基于消费者行为的双渠道零售商合作模式与协调机制研究

With the development of intenet technology and electronic, dual channel operation competition are becoming increasingly fierce, how to design the optimal cooperation mode and coordination mechanism directly concerns retailers' survice and thrive. Under the condition of cooperation, competition and cooperation, by considering the new characteristics of consumer behavior, this project plans to investigate the decision problem about cooperation mode and coordination mechanism of dual channel retailers. Firstly, the consumer behavior preference under dual channel environment is explored, and then, features of the consumer behavior is described, and the interation mechanism between the retailer and consumer behavior is analyzed. Secondly, by comprehensively considering consumer behavior preference, the dynamic game decision problems of the dual channel multiple competing retailers are further investigated, and a new copperation mode and coordination mechanism for dual channel retailers is put forward, and then, the impact of asymmetric information level and cooperative partner reliability on the cooperation mode and coordination mechanism of dual channel retailers will be analyzed. Lastly, simulation and positive analysis of the founded theoritical model is presented, and a coordination operation plan for dual channel retailers is presented. Related research results are conducive to enrich the theory and method of the operation decision for dual channel retailers, so as to promote the development of operation management discipline. Meanwhile, the related research results will provide some beneficial insights for our country’s retail corporations to heighten their competitive powers.

随着网络技术和电子商务的发展，双渠道运作竞争日益激烈，如何设计最优的合作模式与协调机制，直接关系到零售商的生存与发展。在合作以及竞争与合作情况下，基于消费者行为，围绕双渠道零售商合作模式与协调机制开展研究。首先探讨双渠道背景下消费者行为偏好，刻画消费者行为特征，并分析其与零售商决策之间的相互作用机理；然后在消费者行为偏好基础上，针对双渠道多个竞争零售商动态博弈决策问题进行深入研究，提出合作以及竞争与合作情况下双渠道零售商的合作模式与协调机制，并分析信息不对称水平、合作伙伴可靠性等因素对合作模式与协调机制的影响；最后进行仿真和实证分析，提出双渠道零售商合作模式与协调运作方案。相关研究成果有助于丰富双渠道零售商运作决策的理论与方法，从而推动运作管理学科的发展；同时，相关研究成果为我国零售企业竞争力的提升提供有益借鉴与参考。

随着双渠道供应链的发展和环境保护的压力，如何设计零售供应链运作模式和合作策略，直接关系到供应链企业的发展。在考虑消费退货和偏好行为下，围绕供应链的运作模式和零售商合作与协调策略开展研究。本项目的主要研究内容包括六个方面：（1）研究政府基金政策下的闭环供应链再制造模式，提出了不同条件下最优的再制造模式；考虑是否引入直播服务，提出了最优的直播服务合作策略；（2）在以旧换新和以旧换再共存下研究了延保服务策略，提出了最优的组合策略；（3）考虑零售商公平关切行为，研究了传统双渠道、线下线上融合的O2O、平台代销三种渠道模式的选择问题；（4）考虑到顾客对网络交付时间和网络销售渠道接受的敏感，分析了单渠道和双渠道的最优决策，提出了企业提高利润的方法；（5）考虑到线上线下融合的020渠道结构的展厅效应，研究了双渠道零售商的最优展厅服务策略和权力结构；（6）研究了零售商的广告合作策略，提出了改进后的广告成本分担和收益共享组合契约，实现了双渠道供应链的完美协调。本项目建立了一套供应链运作管理理论和方法，为我国零售业的发展提供了有益借鉴和参考。项目执行期间，较好地完成了计划研究内容，已发表相关论文23篇，其中SCI收录12篇、EI收录9篇，出版专著1部，并在本项目的基础上项目负责人培养了15名硕士研究生，正在培养4名硕士研究生。