电子商务环境下企业的双渠道冲突研究-西方经济学专业论文.docxVIP

PAGE PAGE 3 摘要 随着 Internet 在世界范围内的普及，越来越多的制造商在原有 的传统零售渠道的基础上增开电子商务直销渠道。可是新渠道的引进 势必会打破传统渠道成员间的利益分配模式，引发渠道冲突。这些渠 道冲突带来的影响具有两面性，既有可能提升渠道效率也有可能降低 渠道效率。如何管理和引导渠道冲突对渠道绩效乃至渠道关系的良好 发展至关重要。为此，客观上要求对渠道冲突管理做深入的研究。 首先，本文先对电子商务营销渠道与传统营销渠道的优劣势进行 比较，阐释电子商务营销渠道迅速发展的原因。再次，分析电子商务 环境下双渠道冲突的表现形式、内在原因。最后文章从价格协调机制 和中间性组织协调机制探讨如何缓和电子商务环境下的双渠道冲突。 价格协调机制是以制造商为视角，在利润最大化和缓和渠道冲突 的双重约束下，运用 Stackelberg 动态博弈模型分析制造商的各种价 格策略。在三种不同的价格策略下，制造商和零售商的利润各不相同。 制造商会选取何种价格策略受制于经济、资源、战略、权力对比等方 面的因素，所以这三种策略的优劣必须在一定的限制条件下才能比 较。 中间性组织协调机制则是在重复博弈的条件下，结合中间性组织 自身的特征，得出中间性组织能增加组织内成员的违约成本，使渠道 成员间合作常态化，达到缓和渠道冲突的目的。 【关键词】 电子商务环境 双渠道冲突 价格协调机制 中间性组织 Abstract Along with the widespread pervasion of internet around the world , more and more manufactures has set up on-line marketing channel based on the traditional ones. The introduction of new channel would destroy the original pattern of profit allocation, which can lead to channel conflicts. Such conflicts may enhance channel efficiency or reduce channel efficiency. How to manage and guide channel conflicts is crucial to promote channel productiveness and stabilize cooperative relationship between members. Therefore ,it is essential conduct a study on channel conflicts. Firstly, the paper analyzes the advantages and disadvantages between internet marketing channels and traditional marketing ones. Secondly , illustrate the varieties of dual-channel conflicts and its intrinsic cause under e-commerce . Finally ,develop pricing coordination mechanism and inter-firm organization coordination mechanism to harmonize dual-channel conflicts. In the pricing coordination mechanism ,the manufactures act as Stackelberg leaders whereas the retailers act as followers. Aiming at mitigating dual-channel conflicts ,the manufactures adopt three various strategic pricing under the guid ing of harmonizing dual-channel conflicts and maximizing profit . The three strategic pricing give birth to different profit . Each pricing strategy has its own limitation , the conduction of them