發(fā)布時間：2018-05-04 19:31

  本文選題：消費者行為 + 回購契約�。� 參考：《天津大學》2015年博士論文

【摘要】：隨著電子商務在全球快速發(fā)展,電子商務逐漸成為了人們所熱衷的消費方式之一,其模式和運用呈現出更加靈活多樣的狀態(tài)。在全球供應鏈網絡中,傳統(tǒng)的交易模式逐漸轉變成電子商務交易模式。此外,現在學術界研究了企業(yè)運營領域中許多新的研究問題包括日益競爭的市場和企業(yè)的銷售模式所產生的電子商務供應鏈,例如消費者行為問題。為了應對該形勢下的挑戰(zhàn),考慮消費者行為對企業(yè)利潤的影響,圍繞相關問題研究,如供應鏈中企業(yè)的動態(tài)博弈分析、供應鏈績效水平如何及各種契約協調機制等,并應用市場學等相關理論和方法,靜態(tài)博弈理論、動態(tài)博弈理論、最優(yōu)化分析,研究電子商務供應鏈績效水平和運營管理中發(fā)現新的機制,為供應鏈企業(yè)提出指導性和建設性的意見和理論依據。具體來講,本文主要研究了以下幾個方面的內容1.電子商務環(huán)境下考慮消費者行為和服務水平的契約協調與優(yōu)化策略研究(1)基于服務水平的drop-shipping收益共享契約模型及優(yōu)化策略研究在由一個供應商和一個網絡零售商組成的同時以追求利潤最大化和服務水平最大化為目的的drop-shipping供應鏈中,探討了考慮服務水平情況下的收益共享契約協調問題。收益共享契約在某些條件下,使供應鏈各成員及供應鏈整體利潤達到最大化,實現了完美契約協調。(2)考慮消費者退貨決策的兩階段制造商回購策略研究結合C2B與B2C電子商務模式的特點,構建出產品生命周期中存在C2B-B2C兩階段電子商務模式的供應鏈模型,分析第一階段C2B供應鏈中退貨補償價格對退貨量的影響以及對第二階段B2C供應鏈銷量、利潤的影響,并研究和設計了相應制造商回購合同來進行協調,并通過算例驗證了由兩階段電子商務供應鏈中零售商制定退貨補償價格對兩階段供應鏈整體利潤的影響以及制造商回購合同對零售商退貨補償價格與兩階段供應鏈整體利潤的影響,達到了Pareto最優(yōu)。(3)聯合契約下三級供應鏈收益共享-回購契約協調及優(yōu)化策略在由制造商、分銷商和零售商組成的三級供應鏈中,構建了三級易逝品供應鏈報童模型。在三級供應鏈中的兩個上下游企業(yè)交易過程中采用了不同的契約類型,以及如何設計收益共享-回購契約機制來協調,使整體供應鏈利潤及各自供應鏈成員利潤達到最大,來達到完美契約協調。2.消費者行為與企業(yè)信息安全行為之間的動態(tài)優(yōu)化策略研究從企業(yè)信息安全問題的實際出發(fā),運用演化博弈理論建立了企業(yè)和消費者的演化博弈模型。嘗試從公眾參與的角度分析了大數據背景下企業(yè)信息安全投資和消費者之間策略選擇和交互行為的影響,通過雙方均衡狀態(tài),總結出系統(tǒng)兩種模式:良好狀態(tài)模式(購買,投資)和不良狀態(tài)模式(不購買,不投資),而這種狀態(tài)不利于企業(yè)自身發(fā)展,不利于整個社會的福利。因此,要跳出不良狀態(tài),就要尋求優(yōu)化企業(yè)信息安全,使消費者和企業(yè)達到雙贏的結果。3.基于“供應鏈聲譽”供應鏈系統(tǒng)動態(tài)優(yōu)化決策研究利用微分對策理論研究并構建了單個供應商和單個網絡零售商組成的二級供應鏈微分對策動態(tài)模型的優(yōu)化問題,運用漢密爾頓-雅可比-貝爾曼方程求出供應商和網絡零售商在Nash非合作博弈、Stackelberg主從博弈及協同合作博弈條件下的最優(yōu)策略,并對此三種博弈結構下的反饋均衡結果進行了比較。研究結果顯示,協同合作博弈情形下的系統(tǒng)收益、參與雙方的收益水平要優(yōu)于Nash非合作、Stackelberg博弈情形下的收益水平;在Stackelberg博弈情形下,網絡零售商的激勵因子是供應鏈系統(tǒng)中的一種協調和激勵機制,可以提高供應鏈各自成員以及整個供應鏈系統(tǒng)的收益。
[Abstract]:With the rapid development of e-commerce in the world, e-commerce has gradually become one of the consuming ways people are keen on. Its mode and application are more flexible and diverse. In the global supply chain network, the traditional trading mode has gradually changed into e-commerce trading mode. In addition, the academic circle has now studied the field of business operation. Many new research issues include the e-business supply chain, such as consumer behavior, produced by the increasingly competitive market and the marketing model of the enterprise. In response to the challenges in the situation, the impact of consumer behavior on corporate profits is considered, such as the dynamic game analysis of enterprises in the supply chain, and the supply chain. The performance level and various contract coordination mechanisms, and the application of market science and other related theories and methods, static game theory, dynamic game theory, optimization analysis, the study of the performance level of e-commerce supply chain and the discovery of new mechanisms in operation management, to provide guidance and constructive suggestions and theoretical basis for supply chain enterprises. This paper mainly studies the following aspects: 1. research on the contract coordination and optimization strategy considering consumer behavior and service level in e-business environment (1) the drop-shipping revenue sharing contract model and optimization strategy based on service level are made up of a supplier and a network retailer. In the drop-shipping supply chain, which aims at maximizing profit and maximizing the service level, the problem of revenue sharing contract coordination under the condition of service level is discussed. Under some conditions, the income sharing contract maximizes the overall profit of the supply chain and supply chain, and