网络团购的市场结构选择、渠道协调与服务优化

Online group buying is a current popular E-business mode. This program considers the operation management of firms who head for the online group buying of high-gross-profit products under the object to improve the performance of all members of supply chain and even whole system, and investigates the optimal operation strategies, the optimal service mode under different channel coordination mechanisms between the sale firm and E-businessman. This project will push this research with the thoughts from the simple to the complexity, from the single channel to dual channel in step by step. According to the market operation strategies, we will consider four channel structures(Single channel, Single channel with group buying, Dual channel and Dual channel with group buying);According to the coordination mechanisms between firms and E-businessman, we will investigate three coordination methods(Fixed commission, Fixed rate of sale price per unit, profit sharing). Furthermore, according to the service provision, we will consider four service modes (Delaying service without date, Emergency purchasing without date, Advanced booking with date and Delaying service with date). By the comparison among 3*4*4 joint decision on ordering and pricing, we can mine out the optimal channel coordination mechanism, the optimal market structure and the optimal service providing mode with the view of firms, E-businessmen and customers, respectively, and verify the insights from the above models through the market investigation and numerical examples, and provide some useful insights for the operation management of firms who head for online group buying and E-business firms.

网络团购是目前较流行的电子商务模式。本项目以经营高毛利商品且寻求网络团购的企业为研究对象，以改善分散式系统下各独立主体乃至整个系统绩效为目标，探讨不同佣金策略下，面临随机到达的两类渠道顾客，服务能力有限的委托商如何确定最佳市场结构和如何制定最佳服务提供方式等问题。本项目将采用逆向推理，沿着由简到繁、由单渠道到双渠道，逐层推进的思路展开研究。针对委托商的市场运作策略，将考察4种市场结构（单渠道，单渠道+团购，双渠道，双渠道+团购）、针对委托商与电商的渠道协调机制，将考察3类合作方式（固定金额、固定价格比例、利润共享契约）、针对委托商的服务提供方式，将考察4类服务模式（无预约延迟服务、无预约应急补货、有预约提前补货、有预约延迟服务）， 通过4*3*4 类订量定价联合决策的对比分析，以各利益主体的视角挖掘最佳市场结构、最佳渠道协调机制和最佳服务提供方式，提炼对团购委托商与电商经营管理有益的启示。

本项目以网络团购双渠道供应链系统为研究对象，以改善分散式系统下各独立主体乃至整个系统绩效为目标，围绕网络团购及其延伸的双渠道供应链定价决策、渠道协调和服务优化进行分析，探讨了竞争性的渠道服务优化、品牌入侵的决策优化、动态合作促销努力、低碳供应链策略与渠道协调等，拟释义各利益主体（供应商、销售商、顾客及整个供应链系统）视角下最佳结构选择、促销努力模式和渠道协调机制及其相应的均衡状态等科学问题，为供应链平台企业之管理实践提供了有益启示。.研究成果相继发表在Production and Operations Management（国际A+类期刊）、European Journal of Operational Research、Computers and Industrial Engineering、Annals of Operations Research、Journal of Cleaner Production等SCI/SSCI期刊，共18篇，EI期刊3篇。进一步地，发表在Production and Operations Management的论文 Advertising in Asymmetric Competing Supply Chains分别于2016年11月获得上海市哲学社科优秀成果二等奖。