电子商务环境下基于退货策略的MC决策与协调

MC decision-making and coordination based on return policy in E-commerce

鉴于众多学者从产品模块化和生产策略两个单独角度研究了对实施大规模定制化的影响。本文针对电子商务背景下,将退货策略引入到大规模定制化(Mass Customization,MC)供应链系统中,根据上游的模块化生产企业(大规模生产)和下游的组装企业(定制化生产)生产的差异,建立了集中式和分散式决策模型,分别讨论了在电子商务环境下模块化生产企业和定制化组装企业的最优退货率和最优模块化程度,以及对提前期和销售价格的影响。研究表明:在电子商务环境下,大规模定制化的最优退货策略不仅于依赖于模块化程度,还与市场需求量和供应链的决策方式有关。此外,在电子商务环境下分散式决策存在"双边效应"问题,于是通过纳什讨价还价契约实现了供应链的完美协调。最后通过数值分析进一步验证了相应的结论,并给出了一些建议和启示。

In view of the fact that many scholars have studied the effect of product modularity and production policy on Mass Customization implementation, tbls paper in^xtuces return policy into MC supply chain with upstream modular maker and downstream assembler, and establishes the centralized and decentralized decision- making models in Electronic Commerce, then discusses respectively the optimal return rate and modularity for modular maker and assembler, and the impact on lead time and selling price. Some results show that the optimal return policy not only relies on the degree of modularity, but also on demand volume and choice of decision - making in the supply chain. In addition, there is the problem of ＇ double marginalization＇ under decentralized decision- making in EC, so we coordinate the supply chain with Nash Bargaining Model Contract. Finally, we further verify the conclusion by using numerical simulations, and give a number of suggestions and insights.