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今天小编为大家带来的是最新钱报（五十六），
具体为文献推文（硕士论文）的精读
《信息不对称条件下的供应链返利策略研究》
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本期推文阅读时长大约8分钟，请您耐心阅读。
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Dear you,
This is the LearingYard Academy!
Today Xiaobian brings you the latest money newspaper (56),
Specifically, the intensive reading of literature tweets (master's thesis)
Research on Supply Chain Rebate Strategy under Asymmetric Information.
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This tweet usually takes about 8 minutes to read. Please be patient and read.
今天小编分享一篇硕士论文《信息不对称条件下的供应链返利策略研究》第二章文献综述部分，请读者跟小编一起学习吧！
Today Xiaobian shares a master's thesis "Research on supply chain Rebate Strategy under asymmetric information" the second chapter of the literature review part, please learn with Xiaobian!
NO.制造商返利研究
供应链返利的的文献综述学者先引出制造商或零售商通过返利的作用在于可达到刺激市场需求的目的，并且可以改善制造商和零售商之间的合作关系，提高供应链的效率。表明供应链返利的作用及研究意义，再引伸出具体的研究内容。学者在写文献综述的主要思路是先对文献研究关键词概念进行定义，然后再写出具体相关的研究文献，通过阅读学者的文献可知供应链返利又可以细分为制造商返利、零售商返利和联合返利三种形式，学者在制造商返利中主要针对制造商对消费者返利和制造商对零售商返利两部分内容进行开展。
Literature review of supply chain rebate scholars first pointed out that the role of manufacturer or retailer through rebate can achieve the purpose of stimulating market demand, and can improve the cooperative relationship between manufacturer and retailer, improve the efficiency of supply chain. Show the role of supply chain rebate and research significance, and then extend the specific research content. The main idea of scholars in writing literature review is to first define the concept of literature research keywords, and then write specific related research literature. Through reading scholars' literature, we can know that supply chain rebate can be subdivided into three forms: manufacturer rebate, retailer rebate and joint rebate. In manufacturer's rebate, scholars mainly focus on two parts: manufacturer's rebate to consumers and manufacturer's rebate to retailers.
在制造商对消费者返利中，主要又有邮寄返利和即时返利，邮寄返利 时 消费者根据制造商的返利政策要求，按照一定流程将单据寄给消费者，待制造商确定后再返回现金和优惠券。即时返利是指消费者 在 完成商品购买后直接立即返还现金或优惠券。即时返利这种方式可以刺激市场需求，加强消费者的购买力和零售商的订货量。
Among manufacturers' rebates to consumers, there are mainly mail rebates and instant rebates. When consumers mail rebates, they send documents to consumers according to the manufacturer's rebate policy and certain procedures, and then return cash and coupons after the manufacturer's confirmation. Instant rebate is when consumers return cash or coupons directly after completing the purchase of goods. Instant rebate can stimulate market demand, strengthen consumer purchasing power and retailer's order quantity.
在制造商对消费者返利的研究中，学者们发现返利促销表面上不 存在 价格歧视，所以制造商返利是有利可图的。
In the research on manufacturers' rebates to consumers, scholars find that the rebates on the surface do not discriminate against prices, so manufacturers' rebates are profitable.
制造商对零售商返利这是一种制造商用于激励零售商销售的一种手段，制造商对零售商实施返利策略可以起到的作用为三点：首先，返利间接降低零售商的零售价格，达到刺激市场需求的目的;其次，返利可以提高零售商销售积极性，从而提高商品销量;最后，缓解制造商和零售商之间的渠道冲突，加强合作。
The manufacturer's rebate to the retailer is a means used by the manufacturer to stimulate the retailer's sales. The manufacturer's rebate strategy to the retailer can play three roles: first, the rebate indirectly reduces the retail price of the retailer, so as to stimulate the market demand; Secondly, the rebate can improve the enthusiasm of retailers, so as to increase the sales of goods; Finally, the channel conflict between manufacturers and retailers should be alleviated to strengthen cooperation.
