【作者】 张娟；

【导师】 陈通；

【作者基本信息】 天津大学 ， 工商管理， 2021， 硕士

【摘要】 近年来,全新的零售模式迅速发展,传统的供应链结构已经难以适应迅速发展的时代。随着线上线下零售渠道的交互发展,以及线上零售渠道的不断外延,供应链网络结构也逐渐向着更为复杂的多渠道结构转变。多渠道零售结构的蓬勃发展又带来了新的问题,即多个渠道间是否存在价差的问题,这对企业和消费者来说都是一个很重要的问题。来自内外部的双重压力极大的增加了供应链管理以及制造商渠道构建的难度。因此,在考虑渠道间是否存在价差的情况下研究制造商的多渠道策略是非常必要的,也是亟待解决的热点问题。基于以上背景,本文重点完成了以下研究:本文构建了多渠道间是否存在价差两种情况下制造商的三种渠道策略,分别是三渠道供应链,双渠道供应链以及单渠道供应链。在三渠道供应链中进一步考虑制造商和平台型平台合作还是和自营型平台合作。在渠道间存在价差和不存在价差的两种情况下,分别逆向构建需求函数,从三渠道到双渠道再进一步到单渠道,从而将三种渠道策略紧密联系起来。运用Stackelberg博弈以及数值模拟方法计算并分析了各种情况并得出了相关结论。当渠道间不存在价差时增加了服务水平对需求的影响,使得各种情况更加复杂但是贴近现实。分别考虑渠道间是否存在价差两种情况时,制造商的最优渠道选择策略总是和自营型电商平台合作的三渠道供应链。但是将两种情况综合比较分析,制造商的最优策略是让渠道各自定价还是统一定价这取决于渠道间的需求交叉价格弹性以及服务水平对需求的影响程度。除了这个主要结论外,本文仍然得出了其他相关结论,比如渠道的减少对需求函数中参数的影响,零售商和电商平台的最优决策等。更多还原

【Abstract】 In recent years,the new retail model has developed rapidly,and the traditional supply chain structure has been difficult to adapt to the rapidly developing era.With the interactive development of online and offline retail channels,as well as the continuous extension of online retail channels,the supply chain network structure has gradually changed to a more complex multi-channel structure.The vigorous development of multi-channel retail structure has brought a new problem,that is,whether there is a price difference between multiple channels,which is a very important issue for both enterprises and consumers.The dual pressure from internal and external sources has greatly increased the difficulty of supply chain management and manufacturers’ channel construction.Therefore,it is necessary to study the multi-channel strategies of manufacturers considering the existence of price difference between channels,which is also a hot issue to be solved urgently.Based on the above background,this thesis focuses on completing the following research.This thesis constructs three channel strategies for manufacturers in two cases of price difference between multiple channels,namely,three-channel supply chain,twochannel supply chain,and single-channel supply chain.The three-channel supply chain is further divided into whether the manufacturer cooperates with a platform-based platform or a self-managed platform.In the two cases of price difference and no price difference between channels,the demand functions are constructed in reverse,from three-channel to dual-channel and then further to single-channel,thus linking the three channel strategies closely.Using the Stackelberg game and numerical simulation methods,this thesis calculates and analyzes various scenarios and draw relevant conclusions.The impact of service level on demand is increased when there is no price difference between channels,making the scenarios more complex but closer to reality.When considering the two scenarios separately with or without price differences between channels,the optimal channel selection strategy for manufacturer is always a three-channel supply chain with a self-owned e-commerce platform.However,when comparing the two scenarios,the optimal strategy for manufacturers is to let channels price individually or uniformly depending on the cross-price elasticity of demand between channels and the extent to which service level affects demand.In addition to this main conclusion,the paper still draws other relevant conclusions,such as the effect of channel reduction on the parameters in the demand function and the optimal decision of retailers and e-commerce platforms.更多还原