B2B在线市场运作、协调与优化问题研究进展

分析了在线市场的传媒背景、信息透明度和传媒多样性问题，并分析了在线市场的协调策略和供应链合同策略问题．作为B2B在线市场的主流模式，重点分析了以采购商为中心的B2B在线市场，特别是其中的供应链协调，如回购退货协调、远期和现货合同协调问题．进一步分析了以供应商和第三方为中心的B2B在线市场的运作、协调与优化问题．最后，提出了B2B在线市场运作比例和规模、双边际化和牛鞭效应、供应链合同、资金财务策略和信息共享环境下的协调等若干需深入探讨的问题．

Research Progress on Operation, Coordination and Optimization of B2B E-markets

The media background of e market, problems of information transparency and media richness are analyzed. The e market coordination strategies and supply chain contract strategies are analyzed. As the main trend of B2B e market, the buyer centric B2B e markets are analyzed with emphasis, especially the problems of supply chain coordination, including returns contract, forward and spot contract. Furthermore, operation, coordination and optimization problems of the seller centric and third party centric B2B e markets are also analyzed. Finally, several problems needed to be studied further are put forward, including the proportion and scale of B2B operation, double marginalization and bullwhip effect, supply chain contracts, capital and financial strategies, and coordination under the information sharing environment.