质量风险控制和促销宣传下跨境电商供应链的决策与协调

Decision and coordination of cross-border e-commerce supply chain considering quality risk control and advertising promotion

为控制跨境供应链中境外供应商的商品质量风险并解决境内零售商对产品促销宣传力度不足的问题,构建受商品零售价格和供应链成员努力程度(商品质量风险控制程度、促销宣传水平)影响的消费者需求函数,给出上游供应商和下游零售商的利润函数。采用Stackelberg博弈方法对集中决策和分散决策下的均衡解进行比较,再通过Nash谈判模型得到供应链的协调策略,使得供应链利润达到最优。通过算例分析验证方法的有效性。

In order to control the product quality risk of overseas suppliers and improve the product advertising promotion level of domestic retailers in the cross-border e-commerce supply chain,the consumer demand function is constructed,which is effected by the product retail price and the supply chain member effort（ including the product quality risk control and the product advertising promotion level）. The profit functions of upstream suppliers and downstream retailers are given. By Stackelberg game method,the equilibrium solution under centralized decision-making is compared with that under decentralized decision-making. The coordination strategy of supply chain is obtained by Nash negotiation model,which makes the supply chain profit optimal. A numerical example is given to illustrate the effectiveness of the above method.