2026《关于电子商务环境下供应链渠道结构的研究文献综述》4000字.docxVIP

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关于电子商务环境下供应链渠道结构的研究文献综述

目录

TOC\o1-3\h\u17699关于电子商务环境下供应链渠道结构的研究文献综述 1

229691.1渠道结构选择 1

204211.2渠道权利结构影响下供应链运营决策 3

本节对电子商务环境下供应链渠道结构进行综述，主要围绕渠道结构选择和渠道权利结构对供应链运营决策的影响两方面。

1.1渠道结构选择

随着电子商务的发展，出现了多种供应链渠道结构模式。除了传统的零售渠道，制造商和零售商还可以自建直销渠道或引入网络销售渠道。主要的网络销售渠道有线上直销渠道、代销渠道和转销渠道。在激烈的市场竞争环境中，实施双渠道或多渠道战略成为许多零售企业的重要手段。国内外很多学者对零售渠道结构选择问题进行了广泛研究。

Ryan等（2012）ADDINCSL_CITATION{citationItems:[{id:ITEM-1,itemData:{DOI:10.1111/j.1937-5956.2012.01332.x,ISSNabstract:Onlinemarketplaces,suchasthoseoperatedbyAmazon,haveseenrapidgrowthinrecentyears.Thesemarketplacesserveasanintermediary,matchingbuyerswithsellers,whereascontrolofthegoodislefttotheseller.Insomecases,e.g.,theAmazonmarketplacesystem,thefirmthatownsandmanagesthemarketplacesystemwillalsosellcompetingproductsthroughthemarketplacesystem.Thiscreatesanewformofchannelconflict,whichisafocusofthisarticle.Weconsiderasettinginwhichamarketplacefirmoperatesanonlinemarketplacethroughwhichretailerscanselltheirproductsdirectlytoconsumers.Weconsiderasingleretailer,whocurrentlysellsitsproductonlythroughitsownwebsite,butwhomaychoosetocontractwithAmazontosellitsproductthroughthemarketplacesystem.Sellingtheproductthroughthemarketplaceexpandstheavailablemarketfortheretailer,butcomesatsomeexpense,e.g.,afixedparticipationfeeorarevenuesharingrequirement.Thus,akeyquestionfortheretaileriswhethersheshouldchoosetosellthroughthemarketplacesystem,andifso,atwhatprice.Weanalyzetheoptimaldecisionsforboththeretailerandthemarketplacefirmandcharacterizethesystemequilibrium.,author:[{dropping-particle:,family:Ryan,given:JenniferK.,non-dropping-particle:,parse-names:false,suffix:},{dropping-particle:,family:Sun,given:Daewon,non-dropping-particle:,parse-names:false,suffix:},{dropping-particle:,family:Zhao,given:Xuying,n