摘要
随着网络经济时代的到来，电子渠道和传统渠道相结合的渠道结构成为学术界关注的
热点，现实中共有五种混合双渠道结构。同时，跨渠道搭便车行为影响零售商和制造商的
决策，对零售商的订货量、服务努力程度和供应链最优模式的选择均产生重要影响，使得
混合双渠道供应链的决策和协调出现新的特点和规律。因而，本文主要探讨以下两个问题，
跨渠道搭便车行为下供应链模式和跨渠道搭便车行为下供应链协调策略

本文以垂直集中混合双渠道供应链为基准模型，研究分散混合双渠道和部分集中混合
双渠道 b 供应链的均衡状况，对比分析发现：1）分散混合双渠道和部分集中混合双渠道 b
供应链模式下，实体零售商的最优服务努力程度相等且都小于垂直集中混合双渠道供应链
模式下实体零售商的最优服务努力程度。2）当存在跨渠道搭便车行为时，实体零售商由
于需要自负成本，其服务努力意愿下降，即跨渠道搭便车行为抑制了实体零售商提供销售
服务的努力程度。3）分散混合双渠道和部分集中混合双渠道 b 供应链模式下，实体零售
商的订货量相等且都小于垂直集中混合双渠道供应链模式下实体零售商的订货量

本文使用价格匹配策略协调供应链，通过对比分析带有价格匹配的选择性补偿契约、
带有价格匹配的目标补偿契约和带有价格匹配的批发价格折扣契约，发现带有价格匹配的
选择性补偿契约能够完全协调服务努力

关键词：跨渠道搭便车；混合双渠道；契约协调；价格匹配；服务努力暨南大学硕士学位论文
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Abstract
With the advent of the internet economy, the study on Hybrid Channel Structure of the
electronic and traditional channels has become a hot spot of academic circles. There are five
Hybrid Dual-channels in reality. And the same time, Cross-channel Free-riding has an important
impact on the decision making,order quantity, sales effort and the chose of the best supply chain
of retailers and manufacturers. Then the Hybrid Dual-channel Supply Chain appears new
features and laws about the decision making and coordination. In this paper, two questions will
be discussed: Supply Chain Modes analysis and supply chain coordination based on the
Cross-channel Free-riding Behavior.
This paper will study the balance situation of the dispersion Hybrid Dual-channel and the
Inadequacy Integrated Hybrid Dual-channel b with the benchmark model, the Vertically
Integrated Supply Chain. After that, we did the comparative analysis of the three Supply Chain
Models. The rusults shows that: 1)The Brick-and-Mortar retailers’ best sales effort are equal in
the dispersion Hybrid Dual-channel and the Inadequacy Integrated Hybrid Dual-channel b and
are less than that in the benchmark model. 2)When there is Cross-channel Free-riding Behavior,
the Brick-and-Mortar retailer will exert less sales effort owing to the more cost. That is, the
Cross-channel Free-riding Behavior reduces the Brick-and-Mortar retailer’ sales effort. 3) The
Brick-and-Mortar retailers’ order quantity are equal in the Dispersion Hybrid Dual-channel and
the Inadequacy Integrated Hybrid Dual-channel b and are less than that in the benchmark model.
To achieve sales effort coordination, we designed a contract with price match, and find the
contract with price match and selective compensation rebatem can coordinate the sales effort
perfectly through comparing with the selective rebate contract with price match, the target rebate
contract with price match and the wholesale price discount contract with price match.
Key Words: cross-channel free-riding; hybrid dual-channel; contract coordinating; price match;
sales effort暨南大学硕士学位论文
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目录
摘要..I
Abstract .......II
目录...........III
1 绪论......... 1
1.1 研究背景......... 1
1.2 研究目的......... 2
1.3 研究意义......... 2
1.4 研究内容.......... 3
1.5 主要创新点...... 5
2 国内外研究现状.. 6
2.1 跨渠道搭便车行为研究综述.. 6
2.2 混合双渠道供应链管理研究综述.... 10
2.3 现有研究不足 13
3 跨渠道搭便车行为下混合双渠道供应链模式研究.... 14
3.1 模型描述和基本假设 14
3.2 垂直集中混合双渠道供应链模式.... 16
3.3 分散混合双渠道供应链模式 18
3.4 部分集中混合双渠道 b 供应链模式 20
3.5 参数分析及模式比较 22
3.6 算例分析........ 26
3.7 本章小结........ 30
4 跨渠道搭便车行为下混合双渠道供应链协调策略研究........ 32
4.1 协调契约描述和基本假设.... 32
4.2 分散混合双渠道供应链协调策略.... 33
4.3 部分集中混合双渠道 b 供应链协调策略.... 41
4.4 参数分析及数值比较 48
4.5 算例分析........ 56暨南大学硕士学位论文
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4.6 本章小结........ 60
5 结论与展望........ 62
5.1 全文回顾........ 62
5.2 研究展望........ 63
参考文献...64
在学期间发表（录用）论文.......68
致谢...........69暨南大学硕士学位论文1 绪论
1.1 研究背景
设想某个消费者在手机卖场体验某新款高档手机，通过专业销售人员的讲解、亲自操
作体验手机新功能，感知手机的价值，认为手机能够满足自身的需求，他却不在此手机卖
场直接购买手机，而是利用网络渠道在京东商城以更低的价格购买同款手机。这种现象便
是典型的跨渠道搭便车行为（Cross-channel Free-riding Behavior），一个零售商给顾客提供
产品信息服务，而其他销售同种或类似产品的零售商间接地从这种信息服务中获利，即一
个零售商从事销售商品必须的售前销售活动，而另一个零售商最终销售产品。随着网络经
济和信息技术的飞速
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