【《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】

第第页共93页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\o"1-3"\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 1229691.1渠道结构选择 1204211.2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","ISSN":"10591478","abstract":"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","non-dropping-particle":"","parse-names":false,"suffix":""}],"container-title":"ProductionandOperationsManagement","id":"ITEM-1","issue":"6","issued":{"date-parts":[["2012","11"]]},"page":"997-1014","title":"CompetitionandCoordinationinOnlineMarketplaces","type":"article-journal","volume":"21"},"uris":["/documents/?uuid=ebd814a2-f6ba-4f7a-8f38-e98c0b3a32e9"]}],"mendeley":{"formattedCitation":"^[41]","plainTextFormattedCitation":"[41]","previouslyFormattedCitation":"^[41]"},"properties":{"noteIndex":0},"schema":"/citation-style-language/schema/raw/master/csl-citation.json"}[41]研究了由单一电子零售商和单一电商平台组成的供应链市场渠道引入问题。在这条供应链中，电子零售商拥有线上直销渠道，电商平台是供应链的主导者，且销售相互竞争的产品。他们发现，三个渠道同时存在不会是均衡结果。Mantin等（2014）ADDINCSL_CITATION{"citationItems":[{"id":"ITEM-1","itemData":{"DOI":"10.1111/poms.12203","ISSN":"10591478","abstract":"Retailersareincreasinglyadoptingadual-formatmodel.Inadditiontoactingastraditionalmerchants(buyingandthenresellinggoods),theseretailersalsoprovideaplatformforthird-partysellerstoaccessandcompeteforthesamecustomers.Inthispaperweinvestigatethestrategicrationaleforaretailertointroduceathird-party(3P)marketplace,byaddressingthefollowingquestions:howdoestheexistenceofthe3Pmarketplacealtertheoutcomeofthebargaininggamebetweenamanufacturerandtheretailerandhowdoesitaffecttheirprofits?Ouranalysisprovidesinsightsintothegrowingprevalenceof3Pmarketplaces.Weshowthatbycommittingtohavinganactive3Pmarketplacetheretailercreatesan\"outsideoption\"thatimprovesitsbargainingpositioninnegotiationswiththemanufacturer.Thiscanexplaintheincreasingprevalenceofsuchmarketplaces.Ontheotherhand,themanufacturerwouldprefertoeliminatethisretailer'soutsideoptionandshouldseektolimitorpreventsalesthrough3Pmarketplaces.Thisisconsistentwithactionsthatseveralmanufacturershavetakentolimitsuchsales.Interestingly,ifthemanufacturerfailstoeliminatesalesofcompetingproductsthroughthe3Pmarketplace,thenthebeststrategyforthemanufactureristoallowtheretailertodictatethetermsoftheircontract.Thisisduetothefactthatanall-powerfulretailerwillrelylessonitsoutsideoptioningeneratingprofit,andthereforeitwillincreasethefeeschargedto3Psellersandsoftenthecompetitionbetween3Psellersandthemanufacturer.Thedecreaseincompetitionwillleadtoanincreaseinthevalueofoutsideoptionofthemanufacturerandimproveitsprofit.Additionally,wefindthatthepresenceofa3Pmarketplacebenefitsconsumers(duetotheintroductionofdownstreamcompetition),butthisbenefitdiminishesastheretailerisbecomingmorepowerful.","author":[{"dropping-particle":"","family":"Mantin","given":"Benny","non-dropping-particle":"","parse-names":false,"suffix":""},{"dropping-particle":"","family":"Krishnan","given":"Harish","non-dropping-particle":"","parse-names":false,"suffix":""},{"dropping-particle":"","family":"Dhar","given":"Tirtha","non-dropping-particle":"","parse-names":false,"suffix":""}],"container-title":"ProductionandOperationsManagement","id":"ITEM-1","issue":"11","issued":{"date-parts":[["2014","11"]]},"page":"1937-1949","title":"TheStrategicRoleofThird-PartyMarketplacesinRetailing","type":"article-journal","volume":"23"},"uris":["/documents/?uuid=63a20307-cfc1-4042-98db-76beb70f0aba"]}],"mendeley":{"formattedCitation":"^[42]","plainTextFormattedCitation":"[42]","previouslyFormattedCitation":"^[42]"},"properties":{"noteIndex":0},"schema":"/citation-style-language/schema/raw/master/csl-citation.json"}[42]考虑制造商、第三方卖家和零售商组成的供应链系统，研究了零售商的市场渠道引入策略。