考虑消费者质量感知水平的网购供应链均衡模型研究

The Research on the Equilibrium Model of Online Shopping Supply Chain Considering Consumers’ Perceived Levels of the Quality

为了研究消费者质量感知水平对网购供应链网络的影响,围绕消费者对电商企业所展示产品的质量感知水平和消费者收到产品的质量感知水平两个参数,借助有限维变分不等式理论,分析了电商企业、制造企业、物流企业和需求市场各层决策者的均衡及最优条件,构建了考虑消费者质量感知水平的四层网购供应链均衡模型。利用修正投影算法对模型进行求解,结合数值算例,讨论了消费者质量感知水平对网购供应链中电商企业、物流企业以及供应链总利润的影响。数值结果表明:需求市场消费者对产品的质量感知水平越高,网购供应链的总利润越大,且消费者收到产品的质量感知水平对网购供应链的总利润影响更大。

In order to study the influence of consumers’perceived quality levels on online shopping supply chain network,two parameters-different perceived levels of the quality of the products displayed by e-commerce enterprises and received by consumers-are involved.The equilibrium and optimal conditions of e-commerce companies,manufacturing enterprises,logistics enterprises and decision makers at all levels on the demand market are analyzed through inequality theory.A four-tier equilibrium model of online shopping supply chain is constructed.The modified projection algorithm is used to solve the model.Combined with numerical examples,the impacts of consumers learning of product quality on the network balance in online shopping supply chain are deeply discussed.According to numerical analysis,the results show that the higher the perceived quality levels of products in the demand market,the greater the total profits of online shopping supply chain.Furthermore,total profits of online shopping supply chain are more inclined to be affected by perception of the quality of products received by consumers.