基于消费者效用的电商供应链企业的产品质量和服务策略研究

Research on quality and service strategy of ECSC enterprises based on consumer utility

基于消费者效用理论,将消费者参考质量效应和线上渠道接受程度的影响纳入到电商供应链(ECSC),利用微分博弈理论和连续型动态规划理论研究了制造商或零售商拥有线上开辟权两种渠道结构下的制造商质量策略和零售商产品服务策略.发现:于拥有线上渠道开辟权的ECSC企业而言,其线上渠道的开设与否与消费者对线上渠道接受程度有关.数值算例对关键参数进行了敏感性分析,发现:1)制造商拥有线上渠道开辟权并以线上线下混合渠道销售可为消费者提供更高的产品质量并激励零售商的线下服务水平,为企业带来更高的品牌商誉.2)于企业各自利润而言,对方开辟线上渠道对自身更有利;于供应链整体而言,零售商线上线下混合的销售模式更有利于长远发展.3)提高消费者对线上渠道的接受程度,以线上渠道销售为主,线下服务为辅,降低消费者参考质量效应对供应链运营各方面的负向影响是企业的长久运营之道.

Based on consumer utility theory,the effects of consumer reference quality effect and online channel acceptance are incorporated into e-commerce supply chain(ECSC).The quality improvement strategies of manufacturers and product service strategies of retailers under the two channel structures of manufacturer’s or retailer’s ownership of online pioneering rights are studied by using differential game theory and continuous dynamic programming theory.It is found that for ECSC enterprises with the right to open online channels,whether they open online channels or not is related to consumers’acceptance of online channels.The sensitivity analysis of key parameters is carried out by numerical examples.It is found that:1)Manufacturers have the right to open up online channels and sell through mixed online and offline channels can provide consumers with higher product quality and stimulate retailers’offline service level,thus bringing higher brand goodwill to enterprises.2)For the profit of each enterprise,it is more advantageous for the other party to open up online channels;for the supply chain as a whole,the retailer online and offline mixed sales model is more conducive to long-term development.3)Improving consumers’acceptance of online channels,focusing on online channel sales,supplemented by offline services,and reducing the negative impact of consumer reference quality effect on all aspects of supply chain operation is the way for enterprises to operate for a long time.