物流与价格双重竞争下产品替代对供应链决策的影响

The Effect of Product Substitutability upon Decisions of Supply Chains Based on Dual Competition from Logistics and Price

针对网络销售渠道的线上销售、线下配送特点,为两条网络销售的竞争供应链引入产品替代因子,构建基于物流与价格双重竞争的三级供应链竞争模型,在此基础上研究分散决策与集中决策下两条供应链间的竞争情况及产品定价策略,重点分析产品替代度对供应链竞争决策和协调的影响。研究表明:随着产品替代度的增大,两种结构下的两条供应链决策反应一致,但分散决策下的供应链效率始终低于集中决策下的效率;分散决策下的供应链总利润随产品替代度加大而上升,集中决策下的供应链总利润则与之相反,且集中决策下的收益共享契约因子的取值区域也随之缩小。研究结论对供应链竞争决策和协调具有一定的理论指导意义。

According to online sales and offline distribution characteristics of Internet sales, product substitutability is in- troduced into two supply chains which compete in logistics and price in the internet. And then, corresponding three - level supply chain competing models are established. Competing decisions of the supply chains are discussed based on centralized decision -making structure and decentralized decision -making structure. Finally, the effects of product substitutability upon decisions and coordination of the supply chains are analyzed. The results show that with the increase of product substi- tutability, the best decisions of the two competing supply chains are consistent under the two decision - making structures, but their efficiencies under the decentralized decision - making structure are always lower than that under the centralized decision - making structure. Each gross profit of the two supply chains under decentralized decision - making structure in- creases with the increase of product substitutability, but declines under centralized decision -making structure. Moreover, the value region of benefit - sharing proportions under the centralized decision - making structure will shrink when product substitutability increases.