主导型零售商的纵向控制对生产商的影响研究

【作者】 王刚；

【导师】 严建援；

【作者基本信息】 南开大学 ， 管理科学与工程， 2009， 硕士

【摘要】 最近二十年多来,世界范围内大型零售商的出现及崛起,使得零售商占据供应链主导地位的趋势愈加凸显出来。主导型零售商的优势地位不仅压制了中小型零售商,并且因其对生产商的纵向控制手段而引发的各方面矛盾也不断增加,这已经引起越来越多学者的关注。研究主导型零售商对生产商以及供应链的影响对反垄断法的制定、维持公平有序竞争的市场环境具有重要意义。本研究的问题直接来源于摩托罗拉与中国大型家电零售商(国美、苏宁等)的关系现状。本文以摩托罗拉为切入点,在深入的实地调研基础上,结合广泛的文献阅读,建立了主导型零售商和生产商关系的系统仿真模型,具体的研究内容包括:(1)在大量文献回顾的基础上明确了本文的研究方法和目标:将系统动力学这一分析方法引入该问题,并从主导型零售商的纵向控制对生产商的影响机理的角度进行研究,这是本文的主要创新之处。(2)以摩托罗拉为例,同时融合短生命周期产品的一些特点,建立了一个零售商占主导的供应链系统的仿真模型。通过运行Vensim系统仿真程序,从订单量、交货提前期、独有信息三个角度,分别分析了单一手段对生产商的影响,以及多个手段的综合影响。本文最后对主导型零售商的影响进行了整理概括,并对生产商提供了一定的对策建议。本研究仅以摩托罗拉为例建立了系统仿真模型,希望今后的研究从更多角度进行研究,深度上也有待进一步提高,为深入理解主导型零售商的整体影响提供帮助。更多还原

【Abstract】 During the last two decades, large retailers have grown quickly and become dominant in the supply chains of various industries all over the world. The dominant retailers not only impede the development of small and medium retailers, but also have more and more conflicts with manufacturers by way of vertical restrains. Researchers worldwide have increasingly paid heed on the influence of dominant retailers on manufacturers and supply chains. The study has significant meanings on legislation of anti-poly law and maintenances of fairly-competing market.The dissertation directly delivers from the difficulties of Motorola on dealing with complicated relationship between it and Chinese powerful retailers, such as Gome, Suning, etc. The paper has much endeavor on field study on Motorola (Tianjin) and literature review. The main contents are as followed:(1) This paper analyzed the contents and methodology of research on dominant retailers and verified the research method and goal of the paper: introducing the System Dynamics into the subject and studying the logic relationship between dominant retailers and manufacturers, which is the main innovation of the paper.(2) Based on the case of Motorola, this paper built a simulation model of a supply chain including a dominant retailer and a manufacturer, combining the attributes of production with short life cycle; After running simulation software, analyzed the single effect on manufacturer from three specific perspectives respectively: order quantity, delivery lead time and exclusive information and the comprehensive influence of the three factors.In the end, the paper summarized the influence of dominant retailers and provided some suggestions to manufacturers. Based on the case of Motorola, the findings of this study is limited in supply chain of the industry itself and others. More jobs should be done in future research in order to provide a guideline for understanding the influence of dominant retailers wholly.更多还原