混合渠道供应链创新协作的协调方法研究

项目名称： 混合渠道供应链创新协作的协调方法研究

项目编号： No.71461001

项目类型： 地区科学基金项目

立项/批准年度： 2015

项目学科： 管理科学

项目作者： 田巍

作者单位： 广西财经学院

项目金额： 34.5万元

中文摘要： 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。

中文关键词： 电子商务环境；混合渠道供应链；创新协作；协调方法；博弈

英文摘要： 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.

英文关键词： E-business environment;mixed channel supply chain;innovation collaboration;coordination method;game