NO.零售商返利研究
学者在写文献综述的主要思路是依旧是先对零售商返利的文献研究关键词概念进行定义，然后再写出具体相关的研究文献，零售商对消费者返利的定义零售商从自己的收益中拿出一部份收益返还给消费者。少量学者在此方面进行 了 研究，研究发现返利会影响价格和库存决策，并且可以显著提高利润。小编个人认为在文献比较少的时候，可以在关键词概念界定的时候采取实际案例的形式进行描述，一方面，可以使读者对关键词的概念更深刻，另一方面，可以使这一部分的内容更加充实。
The main idea of scholars in writing literature review is still to first define the keyword concept of literature research on retailer rebate, and then write specific related research literature. The definition of consumer rebate by retailers is that retailers take a part of their revenue and return it to consumers. A small number of scholars have studied this aspect and found that rebates affect price and inventory decisions and can significantly increase profits. Xiaobian personally believes that when the literature is relatively small, it can be described in the form of actual cases when the concept of keywords is defined. On the one hand, it can make the reader more profound about the concept of keywords, and on the other hand, it can make the content of this part more substantial.
NO.3联合返利研究
学者在联合返利部分依旧是定义+以往学者的研究内容的形式进行描述的。联合返利是指制造商和零售商同时提供返利作用于消费者的情况。学者总结出制造商在供应链中的收益分配大于零售商的收益分配，由于返利促销需要促销方付出促销成本，因此，在零售商收益分配相对较少的情况下零售商并不热衷于实行返利促销，所以现实中更多的是制造商通过零售商来返利给消费者。这也验证了学者们在零售商返利研究比较少的原因。同时，小编在阅读文献的过程中也发现更多学者针对制造商返利进行研究。
Scholars still describe the joint rebate in the form of definition + research content of previous scholars. A joint rebate is a situation in which both the manufacturer and the retailer offer rebates to consumers. Scholars manufacturer is summarized in the income distribution of income distribution in the supply chain is greater than the retailers, due to the promotion rebate need marketing promotion cost, therefore, in the case of relatively few retailers income distribution retailer is not keen to implement the rebate sales promotion, so the reality is more of a manufacturer rebates to consumers through the retailer. This also verifies the reason why scholars have little research on retailer rebates. At the same time, in the process of reading the literature, Xiaobian also found that more scholars have studied the manufacturer's rebate.
NO.4需求信息不对称研究
学者在论文中是将返利与信息不对称结合起来研究。在小编所看到的返利的研究中，大多数是基于信息对称的情况下进行研究，而现实中，信息不对称已经是一个普遍性的问题。所以信息不对称下的返利引来不少学者的关注，信息不对称主要体现在两个方面：需求信息不对称和成本信息不对称。在需求信息不对称方面，学者们主要是针对制造商与零售商一对一的双渠道需求信息不对称方面进行研究。当然，也有学者针对需求信息不对称下一对多或多对一的供应链模型进行研究，其中就有赵泉午学者针对单个制造商与多个零售商的供应链模型展开研究，最后制造商采用返利策略和零售商分组管理相结合的办法提高制造商期望利润实现供应链协调。这也是学者发现有人将返利与信息不对称相结合起来的文献之一。
In the paper, scholars combine rebate and information asymmetry. Most of the studies on rebates seen by Xiaobian are conducted on the basis of information symmetry, while in reality, information asymmetry has become a common problem. Therefore, the rebate under information asymmetry has attracted the attention of many scholars. Information asymmetry is mainly reflected in two aspects: demand information asymmetry and cost information asymmetry. In terms of demand information asymmetry, scholars mainly focus on the one-to-one dual channel demand information asymmetry between manufacturers and retailers. Of course, there are scholars the one-to-many or under asymmetric demand information in a supply chain model is studied, including quan-wu zhao scholars for more than a single manufacturer and the retailer's supply chain model research, finally USES the rebate policy of manufacturers and retailers grouping management method to improve the combination of makers expect profits to realize supply chain coordination. This is also one of the literature in which scholars have found that some people combine rebates with asymmetric information.
