制造商双渠道供应链协调策略研究

制造商双渠道供应链协调策略研究(任务书,开题报告,论文13500字)
摘  要
信息技术的发展使人们的生活习惯和消费习惯逐渐改变，传统的消费市场环境已变成线上线下消费市场环境。目前，越来越多的制造商开始采取双渠道供应链策略来开拓市场，但依旧存在很多渠道冲突的问题。因而，论文主要研究制造商解决双渠道供应链失调的应对策略。
论文首先介绍了双渠道供应链的研究现状和相关理论。然后在制造商建立网络直销渠道和零售商管理传统销售渠道的背景下，基于线性需求，对集中式和分散式两种决策方式进行建模并且对比分析其结果，以此清晰两种决策下产生决策差异的原因和冲突产生的缘由。本论文就两种决策的结果，旨在设计一种能够协调供应链整体利润流失、效率低下问题的机制。从制造商和零售商收益共享的角度出发，设计一个收益共享契约，通过数值分析检验该机制的有效性。论文的主要结论是通过收益共享机制不仅能实现双渠道供应链的协调，还能让双渠道供应链中制造商和零售商实现双赢。所以渠道冲突问题可以通过一些协调机制进行调节，然后达到双渠道供应链结构良性发展的目的。

关键词： 双渠道供应链； 渠道冲突； 协调机制

Abstract
The development of information technology has gradually changed people's living habits and consumption habits. The traditional consumer market environment has become an online and offline consumer market environment. At present, more and more manufacturers are beginning to adopt a dual-channel supply chain strategy to open up the market, but there are still many channel conflicts. Therefore, the thesis mainly studies manufacturers' coping strategies to solve the misalignment of dual-channel supply chain.
The thesis first introduces the research status and related theories of the dual-channel supply chain. Then, in the context of manufacturers establishing network direct sales channels and retailers managing traditional sales channels, based on linear demand, the two centralized and decentralized decision-making methods are modeled and the results are compared and analyzed to clearly produce the two decisions. The reasons for the differences in decision-making and the conflict. The thesis, based on the results of two kinds of decisions, aims to design a mechanism that can coordinate the overall profit loss and inefficiency of the supply chain. From the perspective of revenue sharing between manufacturers and retailers, a revenue sharing contract is designed to verify the effectiveness of the mechanism through numerical analysis. The main conclusion of the thesis is that not only can the two-channel supply chain be coordinated through the revenue sharing mechanism, but also the manufacturers and retailers in the dual-channel supply chain can achieve a win-win situation. Therefore, the channel conflict problem can be adjusted through some coordination mechanisms, and then achieve the purpose of the benign development of the dual-channel supply chain structure.

Key words:  Dual channel supply chain strategy;  Channel conflict;  Coordination mechanism

目  录
1  绪论    1
1.1  研究背景及意义    1
1.2  国内外研究现状    1
1.2.1  国外研究现状    1
1.2.2  国内研究现状    2
1.3  研究内容与方法    3
1.3.1  研究内容    3
1.3.2  研究方法    3
2  相关理论概述    5
2.1  双渠道供应链理论    5
2.1.1  双渠道供应链内涵    5
2.1.2  双渠道供应链的运行方式    6
2.2  渠道冲突概述    6
2.2.1  渠道冲突的概念    6
2.2.2  渠道冲突原因    6
2.3  渠道冲突管理理论    7
3  双渠道供应链决策模型构建与分析    8
3.1  问题描述和假设    8
3.1.1  问题描述    8
3.1.2  问题假设    8
3.1.3  符号说明    8
3.2  模型的构建    8
3.2.1  集中式决策模型    8
3.2.2  分散式决策模型    10
3.2.3  两种决策模型的比较分析    12
4  基于收益共享的双渠道供应链冲突协调策略    14
4.1  收益共享契约    14
4.2  契约模型    14
4.3  数值分析    18
4.3.1  两种模型的数值分析    18
4.3.2  收益共享契约参数的影响    19
5  结论与展望    23
5.1  结论    23
5.2  展望    23
参考文献    25
致  谢    27