考虑消费者类型的零售商物流外包竞争策略

Retaier logistics outsourcing and competition of TPLs considering the consumer demand characteristics

为研究市场竞争及消费者偏好对零售商物流外包供应链主导结构的影响关系,针对一个零售商和两个第三方物流企业构成的供应链系统,研究了物流价格与物流服务水平竞争及产品定价问题,运用博弈理论分析了3种供应链主导结构,根据物流价格和物流服务水平的竞争强度变化,提出满足不同消费者类型的竞争策略。研究表明,有主导的供应链结构优于无主导的供应链结构;当物流价格竞争较为激烈时,采用零售商主导的价格与服务融合型策略较优;当物流服务竞争很激烈时,采用第三方物流企业主导的竞争策略较优;当不能同时满足价格和服务水平都占优时,可以按条件选择其中一方主导的价格领先型策略或服务领先型策略,分别满足经济型客户和时效型客户的需求。

For a supply chain consisted of two competing Third Party Logistics service providers（TPLs）and one retailer,the price and service competition of TPLs and pricing policy of retailer were researched,and the competition strategies were put forward to meet different customer demand characteristics.A game-theoretic framework was applied to obtain the equilibrium solutions for every entity and the results were compared from three possible supply chain scenarios：Retailer Stackelberg（RS）,TPL Stackelberg（LS）and Vertical Nash（VN）.The results showed that the competitive intensity had important effects on power structure of supply chain and competition strategies which determined by supply chain member.For the three type of power structure,the RS structure always better than VN structure;every member preferred the RS structure when the competitive intensity of logistics price was fierce,but the LS structure was better when the service competitive intensity was fierce enough.However,if the retailer couldn＇t have advantage in price and service simultaneously,he could meet the economical customer and timeliness customer by price dominant strategy and service dominant strategy.