NO.5成本信息不对称研究
成本信息不对称下供应链的文献综述方面，学者列举了部分学者在此方面的研究，通过文献综述发现信息共享可以使企业利润增加，信息共享对企业和消费者均有利。学者最后总结出需求信息对企业生产经营中的事前控制决策乃至于定价决策和产品收益的影响巨大，因此，学者是针对需求信息不对称的情况进行研究。小编觉得学者在成本信息不对称的总结过中写自己要研究需求信心不对称有失妥当。小编觉得应该先写成本信息不对称的文献，然后写需求信心不对称的文献，最后来说明自己为什么要研究需求信息不对称的情况。
In terms of literature review of supply chain under asymmetric cost information, scholars listed some scholars' research on this aspect. Through literature review, they found that information sharing can increase enterprise profits, and information sharing is beneficial to both enterprises and consumers. Scholars finally concluded that demand information has a great impact on the pre-control decisions in the production and operation of enterprises, even on the pricing decisions and product revenue. Therefore, scholars studied the situation of asymmetric demand information. Xiaobian thinks that it is inappropriate for scholars to write themselves to study demand confidence asymmetry in the summary of asymmetric cost information. Xiaobian thinks that we should first write the literature on asymmetric cost information, and then write the literature on asymmetric demand confidence, and finally explain why we want to study the situation of asymmetric demand information.
NO.6供应链协调研究
学者列举了不少面对信息不对称下供应链协调的情况，包括设计改进转移支付协调、设计最优回购契约、设计利益分配方式、两部定价和服务补偿合同等方式实现供应链利润协调。最后，学者总结出自己本文要做的研究是引入制造商返利策略，构建信息不对称供应链模型，分析制造商返利策略的影响以及零售商进行信息共享的价值和前提。
Scholars have listed many situations of supply chain coordination under asymmetric information, including design and improvement of transfer payment coordination, design of optimal repurchase contract, design of profit distribution method, two-part pricing and service compensation contract to achieve supply chain profit coordination. Finally, the scholars concluded that the research to be done in this paper is to introduce the manufacturer's rebate strategy, construct the asymmetric information supply chain model, and analyze the impact of the manufacturer's rebate strategy and the value and premise of retailers' information sharing.
小编总结学者的文献综述部分，学者根据自己的论文题目将自己的文献综述部分的关键词划分为制造商返利、零售商返利、需求信息不对称、成本信息不对称及供应链协调，这种划分形式清晰，但小编局的学者在文献综述部分还存在三点问题，首先是学者的文献综述中较少有国内学者的文献。其次是部分文献综述不够聚焦，比如在零售商返利和联合返利部分、供应链协调部分。比如供应链协调部分，我们再写协调的文献时会围绕具体的协调 方法写2-3个文献，学者虽然在文献描述中有提到这些方面，但小编认为笔墨淡了一些，最后在文献综述部分缺少呈上启下的过渡句与衔接句。这是小编个人斗胆的总结。
Small make up summarizing the literature review part of scholars, academics, according to their own paper topics will own literature review section of keywords is divided into manufacturers rebate, retailers rebate, demand information asymmetry, cost, information asymmetry and the supply chain coordination, this form of division is clear, but the small make up of scholars in the literature review part there are three questions, First of all, there are few domestic scholars in the literature review. Secondly, some literature reviews are not focused enough, such as retailer rebate and joint rebate, and supply chain coordination. For example, in the part of supply chain coordination, we will write 2-3 literatures focusing on specific coordination methods. Although scholars have mentioned these aspects in the literature description, the author thinks that the ink is a little light. Finally, in the literature review part, there is a lack of transitional sentences and cohesive sentences. This is a summary of small personal courage.
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参考资料：谷歌翻译
参考文献： [1]潘浩. 信息不对称条件下的供应链返利策略研究[D].福州大学,2019.
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