Research On The Integration Of Online And Offline Dual-channel Supply Chain

With the improvement of online shopping environment,the promotion and popularization of social networking sites,the diversification of consumer demand,both for the growing market of online shopping provides favorable conditions.Under the pressure of sustained growth of online sales market share,many manufacturers opened up online sales channels on the basis of traditional retail channels,trying to take advantage of dual-channel to meet consumer demand,improve market competitiveness.This thesis on the basis of previous research,making dual channel supply chain as the research object,study of influence and complementary mechanism between the traditional retail channels(offline)and the manufacturer e-commerce channels(online).It aims to study the most ideal conditions dual-channel integration from the three levels: the implementation condition,content and operation of integration.The main content of this thesis is mainly from the following aspects:Firstly,it analyzes the reason,principles and key issues of dual-channel supply chain integration,elaborates the content of the dual channel supply chain integration from the perspective of macro and micro angle.Secondly,based on value creation theory,it analyzes the value creation process of dual-channel supply chain from the perspective of value creation main body,it have chosen 15 measurement integrated index.by the methods of literature review,from three dimensions of value creation of suppliers,the inside operation value creation of manufacturers and customer value creation.After analyzing the relationship between the various elements,it division level the elements of integration based on the interpretive structural model.Then,combined with the roadmap that elements of integration directly or indirectly affect the dual effect of channel integration,it selected the indicatorsfrom the dimension of customer value creation as research subjects.It discussed the relationship between theindexes and the consumer channel choice behavior.Based on the analysis results,combined with molecular biology DNA double helix structure,it build a dual-channel supply chain integration mode.Finally,based on theanalysis ofintegrated core elements,it constructed the decision-making model and operation mechanism of online and offline dual-channel supply chain after integration.It proposed the optimal decision of physical resources in dual-channel supply chain based on ant colony optimization algorithm,constructed pricing decisions model using game analysis,andproposed theprevention decision of free riding behavior from three aspects of pricing strategy,service strategy and product strategy.Operating Mechanism of Dual-channel Supply Chain includes three contents,there are sharing mechanism,incentive mechanisms and restraint mechanisms.The main innovations of this thesis are:(1)Combining Double HelixStable structure of DNA molecules ofbiology,it constructed the collaborative operation model of integration of online and offline dual-channel supply chain.(2)It proposed the optimal decision of physical resources in dual-channel supply chain based on ant colony optimization algorithm,providing a more rigorous scientific method for selecting suppliers and retailers to integrationwith the lowest-cost.(3)It constructed the decision-making model and operation mechanism of online and offline dual-channel supply chain after integration,providing theoretical basis for it operation decision-making.