在电子商务和数字化时代，新的商业模式和机遇不断涌现。例如，除了传统的转售营销渠道外，制造商还可以使用各种数字营销策略轻松开辟直销渠道。这些新的营销渠道将引起制造商和经销商之间的冲突和竞争。这提出了如何在双渠道供应链环境中为多个参与者做出最佳决策的重要问题。在不断变化和不确定的经营环境中，企业要在竞争激烈的市场中生存，必须面临比以往更加严峻的挑战。本书旨在解决具有规避风险渠道成员的双渠道供应链中的代表性决策问题。最近开发的风险评估技术，即条件风险价值 (CVaR)，将被用作衡量风险厌恶态度的主要标准。基于博弈论，对渠道选择、定价、订货量、厂商侵占、绿化策略、消费者退货政策、融资策略、渠道协调、合同设计、信息不对称、产能约束等重要问题进行建模分析。本书将帮助读者更好地理解具有规避风险行为的双渠道供应链环境中的运营管理，还将为研究人员提供有效的技术和工具，并为从业者提供管理见解。
[size=13.3333px]In the era of e-commerce and digitalization, new commercial patterns and opportunities are emerging. For example, in addition to traditional reselling marketing channels, manufacturers can easily open direct channels using a variety of digital marketing strategies. These new marketing channels will cause conflict and competition between manufacturers and resellers. This raises the important question of how to make optimal decisions for multiple players in dual-channel supply chain contexts. Within changing and uncertain operation environments, business enterprises must face tougher challenges than before to survive in competitive markets. This book aims to address representative decision-making problems in dual-channel supply chains with risk-averse channel members. The most recently developed risk assessment technique, Conditional Value-at-Risk (CVaR), will be adopted as the predominant criterion to measure the risk-averse attitude. Based on game theory, important issues such as channel selection, pricing, order quantity, manufacturer encroachment, greening strategy, consumer return policies, financing strategies, channel coordination, contract design, information asymmetry, and capacity constraint will be modeled and analyzed. This book will help readers better understand operations management in dual-channel supply chain contexts with risk-averse behaviors, and will also provide effective techniques and tools for researchers and offer managerial insights for practitioners.
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