考虑消费者渠道偏好的多期闭环供应链网络均衡

Multi-period closed-loop supply chain network equilibrium with the consumer's preference for trade channels

在多个规划期情形下,研究了由制造商层、零售商层、需求市场层和回收商层组成的闭环供应链网络均衡问题.所有制造商生产同质产品,利用双渠道分销产品以满足市场需求.两种交易渠道间存在竞争,消费者对电子商务和零售商两种购物渠道存在不同偏好.利用变分不等式和互补理论刻画了网络中各成员的最优经济行为,建立了供应链网络均衡模型,并运用修正投影收缩算法求解.结合算例探讨了单/双渠道、渠道间的竞争强度因子、消费者对电子商务渠道的偏好系数及制造商的强制回收量约束对供应链网络各成员及网络均衡的影响.结果表明:当消费者偏好大于一定程度时,双渠道对制造商有利,而对零售商不利;电子渠道竞争强度因子对网络成员的利润影响较大,制造商应加大网络等方面投资;当消费者对电子交易渠道的偏好增加时,制造商利润先减后增,制造商在开设电子商务时应把握合适的切入时机,且不要因暂时的利润降低而关闭电子营销方式;单/双渠道情形下,政府的强制性回收量约束均会对制造商带来不利影响,当回收量约束超过某一值时所有成员会动态调整其策略而改变供应链网络的均衡状态.通过研究,以期对闭环供应链相关领域的研究和企业决策有一定借鉴.

We expand previous work to the closed-loop supply chain network with dual transaction channels in which the two transaction channels compete with each other and the consumers in the demand markets have certain preference for e-commerce transaction channel.The network comprises manufacturers,retailers,demand markets and recyclers and evolves with time in the multi-period planning horizon.In the network,all of the manufacturers make the homogeneous products and trade products by B2 C e-commerce and physical transaction channel simultaneously.By way of variational inequalities and complement theory,we formulate the optimal economic behavior of various players in the supply chain network,and establish the network equilibrium model.Then we design the solution algorithm using modified projection and contraction method to solve the model.Numerical examples are used to illuminate and analyze the different equilibrium results with the changing of the various parameters including single/dual channel,the competing factors between channels,the customers’ preference for direct channel,and the compulsory quantity constraint of recycling used product.The analysis results show when the consumers’ preference for direct channel increases to some extent,the dual channels are benefit for manufacturers,and harmful to retailers;the competing factor of electronic channel impacts the players’ profits in the network more seriously,thus the manufacturers should increase the investment in e-commerce channel such as web site construction;when the consumers’ preference for direct channel increases,the profit of manufacturers decreases firstly and then increases,so the manufacturers must begin to employ e-commerce channel in the appropriate time,and can’t close the e-commerce transaction due to transitory profit decrease;in the cases of single/dual channel,the compulsory quantity constraint of recycling used product will be harmed to manufacturers,and may change the strategies dynamically when the compulsory quantity exceeds some value.The managerial insights will lead into some areas for future research in the relevant fields of closedloop supply chain network.