他们发现，引入市场渠道会提高零售商在与制造商谈判时讨价还价的地位，并且有利于消费者。Wang等（2018）ADDINCSL_CITATION{"citationItems":[{"id":"ITEM-1","itemData":{"DOI":"10.1016/j.ijpe.2017.11.001","ISSN":"09255273","abstract":"Weanalyzeamanufacturer'se-channeldecisionprobleminwhichthemanufacturerselectsadirect-saleschannelorathird-partyconsignmentchanneltocomplementhisexistingphysicalretailchannel.Weaccordinglyinvestigatetwopossibledualchannels:aPDsysteminvolvingaphysicalchannelandadirecte-channel,andaPCsystemconsistingofaphysicalchannelandaconsignmente-channel.Foreachsystem,weexaminebothasequential-movegameandasimultaneous-movegame,asthemanufacturercanstrategicallydecidetoannouncehispricingdecisionbeforethephysicalretailerortomakehispricingdecisionwithnocommunicationwiththephysicalretailer.Ouranalyticalresultsindicatethat,ifthemanufacturer'sunitoperatingcostinthedirecte-channelorthee-tailer'srevenueallocationratiointheconsignmente-channelissufficientlysmall,thenthemanufacturerhasanincentivetoadoptane-channel.Themanufacturercanalwaysgainahigherprofitbyannouncinghispricingdecisionbeforethephysicalretailer.Ifthemanufactureraimsatincreasingthedemand,thenhemaychoosethesimultaneous-movegame.Moreover,whenthemanufacturerselectsane-channeltoincreasehisprofit,heshouldadoptadirecte-channelifhisunite-channeloperatingcostisbelowacertainthresholdthatisdependentonthee-tailer'srevenueallocationratio,andadoptaconsignmente-channelotherwise.Asimilarmanagerialinsightisdrawnwhenthemanufacturerintendstoincreasethedemand.","author":[{"dropping-particle":"","family":"Wang","given":"Cuixia","non-dropping-particle":"","parse-names":false,"suffix":""},{"dropping-particle":"","family":"Leng","given":"Mingming","non-dropping-particle":"","parse-names":false,"suffix":""},{"dropping-particle":"","family":"Liang","given":"Liping","non-dropping-particle":"","parse-names":false,"suffix":""}],"container-title":"InternationalJournalofProductionEconomics","id":"ITEM-1","issued":{"date-parts":[["2018","1"]]},"page":"338-358","publisher":"ElsevierB.V.","title":"Choosinganonlineretailchannelforamanufacturer:Directsalesorconsignment?","type":"article-journal","volume":"195"},"uris":["/documents/?uuid=5156ec23-d33d-4ccd-a1dc-3b18767471aa"]}],"mendeley":{"formattedCitation":"^[43]","plainTextFormattedCitation":"[43]","previouslyFormattedCitation":"^[43]"},"properties":{"noteIndex":0},"schema":"/citation-style-language/schema/raw/master/csl-citation.json"}[43]针对制造商、实体零售商和电子零售商构成的供应链，在制造商与传统零售商同时博弈以及序列博弈两种博弈结构下，分析了制造商的渠道结构策略。研究表明，当线上直销成本或电子零售商的收益分配比例足够低时，制造商会增加电子渠道。相比于同时博弈，制造商先进行定价决策总是能获得更高的利润。当直销渠道的单位运营成本较低时，制造商应该选择直销渠道，否则，制造商应该选择代销渠道。Yan等（2018）ADDINCSL_CITATION{"citationItems":[{"id":"ITEM-1","itemData":{"DOI":"10.1016/j.ejor.2017.11.011","ISSN":"03772217","abstract":"Inrecentyears,theincreasingprevalenceofonlineretailinghasgivenrisetoanovele-channel—themarketplace—inwhichmanufacturersselltheirproductsdirectlytoconsumersbypayingfeestoe-tailers.Thise-channel,unliketheconventionalresellere-channel,endowsmanufacturerswithabsolutecontroloverprices,whichhelpsprotectbrick-and-mortarchannels,especiallyinthepresenceofdifferenttypesofspilloversfromonlinetoofflinesales.However