分享兴趣，传播快乐，

增长见闻，留下美好。

亲爱的您，这里是LearingYard学苑！

今天小编为大家带来知识打卡（七十五）欢迎您的用心访问！

本期推文阅读时长大约8分钟，请您耐心阅读。

Share interest, spread happiness,

increase knowledge, and leave beautiful.

Dear you,this is the LearingYard Academy!

Today, the editor brings you knowledge punch cards (75)

Welcome your visit!、

This tweet usually takes about 8minutes to read.

Please be patient and read.

内容提要

今天将继续阅读一篇博士论文：刘昊. 多渠道供应链定价及协调策略研究[D].大连海事大学,2018。上一期我们已经阅读了这篇文章的题目、摘要。这一期来看看文章的绪论章节，包含背景、以及研究现状梳理，研究方法。

Today we will continue reading a PhD thesis: Hao Liu. Research on multi-channel supply chain pricing and coordination strategy [D]. Dalian Maritime University,http://2018.In the last issue we have read the title, abstract of this article. This issue will take a look at the introductory chapter of the article, which contains the background, significance, and the current state of research combing, and the research methodology.

研究背景与意义

【研究背景】

电子商务交易规模持续扩大，中国电子商务服务企业也提供了许多就业岗位，间接带动的就业人数。电子商务已成为全球一体化生产和组织方式的重要工具，改变了人们的消费型态和购物模式。

线上购物成为主流，这种方式拥有很多优势，比如减少企业运作成本，丰富和扩大产品类别，消费者不再受制于地域和时间，可随时随地购物。

企业生顺应需要，开通线上渠道，而且多渠道营销能增加产品销量，扩大产品市场覆盖率。

【问题提出】

渠道间不同的价格及服务产生冲突，问题在于线上渠道价格是否与自身线下价格保持一致。在多渠道环境下，如何定价、如何协调供应链是欲采用多渠道销售模式的企业必须解决的问题，但是基于单一销售渠道的供应链定价与协调理论不能解决这些新问题，需要进行多渠道供应链的定价与协调研究。

【Research Background】

The scale of e-commerce transactions continues to expand, and Chinese e-commerce service enterprises also provide many jobs and indirectly driven by the number of employment. E-commerce has become an important tool for global integrated production and organization, changing people's consumption pattern and shopping mode.

Online shopping has become mainstream, and this approach has many advantages, such as reducing business operating costs, enriching and expanding product categories, and allowing consumers to shop anywhere, anytime, without being constrained by geography and time.

Businesses are responding to the need to open online channels, and multi-channel marketing can increase product sales and expand product market coverage.

【Problem Raised】

Conflicts arise from different prices and services between channels, and the question is whether online channel prices are consistent with their own offline prices. In a multichannel environment, how to price and coordinate the supply chain is a problem that must be solved by companies that want to adopt a multichannel sales model, but the theory of supply chain pricing and coordination based on a single sales channel cannot solve these new problems, and research on pricing and coordination of multichannel supply chains is needed.

研究现状

文章关于现状梳理主要从渠道的选择、定价以及协调来进行研究现状梳理。

【渠道选择研究】主要集中在三个方面。一是零售商只有线下渠道时，制造商是否开设线上渠道；二是不考虑制造商的渠道情况下，研究零售商是否在拥有线下渠道的同时增加线上渠道；三是在零售商开通双渠道下，研究制造商是否需要开通线上直销渠道；在制造商已经开设线上直销渠道、零售商拥有线下渠下，研究零售商是否开通线上渠道。

【渠道定价研究】集中在三个方面。一是研究线上直销的制造商和线下零售商组成的双渠道供应链定价决策；二是研究零售商开设双渠道供应链的定价问题；三是研究制造商线上直销和双渠道零售商组成的多渠道供应链定价问题。

【渠道协调研究】主要从四种契约类型的应用进行梳理研究现状，包含批发价格契约、回购契约、收益共享契约、数量弹性契约。

【现状总结】根据上述研究现状梳理，得出两点。①研究多集中在对由制造商直销和零售商线下销售组成的双渠道供应链，鲜有研究多渠道供应链定价及协调问题。②考虑较为单一，集中在单渠道变为双渠道，而忽略了另外的双渠道以及多渠道情况。

The article about the current situation grooming mainly focuses on channel selection, pricing, and coordination to study the current situation grooming.

【Channel selection study】

Channel selection study focuses on three aspects. First, when the retailer has only offline channels, whether the manufacturer opens online channels; second, without considering the manufacturer's channels, study whether the retailer adds online channels while having offline channels; third, under the retailer opens dual channels, study whether the manufacturer needs to open online direct sales channels; under the manufacturer has opened online direct sales channels and the retailer has offline channels, study whether the retailer opens Online channel.

【Channel pricing research】

Channel pricing research focuses on three areas. The first is to study the pricing decision of the dual-channel supply chain composed of online direct sales manufacturers and offline retailers; the second is to study the pricing problem of the dual-channel supply chain opened by retailers; the third is to study the pricing problem of the multi-channel supply chain composed of online direct sales manufacturers and dual-channel retailers.

【Channel Coordination Research】

The current status of the research is mainly sorted out from the application of four contract types, including wholesale price contract, repurchase contract, revenue sharing contract, and quantity elasticity contract.

【Status Quo Summary]】

Based on the above research status combing, two points are derived. ① Research is mostly focused on the dual-channel supply chain consisting of direct sales by manufacturers and offline sales by retailers, with little research on multi-channel supply chain pricing and coordination. ② Consideration is relatively single, focusing on single channel into dual channel, while ignoring the other dual channel and multi-channel situation.

研究思路和方法

文章主要采用的研究方法是斯坦伯格博弈和纳什的分散决策，通过理论分析和定量模型相结合。研究了批发价格模式的选择、制造商和零售商的渠道选择、线上价格策略等。

The main research methods used in the article are Steinberg's game and Nash's decentralized decision making, through a combination of theoretical analysis and quantitative modeling. The choice of wholesale price model, channel selection of manufacturers and retailers, and online pricing strategy are studied.

今天的分享就到这里了。

如果您对今天的文章有独特的想法，

欢迎给我们留言，

让我们相约明天，

祝您今天过得开心快乐！

That's it for today's sharing.

If you have a unique idea about today’s article,

Welcome to leave us a message,

Let us meet tomorrow,

I wish you a happy day today！

参考资料：谷歌翻译;

参考文献：刘昊. 多渠道供应链定价及协调策略研究[D].大连海事大学,2018.

本文由LearningYard学苑整理并发出，如有侵权请在后台留言！