在线音乐产品供应链契约协调研究
Research of Online Musie Product Supply Chain Contract Coordination
【中文摘要】 数字技术的进步和互联网的渗透,带动了传统的音乐产业颠覆性的变革,数字化形态的在线音乐产品正在逐步取代传统音乐产品的地位,广泛影响着人们的生活。在线音乐产品全新的市场特性使在线音乐产品的相关企业面临的现实环境更加富有挑战性,进而企业与企业之间对决的战线拉长,企业与企业之间的竞争开始上升到供应链与供应链之间的竞争。本文以在线音乐产品供应链作为研究对象,基于传统的供应链契约协调理论,分析在单曲收费模式和广告分账模式下的在线音乐产品供应链契约的有效性和合理性。本文首先综述了有关学者对供应链契约协调理论的研究;然后在传统的实体产品供应链契约的基础上,根据在线音乐产品的特点,对供应链契约运用于在线音乐产品进行了思考;最后选取单曲收费模式和广告分账模式下的在线音乐产品供应链契约分别进行建模分析,指出现有两种模式下的在线音乐产品供应链均没有实现协调,但是广告分账模式要优于单曲收费模式,因此又进一步对广告分账模式下的在线音乐产品供应链契约进行改进,研究表明,在收入共享契约中引入共担零售商努力成本机制后,供应链可以在一定条件下实现协调,算例分析对模型结果进行了验证,并求出了现实情况下制造商和零售商之间分成比例和分担努力成本比例的合理范围,对管理实践起到了一定的指导作用。
【英文摘要】 The progress of digital technology and the penetration of Internet have led the traditional music industry to undergo a disruptive change. Online music product, which is in the digital form, is gradually taking the place of traditional music product and has great influence on people's lives. The new market characteristics of online music product have made the actual environment faced with related enterprises of online music product challenging, and then the battle line between enterprises is extended. The competition between enterprises has begun to rise to the competition between supply chains.In this paper online music product supply chain contract is taken as the object of the study, and the rationality and efficiency of online music product supply chain contracts under the pay-per-song mode and the ad-revenue-sharing (advertisement-revenue-sharing) mode is analyzed on the basis of traditional supply chain contract coordination theory.This paper firstly gives an overview of researches on supply chain contract coordination theory. Then, based on traditional physical product supply chain contract and according to the characteristics of online music products, how to apply supply chain contract to online music product is discussed. This paper chooses to respectively models and analyzes the online music product supply chain contracts under the pay-per-song mode and the ad-revenue-sharing mode. It is pointed out that the supply chain contracts under the two existing modes cannot coordinate the supply chain. However, the ad-revenue-sharing mode is better than the pay-per-song mode. Thus this paper improves the online music product supply chain contract under the ad-revenue-sharing mode. It is discovered that the revenue-sharing contract with retailer effort cost sharing scheme can coordinate the supply chain under certain conditions. In the example analysis, results of the model are verified and reasonable ranges of the sharing proportions of advertisement revenue and effort cost between manufacturer and retailer, which can provide some guidance for management practice, are derived.
【中文关键词】 在线音乐; 供应链契约; 供应链协调
【英文关键词】 Online Music; Supply Chain Contract; Supply Chain Coordination
在线音乐产品供应链契约协调研究
摘要 4-5
Abstract 5-6
第一章 绪论 12-17
1.1 研究背景 12-14
1.2 研究内容与研究框架 14-15
1.3 研究意义 15-17
1.3.1 理论意义 15-16
1.3.2 实践意义 16-17
第二章 供应链契约协调理论综述 17-30
2.1 供应链契约研究起源 17-18
2.2 供应链契约的基本模型 18-21
2.3 常见的供应链契约及研究进展 21-30
2.3.1 批发价格契约 21-22
2.3.2 数量折扣契约 22-24
2.3.3 回购契约 24-26
2.3.4 收入共享契约 26-28
2.3.5 数量弹性契约 28-29
2.3.6 供应链契约的综合对比 29-30
第三章 供应链契约应用于在线音乐产品的思考 30-40
3.1 在线音乐产品的特点 30-34
3.2 在线音乐产品供应链分析 34-35
3.3 在线音乐产品供应链契约形式 35-37
3.3.1 单曲收费模式下的供应链契约形式 36-37
3.3.2 广告分账模式下的供应链契约形式 37
3.4 在线音乐产品供应链契约建模对传统供应链契约的借鉴与选择 37-39
3.5 小结 39-40
第四章 在线音乐产品供应链契约建模及改进 40-67
4.1 单曲收费模式下的供应链契约建模分析 40-46
4.1.1 供应链契约运作过程描述 40-41
4.1.2 模型的基本假设及参数介绍 41-44
4.1.3 模型构建与求解 44-45
4.1.4 模型分析 45-46
4.2 广告分账模式下的供应链契约建模分析 46-51
4.2.1 供应链契约运作过程描述 46-48
4.2.2 模型的基本假设及参数介绍 48-49
4.2.3 模型构建与求解 49-51
4.2.4 模型分析 51
4.3 单曲收费模式与广告分账模式的比较 51-53
4.4 广告分账模式下的供应链契约改进分析 53-65
4.4.1 供应链契约运作过程描述 53-54
4.4.2 模型的基本假设及参数介绍 54-56
4.4.3 模型构建与求解 56-57
4.4.4 模型分析 57-58
4.4.5 结果讨论 58-61
4.4.6 算例分析 61-65
4.5 小结 65-67
第五章 总结与展望 67-70
5.1 研究总结 67-68
5.2 研究展望 68-70
参考文献 70-75
致谢 75-77
