O2O模式下考虑消费者参考效应和成员互惠利他的产品——服务供应链微分博弈

Differential game of product-service supply chain considering consumers’reference effect and members’reciprocity altruism under O2O mode

成员的互惠利他行为是影响企业决策的重要行为因素,消费者的质量和服务水平参考效应也是影响消费者购买决策的重要行为因素,本文将三者纳入到一个制造商和一个O2O销售模式的零售商构成的产品-服务供应链中,同时考虑运作模式的内在动态性,构建了制造商和零售商间的微分博弈模型。借助贝尔曼连续型动态规划理论,分析了分散、集中、互惠利他三种决策模式下的制造商质量水平策略、零售商服务水平策略以及供应链系统绩效,并对其进行了对比分析。研究表明:相比于分散决策模式,互惠利他行为有助于成员制定更高的质量和服务水平,提高品牌商誉,获得更大效用。数值算例验证了所得结论,并进行了消费者质量和服务水平参考效应、渠道偏好以及成员互惠利他行为对供应链绩效影响的敏感性分析。算例结果表明:1)消费者的参考效应使消费者产生“锚定心理”,导致制造商降低质量水平,零售商降低服务水平,也损害了产品-服务供应链的绩效。消费者的渠道偏好对供应链成员策略和绩效有着重要影响;2)零售商应鼓励消费者进行线上购买产品,并以线下渠道的服务作为销售辅助措施,满足消费者的体验效用;3)成员的互惠利他行为作为一种正向社会偏好能够对分散决策模型下的供应链绩效进行帕累托改进,并且会获得额外的社会福利;4)当且仅当制造商和零售商具有纯利他行为偏好,即具有最低回报程度和最高利他程度时,供应链的总利润能够达到集中决策情形。

The report“Accenture China Consumer Insight 2018-New Consumption Power”published by FT Chinese Network and Accenture,a well-known international consulting company,has poined out one of the characteristics of new consumerism:experience is paramount.Consumers􀆳demand for experiential shopping has led to the formation of a new sales pattern,and the O2O sales model emphasizing experiential marketing has become a hot topic of common concern in the business and academic circles.The formulation of product quality level and sales service level strategies by enterprises is often affected by both consumers’behaviors and supply chain members’behaviors:On the one hand,considering the influence of the difference between the reference level and the actual experience level on consumer demand,this paper incorporates both the reference quality effect of online consumers and the reference service effect on offline channels into goodwill dynamics and demand function of consumers.On the other hand,supply chain members often do not comply with the assumption of“economic man”in traditional economics when they interact with each other,While they often have a certain social preference-reciprocity altruism,that is,they not only consider their own benefits,but also pay attention to each other's benefits to a certain extent.For this reason,this paper regards the utilities maximization of reciprocity altruism as the objectives of supply chain members when making decisions.To sum up,considering the inherent dynamics of supply chain operation and consumers’reference effects in the supply chain system under O2O mode which is composed of a dominated manufacturer and a retailer selling through both online and offline,the differential game models among decentralized,centralized and reciprocal altruistic decision-making pattern are constructed by using differential game theory,manufacturer's quality level strategy,retailer's dominant service level strategy,and supply chain's profits and utilities are obtains among three decision-making modes.Through comparison,we find that:1)The reference effects of consumers cause the“anchoring psychology”,which leads to manufacturers􀆳lowering quality level,retailers􀆳lowering service level,and also damages the performance of the product-service supply chain.2)Consumer's channel preference has an important impact on supply chain members􀆳strategies and performance.Retailers should encourage consumers to purchase products online and use offline channel services as sales assistance measures to satisfy consumers􀆳experience utility.3)Members􀆳reciprocal altruistic behavior as a positive social preference can obtain Pareto improvement in supply chain performance compared with decentralized decision-making model.and also result in additional social benefits;4)If and only if both manufacturer and retailer have pure altruistic behavior preferences,i.e.the lowest return and the highest altruism,the total profit of supply chain can reach the situation of centralized decision-making.To this end,the management inspiration of this paper is:due to many management drawbacks of centralized decision-making,such as high management costs and difficulty in implementation,supply chain members should actively display the social preferences of mutual benefit and altruism,and deepen the vertical cooperation of supply chain on the basis of independent decision-making.On the one hand,manufacturer can improve product quality through product innovation,strictly control product quality to enhance brand goodwill,form quality identity and lay a good quality foundation for retailer􀆳sales links.On the other hand,retailer should undertake the sales link of supply chain to serve consumers􀆳experience consumption:recommending personalized products to customers at lower cost through advanced technologies such as data mining,setting up 24-hour online customer service,solving customers􀆳pre-sale doubts,reducing the adverse effects of reference service in online channel.While in offline channel,he can establish a reasonable membership system,take feedback promotion activities regularly and feed old customers to improve their retention rate and loyalty,even use word-of-mouth effect to attract new customers and tap new consumer market potential.Through the mutual benefits and altruism of manufacturer and retailer,the supply chain division of labor can be carried out to comprehensively improve the quality level and service capacity from the production end to the sales end,build brand goodwill,and promote win-win situation in all channels.