消费者参与零售商共创环境下的供应链决策模式研究

Study on Supply Chain Decision Model in the Environment of Consumers and Retailersco-creation

随着互联网的发展,消费者已经越来越多的参与到企业共创价值的过程中,然而,供应链中的共创研究涉及甚少,文中引入消费者和零售商努力程度,基于Stackelberg博弈模型的思想构建了供应链利润模型,分别对集中决策和分散决策下消费者与零售商的共创努力时零售价、销售量、努力程度以及供应链总利润进行分析并通过算例分析验证。研究结果表明,消费者参与零售商的共创环境下采用集中决策更有效。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。

With the development of the Internet, consumers have been more and more involved in the process of CO - creating value. However, the research on the supply chain involves little. This paper introduces the efforts of consumers and retailers, based on Stackelberg game Model, and builds the Supply Chain profit model, respectively, the retail price, sales volume, effort and the total profit of the supply chain are analyzed for the co - creation efforts of consumers and retailers under centralized and decentralized situation. The results show that centralized decision - making is the most effective coordination mechanism for supply chain in the context of consumer and retailer co - creation.