传统制造企业电子商务化的最优时点及供应链协调与优化--基于博弈模型的研究

项目名称： 传统制造企业电子商务化的最优时点及供应链协调与优化--基于博弈模型的研究

项目编号： No.71301025

项目类型： 青年科学基金项目

立项/批准年度： 2014

项目学科： 管理科学

项目作者： 邵婧

作者单位： 对外经济贸易大学

项目金额： 23万元

中文摘要： 近年来，电子商务的迅猛发展为众多困境中的传统制造企业展现出新的商机，成为企业提升竞争力的重要战略方向。由于市场风险，以及电子商务运作的复杂性，企业对何时建立电子商务，以及建立后的供应链协调运作等问题存在普遍的困惑。但目前研究中尚未有对企业建立电子商务最佳时机的探讨；而针对企业如何协调电子商务供应链的研究，存在深度上的不足。 本项目拟从企业电子商务化的实际需要出发，运用博弈论、动态规划及机制设计等方法，通过构建理论模型，分析研究下列问题：1、对尚未建立电子商务的企业，在市场不确定性条件下，确定企业在不同供应链结构中进入电子商务市场的最优时点；2、对建立电子商务之初的企业，提供缓解渠道冲突和协调供应链的多种契约机制；3、对进入电子商务优化期的企业，提供供应链框架优化的多种战略。本项目的研究将是运营与市场营销领域相关理论研究的重要拓展，也将为企业电子商务化决策与管理提供重要的依据和参考。

中文关键词： 供应链管理；供应链协调；多渠道；电子商务；博弈论

英文摘要： In recent years, the rapid growth of e-commerce has provided traditional manufacturing companies with a new opportunity for developing competitive edges. However, due to the immaturity of e-markets, there is considerable uncertainty and risk associated with the e-markets. Many manufacturers are puzzled as to when to enter the e-markets. Existing literature, however, has not addressed this issue yet. Another issue arises after a manufacturer has launched an e-channel: the competition between the e-channel and traditional channel leads to constant conflicts within the supply chain. In order to achieve system efficiency, it is necessary to mitigate these conflicts and coordinate supply chain incentives. Based on these two fundamental issues, this research uses approaches such as game theory, dynamic programming and mechanism design, to construct theoretic models and investigate the following problems: 1) Under demand uncertainty and two supply chain structures, we determine manufacturers' optimal time to launch e-commerce; 2) After a manufacturer launches an e-channel, under the current supply chain structure with inter-channel and intra-channel competition, we construct contracts to coordinate retailers' incentives for price, service level and inventory; and 3) We investigate several supply chain optimization

英文关键词： Supply chain management；Supply chain coordination；Multi-channel；E-commerce；Game theory