摘要基于互联网的商业发展和第三方物流等一系列因素，导致许多公司考虑开辟多种营销渠道。这些公司可能会立刻成为供应商和任何现有经销商合作伙伴的直接竞争对手。在这种情况下，就会导致“渠道冲突”，这将会对分销渠道策略产生重大影响。在这个重要的课题中，我们将讨论能够抓住市场关键因素的数学模型，包括各种低效率的来源，并对模型进行综合测试，对结构属性的种类进行确认。例如，制造商在网络直销渠道的前提下，再添加若干分销渠道。考虑到在制造商定价中的相关调整，这些分销渠道未必是不利的。事实上，供应链各方都将受益。最后，研究如何调整制造商和分销商的博弈关系，以满足不同渠道组成下的竞争优势，最终达到帕累托改善的目的。关键词：电子商务；分销渠道；供应链；渠道冲突；数学模型ⅠABSTRACTAnumberoffactors,includingdevelopmentsinInternet-basedcommerceandthird-partylogistics,haveledmanycompaniestoconsiderengagingindirectsales.Suchacompanymayatoncebebothasuppliertoandadirectcompetitorofanyexistingresellerpartners,whichcanresultin“channelconflict.”Thiscanhavemomentousimplicationsfordistributionstrategy.Togeneratemanagerialinsightsintothisimportantissue,wedevelopamodelthatcaptureskeyattributesofsuchasetting,includingvarioussourcesofinefficiency.Weexaminetheseindetailandidentifyanumberofcounterintuitivestructuralproperties.Forinstance,theadditionofsomedistributionchannelalongsideadirectchannelisnotnecessarilydetrimentaltothemanufacturer,giventheassociatedadjustmentinthemanufacturer’spricing.Infact,bothpartiescanbenefit.Finally,weexaminewaystoadjustthemanufacturer–resellerrelationshipthathavebeencompliedinindustry,inordertomeetthecompetitiveadvantageunderthedifferentchannels,andultimatelyachievethegoalofParetoimprovement.Keywords:Internetcommerce;channelsofdistribution;channelconflict;supplychainmanagement;mathematicalmodeling目录中文摘要.................................................ⅠABSTRACT.................................................Ⅱ1绪论....................................................11.1问题的提出..............................................11.2国内外研究现状...........................................11.3本文的研究思路...........................................21.3.1重点研究内容...........................................31.3.2实现途径..............................................32相关理论概述............................................42.1供应链管理..............................................42.1.1供应链管理思想的背景.....................................42.1.2供应链管理的概念和内容...................................52.2多渠道协调...............................................52.2.1渠道选择策略...........................................62.2.2价格协调策略...........................................72.3需求的价格弹性............................................72.4市场需求................................................82.5博弈理论...............................................92.6Pareto改善.............................................11Ⅱ3模型背景及假设..........................................123.1模型背景及符号定义........................................123.1.1模型背景............................................123.1.2符号定义............................................123.2基本假设...............................................143.3模型分析...............................................144多渠道供应链策略分析...................................154.1制造商渠道结构与价格协调..................
