双向公平关切下双渠道供应链的线上线下融合契约设计

Contract Design of ‘Online to Offline’ for Dual-Channel Supply Chain under Bidirectional Fairness Concerns

针对双渠道供应链中存在消费者渠道偏好和双向公平关切的问题,探究如何将线上渠道商的平台优势与线下渠道商的服务体验优势有效融合。本文基于消费者渠道偏好下制造商、线上和线下渠道商三者之间同时存在双向公平关切的情形,分别讨论有无公平关切下双渠道供应链集中与分散决策的系统定价与收益差异问题,在此基础上,引入批发价格折扣与服务成本共担契约对供应链各主体进行协调。研究表明:双向公平关切因素会进一步加剧双渠道供应链的"双重边际效应";横向和纵向公平关切系数对制造商和渠道商效用的影响趋势存在差异,且其可以分别增强和削弱消费者的讨价还价能力;通过将契约比例设置在一定区间内,能够促进制造商、线上和线下渠道商形成一个互补协作且融合的共赢模式。

Aiming at the issue of the consumer channel preference and bidirectional fairness concerns in the dual-channel supply chain, how to effectively integrate the platform advantages of online channel providers with the experience advantages of offline channel providers is explored. Based on the consumer preference, the coexist situation of bidirectional fairness concerns among manufacturers, online and offline channel providers is considered. It is necessary to further explore the difference between centralized and decentralized dual-channel supply chains in pricing decisions. The contract for wholesale price discounts and sharing service costs is introduced to coordinate various entities in the supply chain. The results show that:(1) The double marginalization effect of the dual-channel supply chain will be further aggravated by the factors of bidirectional fairness concerns.(2) The horizontal and vertical fairness concerns have different influence trends on the utility of manufacturers and channel providers, and can respectively strengthen and weaken the bargaining power of consumers.(3) When the consumer channel preference coefficient is within a certain interval, the increase of online channel and manufacturer’s profit can make up the losses of offline channel providers.(4)By setting the contract ratio within a certain range, it can promote manufacturers, online and offline channel providers to form a complementary and collaborative win-win situation.