agency pricing are two main pricing activities in practice. These two pricing models are different because the publisher instead of the retailer will price the e-books under the agency pricing model. The difference of prices equilibriums and profit sharing under these two kinds of pricing models are analyzed in this paper. The findings show that the prices and the profits of the whole supply chain are higher when the agency pricing are adopted. (4) There are some strategies which could help to coordination the books supply chain. The relationship of the p-books and e-books indicated that they are more than substitute. The compliment of the e-book will help to alleviate the competition between these two books supply chain and the canalization effect. The substitute of the e-book to the traditional paper books will also bring the publisher more profit by adding no more risk. Some people suggest that the selling season could be divided into two periods, and the e-books are sold during the first period however the p-books are sold during the second period only if the demand of the e-books is high. This strategy will benefit the whole system only if the correlationship between the demand of p-books and that of p-books is highly significant.更多还原