realizes the perfect contract coordination. (2) considering the consumer retreat. The two stage manufacturer repurchase strategy study in the two stage of cargo decision-making, combined with the characteristics of C2B and B2C e-business model, constructs a supply chain model in the product life cycle of the existence of the two stage e-commerce model in the product life cycle, analyzes the response of the return compensation price to the return volume in the first stage of the C2B supply chain, and the sales of the second stage B2C supply chain, and the profit. It also studies and designs the corresponding manufacturer repurchase contract to coordinate, and proves the effect of the retailer's return compensation price on the overall profit of the two stage supply chain in the two stage e-commerce supply chain as well as the manufacturer repo contract on the retailer's return compensation price and the overall profit of the two stage supply chain through an example. The effect is Pareto optimal. (3) the three level supply chain repurchase contract coordination and optimization strategy under the joint contract in the three level supply chain composed of manufacturers, distributors and retailers, the three perishable supply chain newsboy model is constructed. In the three level supply chain, two upstream and downstream enterprises are used in the transaction process. The type of contract and how to coordinate the profit sharing and repurchase contract mechanism to make the profit of the whole supply chain and the profit of each member of the supply chain reach the maximum, to achieve the perfect contract coordination between the.2. consumer behavior and the enterprise information security behavior. The evolution game model of enterprise and consumer is established by the theory of game theory. From the perspective of public participation, this paper tries to analyze the influence of enterprise information security investment and consumer strategy selection and interaction behavior under the large data background. Through the equilibrium state of both parties, it summarizes the two modes of the system: good state model (purchase, investment) and bad shape. State mode (no purchase, no investment), and this state is not conducive to the development of the enterprise itself, is not conducive to the welfare of the whole society. Therefore, to jump out of the bad state, we should seek to optimize the information security of the enterprise and make the consumer and the enterprise achieve a win-win result.3. based on the "supply chain sound reputation" supply chain system dynamic optimization decision making use of differential pairs. The strategy theory studies and constructs the optimization problem of the dynamic model of the two level supply chain differential game with a single supplier and a single network retailer, and uses the Hamilton Jacobi Behrman equation to find out the optimal strategy of the supplier and the network retailer in the Nash non cooperative game, the Stackelberg master-slave game and the cooperative game. The results of the feedback equilibrium under the three game structures are compared. The results show that the income level of the system is better than that of the Nash non cooperation and the Stackelberg game. In the case of Stackelberg game, the incentive factor of the network retailer is the supply chain system. A coordination and incentive mechanism can improve the revenue of each member of the supply chain and the entire supply chain system.

【學位授予單位】：天津大學
【學位級別】：博士
【學位授予年份】：2015
【分類號】：F274
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本文編號：1844371