混合渠道供应链创新协作的协调方法研究

Mixed channel distribution strategy based on electronic direct channel has practically become many manufacturing enterprises' development tendency of distribution strategy. Compared with that of traditional supply chain, in E-commerce environment, the factors and relations that influence innovation collaboration of mixed channel supply chain (MCSC) are more complex. Applying for theories and methods of multi-disciplinary, this study formulates quantitative modes, (1)from channel point of view, compares channel structure and analyzes application condition of mixed channel structure as for innovation collaboration of supply chain; (2)discusses the effects on supply chain members' innovation investment level, income, profit allocation, which involve demand characteristics of mixed channel and factors of channel selection and drive of market demand(customer). (3)considering aspects of main innovation participant, member status, innovation characteristics, internal and external environment of MCSC and so on, studies the innovation collaboration influence factors of MCSC systematically, analyzes and finds out methods and means of supply chain coordination depending on the models of E-commerce environment, better understands methods of innovation collaboration of MCSC, enhances coordination level and performance of MCSC. Furthermore, this study discusses practical effect factors and influence mechanism of methods choice for innovation collaboration of MCSC through Chinese typical case studies, so provides case reference of innovation collaboration process and path finding.

基于电子直销渠道的混合渠道分销战略在实践上已成为许多制造企业渠道战略的发展趋势。与传统供应链相比，影响电子商务环境下混合渠道供应链创新协作的因素和关系更加复杂。本项目基于多学科的理论和方法，构建定量模型，（1）从渠道角度，对混合渠道供应链创新协作进行渠道比较和适用条件分析；（2）探讨混合渠道需求特征、市场需求（顾客）在混合渠道中渠道选择和驱动等因素，对供应链各方创新投入力度、收益和利润分配的影响；（3）从混合渠道供应链创新的主体、成员地位、创新特征及供应链内外部环境等方面出发，对影响混合渠道供应链创新协作的因素进行较系统研究，分析和找到基于电子商务环境特点的协调手段和方法，加深对混合渠道供应链创新协作的协调方法的认识，提高协调水平和绩效。另外还将通过对中国混合渠道供应链的典型案例研究，探讨影响创新协作与协调方法选择的实际因素及影响机理，为创新协作过程和路径选择提供案例参考。

在电子商务环境下混合渠道分销战略已成为许多制造企业渠道战略的选择。与传统供应链相比，影响混合渠道供应链创新协作的因素和关系更加复杂。本项目基于多学科的理论和方法，构建定量模型，（1）从渠道角度，对混合渠道供应链创新协作进行渠道比较和适用条件分析；（2）探讨混合渠道需求特征（顾客选择、搭便车行为等）、两渠道分别提供异质品策略、产品的网络渠道相容性特征等因素，对供应链各方创新投入力度、收益和利润分配的影响；（3）零售商O2O供应链，以及供应链上下游企业不同风险偏好、信息不对称、考虑创新风险，多个成员横向竞争等角度，对影响混合渠道供应链创新协作的因素进行较系统研究，分析和找到基于电子商务环境特点的协调手段和方法。这些成果加深了对供应链管理及混合渠道供应链创新协作协调方法的认识，有利于提高协调水平和绩效。另外还从供应链联盟企业间产品转移定价的测量、影响因素及后果，上下游企业信息和技术共享，以及闭环供应链技术创新投入与废旧品回收再制造减少碳排放的协作策略等角度对供应链及成员进行研究。