【作者】 李鹏；

【导师】 王学先；

【作者基本信息】 大连理工大学 ， 企业管理， 2006， 硕士

【摘要】 随着因特网电子商务及第三方物流业的兴起,网络营销得到了蓬勃发展,在给企业带来无限商机的同时,伴之而来的问题也困扰着不少经营者。已拥有传统渠道的制造商引入网络渠道,会对中间商造成非中介化的威胁,从而易引发双元渠道的交叉冲突。中间商的再中介化及渠道功能的组合变革产生了新的渠道模式。所有这些使得制造商开始关注对现营渠道的评价及冲突的协调和渠道的选择问题。 本文分析了网络时代的渠道模式,并从制造商的角度选出了传统、网络和双元三种典型渠道作为选择对象,使用数学建模方法,通过抽象分析渠道成员之间的经济关系,在一定合理假设和文献研究基础上,筛选出主、次要因素作为输出、输入变量,通过寻找它们之间的数学关系成功地建立了三种渠道中制造商和中间商的需求、营销服务成本及利润模型。在将模型界定为一元二次函数及非线性规划中无约束极值问题的前提下,对模型进行求解,得到了不同渠道中成员的利润极大值及相关参量的最优值,并针对求解结果设计了均衡值表格。通过改变主要参量的大小,分析其对均衡结果的影响,得到了一些有意义的启示。之所以求解利润极大值,是因为本文使用了经济人假设,渠道成员将以利润最大化作为选择渠道的根据。 以利润最大化为出发点,本文将三种渠道中制造商的利润极值进行作差比较,得到其评价现营渠道和选择其他渠道模式的依据。考虑到中间商的利益和渠道成员决策一致性,本文也比较了三种模式中中间商的利润极值,其结果作为制造商选择决策的辅助条件。然后将选择依据函数化,得到渠道成员的渠道决策函数,并以函数图像为工具进一步挖掘了结论的涵义。 在渠道双方同时选择双元渠道的基础上,本文接着关注双元渠道交叉冲突问题。通过对营销案例的研究,作者总结设计了两种能有效降低冲突的双元渠道新模式,并同样使用数学建模和比较利润最大值的方法,得到了渠道成员评价和选择新旧模式的依据。更多还原

【Abstract】 Internet marketing is thriving along with the development of Web-based e-commerce and third-part logistics.Meanwhile it brings plenty of business opportunities to companies, lots of problems which worry managers ensue.As the manufacturer who has been using traditional marketing channels adds a internet channel,it will be the threat of disintermediary to resellers and induce cross-conflict in dyad channel.The reintermediary of reseller and transform of channel function compages produce new models of channel.All of these make manufacturers begin to take care of the appraisement for the using channel,coordination for the cross-conflict and selection for channels.The article analyzes the channel models in internet times and chooses three typical models for manufactuters,that is, traditional,internet and dyad channels.Through analyzing the economic relations between producer and reseller and on the basis of rational hypothesis and research on literature,the article picks out master and minor factors as dependent variable and independent variable,and models the meet,marketing service cost and profit for manufacturer and reseller in three channels successfully.On the premies that the article identies the mathematical models as univariate quadratic function and nonrestraints extremum in nonlinearn programming,the article works out the models and gets the max profit and optimal values for some relative parameters.The author also designs a equilibrium value table,and analyzes the effects which the changes of main parameters induce to the equilibrium values and obtains some meaningful illuminations.Because the article uses economic person hypothesis and the channel members will choose channel on the basis of profit-maximum, the author need to work out the profit max value from the models.The article compares the manufacturers’ profit max values in three channels and has got the conditions for producers to evaluate the using channel and select the other channels. Considering the profit of resellers and the coherency of decision-making,the article also compres the resellers’ profit max values in three channels and the results maybe the assistant conditions for manufacturers’ choosing-decision.After that,the article makes the conditions be functions,and gets the members’ channel choosing-decision functions,then the author analyzes the conclusion further more using the images of channel-decision function.On the basis of members’ choosing the dyad channel simultaneously,the article pays attention to the cross-conflict problem.Through researching on the marketing cases ,the authorhas sumed up and designed two new models for dyad channel which can relax the conflict effectively.The article also uses the method of mathematical modeling and comparing max profit values,and gets the conditions for manufacturer to estimate and select the new-old models of dyad channel.更多还原