,themarketplacechannelisneverthelessnotusedinpracticeinsomeinstancesasaresultofthee-tailer'scostlyplatformfeesandthemanufacturer'sinefficiencyindirectretailsales.Thesedifferentattitudesraisekeyquestionsofwhetherandunderwhatconditionsthemarketplacechannelshouldbeintroducedinadditiontotheresellerchannel.Inthispaper,westudytheseproblemsbymeasuringthecombinedeffectsoftheonlinespillover,theplatformfeeandthemanufacturer'sretailinginefficiency.Wedemonstratethatthemanufacturer'swillingnesstoemploythemarketplacechannelincreasesandthee-tailer'swillingnesstodosodecreasesinthelevelofspillovers;whencombiningthetwo,wefindthataParetoimprovementcanbeachievedunderamoderatespillover.Wealsopresentaninterestinginsightthattheintroductionofthemarketplacechannelfundamentallychangestheeffectsofthespilloveronthee-tailerwhilemerelystrengtheningthoseonthemanufacturer.Moreover,ahigherplatformfeedoesnotnecessarilyincentivizethee-tailertojointhemarketplace,andthemanufacturer'sretailinginefficiencymayeitherbenefitorharmthee-tailer,dependingonthesizeoftheplatformfee.","author":[{"dropping-particle":"","family":"Yan","given":"Yingchen","non-dropping-particle":"","parse-names":false,"suffix":""},{"dropping-particle":"","family":"Zhao","given":"Ruiqing","non-dropping-particle":"","parse-names":false,"suffix":""},{"dropping-particle":"","family":"Liu","given":"Zhibing","non-dropping-particle":"","parse-names":false,"suffix":""}],"container-title":"EuropeanJournalofOperationalResearch","id":"ITEM-1","issue":"1","issued":{"date-parts":[["2018","5"]]},"page":"65-77","publisher":"ElsevierB.V.","title":"Strategicintroductionofthemarketplacechannelunderspilloversfromonlinetoofflinesales","type":"article-journal","volume":"267"},"uris":["/documents/?uuid=45d48117-cc01-414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"parse-names":false,"suffix":""},{"dropping-particle":"","family":"Qu","given":"Ting","non-dropping-particle":"","parse-names":false,"suffix":""},{"dropping-particle":"","family":"Qi","given":"Qian","non-dropping-particle":"","parse-names":false,"suffix":""}],"container-title":"IndustrialManagement&DataSystems","id":"ITEM-1","issue":"2","issued":{"date-parts":[["2019","11","19"]]},"page":"366-387","title":"Introducingthemarketplaceornot?Riskanalysisofchannelstrategyforonlineretailers","type":"article-journal","volume":"120"},"uris":["/documents/?uuid=87931d10-ebe6-4308-ae93-d4ce3bdf70e6"]}],"mendeley":{"formattedCitation":"^[46]","plainTextFormattedCitation":"[46]","previouslyFormattedCitation":"^[46]"},"properties":{"noteIndex":0},"schema":"/citation-style-language/schema/raw/master/csl-citation.json"}[46]针对一个供应商和一个主导电子零售商组成的供应链，考虑线上渠道订单实现成本和服务，研究了电子零售商的市场渠道引进策略。研究表明引进市场渠道并不总是有利于零售商。当零售商的服务水平占优时，零售商应该引进市场渠道。考虑到上游制造商零售效率低下和需求信息不充分两方面劣势，Yan等（2019）ADDINCSL_CITATION{"citationItems":[{"id":"ITEM-1","itemData":{"DOI":"10.1016/j.ejor.2018.09.022","ISSN":"03772217","abstract":"Theincreasingprevalenceofonlineretailinghasrecentlygivenrisetoanovelmarketplacechannel,inwhichupstreammanufacturerscanselltheirproductsdirectlytoconsumersbypayingafeetoe-tailers.Whileitendowsupstreammanufacturerswithdirectaccesstoconsumers,italsorequiresthemtopersonallyperformsaleswork,whichisnottheirstrength,especiallyintheformofsalesefficiencyanddemandinformation.Inthispaper,weapplyastylizedtheoreticalmodeltoexaminewhetherthemanufacturerande-tailershouldagreetointroducethemarketplacechannelbyconsideringthesedualupstreamdisadvantages.Wepresentaninterestinginsightthatthemarketplacechannelshouldbeintroducedundernotonlyalowdegreebutalsoahighdegreeofupstreamsalesinefficiency,whichalsomeansthataweakdirectchannelwouldnotnecessarilybecomeaburdenforthetwo.Actually,here,itsintroductionleadstohigheroutput,alowerwholesalepriceandalowerretailprice,thusbenefitingboththesupplychainmembersandtheoveralleconomy.Incontrast,wefindthatonlywhentheupstreaminformationaldisadvantageismoderatecanthetworeachconsensusandintroducethemarketplacechannel.Thesefindings,counterintuitively,demonstratetheentirelydifferenteffectsoftwotypesofupstreamdisadvantageintheequilibriumchannelstructure.Further,wealsoillustratehowthemanufacturer'stwodisadvantagesinteractwithoneanother;amanufacturerwithhighersalesefficiencycanscreeninformationearly,whileamanufacturerwithlowsalesefficiencyhastosufferlongerfrompoordemandinformation.","author":[{"dropping-particle":"","family":"Yan","given":"Yingchen","non-dropping-particle":"","parse-names":false,"suffix":""},{"dropping-particle":"","family":"Zhao","given":"Ruiqing","non-dropping-particle":"","parse-names":false,"suffix":""},{"dropping-particle":"","family":"Xing","given":"Tiantian","non-dropping-particle":"","parse-names":false,"suffix":""}],"container-title":"EuropeanJournalofOperationalResearch","id":"ITEM-1","issue":"3","issued":{"date-parts":[["2019","3"]]},"page":"968-982","publisher":"ElsevierB.V.","title":"Strategicintroductionofthemarketplacechannelunderdualupstreamdisadvantagesinsalesefficiencyanddemandinformation","type":"article-journal","volume":"273"},"uris":["/documents/?uuid=65c25705-fb82-4afe-aa10-b265994e4a70"]}],"mendeley":{"formattedCitation":"^[47]","plainTextFormattedCitation":"[47]","previouslyFormattedCitation":"^[47]"},"properties":{"noteIndex":0},"schema":"/citation-style-language/schema/raw/master/csl-citation.json"}[47]构建了单一制造商通过转售渠道在电子零售商处销售产品的供应链博弈模型，研究了制造商和电子零售商的市场渠道引入策略。结果表明，当制造商在销售效率方面所处的劣势程度很高时，引入市场渠道不一定会使制造商和电子零售商的利润受损。当制造商在需求信息方面所处的劣势程度中等时，制造商和电子零售商引入市场渠道都能获得更高的利润。Yan等（2020）ADDINCSL_CITATION{"citationItems":[{"id":"ITEM-1","itemData":{"DOI":"10.1080/00207543.2019.1671622","ISSN":"0020-7543","abstract":"Thispaperinvestigatesthechannelstructureandpricingproblemofatwo-echelonsupplychainconsistingofamanufacturerandaretailer.Therearefourcommonchannelstructures:(1)traditionalretailchannel,(2)theretailer’straditionalandonlinechannel,(3)traditionalretailchannelandthemanufacturer’sonlinechannel,(4)traditionalretailchannelandonlinechannelofamanufacturerandaretailer.FourModels(ModelR,ModelRD,ModelMR,andModelMRD)areestablishedandanalysedbasedonfourchannelstructures.Consideringtheinfluenceoflogisticservicesonconsumers’channelchoice,thispaperusesStackelberggameandconsumerutilityfunctiontoanalysetheprofitofthemanufacturer,theretailerandthewholesupplychain,andobtainstheoptimalchannelstrategyofthemanufacturerandtheretailerinthefourmodels.Inaddition,ourstudyalsofindsthatFirst,themanufacturer’sonlinechannelopeningcanindirectlystimulateconsumerstobuyproductsinthetraditionalretailchannel,whichincreasesthedemandfortraditionalretailchannel.Second,themanufacturer’sonlinechannelismoreconducivetoimprovingtheprofitofthewholesupplychainthantheretailer’sonlinechannelunderthedualchannelstructure.Third,multiplechannelsconsistingoftraditionalretailchannelandonlinechannelofthemanufacturerandtheretailercanprovideconsumerswiththelowestret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