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在线零售商运营决策 经济管理类;专著 VIP

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丛书名:
金亮   社会科学文献出版社  2020-03 出版
ISBN:978-7-5201-6349-1

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图书简介 目录 参考文献 音频 视频
本书基于消费者退货行为的视角,针对在线零售商运营管理中几个重点、难点问题深入研究,采用量化建模方法解决在线零售商运营决策以及供应链合作伙伴之间的合作问题,提出基于消费者退货行为的在线零售商定价、退款保证、O2O渠道等策略,设计在线零售商与上游制造商/供应商间的批发合同,以及在线零售商与下游体验店间的佣金契约。本书研究形成的模型、理论方法和运作策略对在线零售商的运营管理实践具有指导意义,能为在线零售商运营管理实践提供系统性建议。
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  • 摘要
  • Abstract
  • 第一章 绪论
    1. 一 本书的研究背景
    2. 二 本书的研究意义
    3. 三 文献评述
    4. 四 本书的研究内容与研究框架
    5. 五 本书的特色与创新之处
  • 第二章 基于消费者退货行为的在线零售商定价策略
    1. 第一节 问题描述与符号定义
    2. 第二节 模型构建与求解
    3. 第三节 消费者退货行为的影响分析
    4. 第四节 问题延伸与拓展
    5. 第五节 本章小结
  • 第三章 退款保证下在线零售商定价与合同设计
    1. 第一节 问题描述与符号定义
    2. 第二节 模型构建与求解
    3. 第三节 信息价值与退款保证价值分析
    4. 第四节 算例分析
    5. 第五节 本章小结
  • 第四章 退款保证下在线零售商O2O渠道策略
    1. 第一节 问题描述与符号定义
    2. 第二节 单渠道情形下的博弈模型
    3. 第三节 O2O渠道策略分析
    4. 第四节 本章小结
  • 第五章 不同主导权对在线零售商O2O渠道策略的影响
    1. 第一节 问题描述与模型假设
    2. 第二节 单渠道情形下的供应链博弈模型
    3. 第三节 在线零售商O2O渠道策略分析
    4. 第四节 不同主导权下的供应链均衡比较
    5. 第五节 算例分析
    6. 第六节 本章小结
  • 第六章 在线零售商与体验店佣金契约设计
    1. 第一节 问题描述与模型假设
    2. 第二节 模型构建与求解
    3. 第三节 契约有效性与信息价值分析
    4. 第四节 算例分析
    5. 第五节 问题延伸与拓展
    6. 第六节 研究结论与展望
  • 第七章 不对称信息下在线零售商线上推荐策略
    1. 第一节 问题描述与模型假设
    2. 第二节 模型构建与求解
    3. 第三节 线上推荐价值分析
    4. 第四节 数值分析
    5. 第五节 本章小结
  • 第八章 主要结论和管理启示
    1. 第一节 主要结论
    2. 第二节 管理启示
  • 附录1
  • 附录2
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