公平关切下“前置仓模式”生鲜供应链决策与协调研究

A Research on Decision-makings and Coordination of Fresh-product Supply Chain in“Pre-Position Warehouse Mode”under Fairness Concern

针对由生鲜产品供应商和“前置仓模式”下的生鲜电商组成的二级供应链保鲜努力水平和“最后一公里服务”努力水平偏低的问题,从公平关切视角探究其原因。运用博弈论方法,通过建立Nash讨价还价模型,分析与比较不同公平关切情形下供应链主体的最优决策以及与之对应的收益和效用。结果表明,供应商的公平关切会降低生鲜电商保鲜努力水平和“最后一公里服务”努力水平,而且供应链成员的公平关切总是伴随着各自渠道收益比的提升和供应链总效用的损失。最后,通过设计“收益共享+成本分担”混合契约,提高电商保鲜努力水平和“最后一公里服务”努力水平,使供应链总效用达到最优。数值分析验证了相关结论。

In view of the low level of fresh-keeping efforts and“last kilometer service”efforts of the two-echelon supply chain consisting of a fresh product supplier and an online fresh product retailer in"pre-position warehouse mode",the reasons were explored from the perspective of fairness concern.By using the game theory method and establishing the Nash bargaining model,optimal decision-makings as well as the earnings and utility of the supply chain were analyzed and compared under different fairness concern conditions.The result indicates that the supplier's fairness concern can lower the online retailer's fresh-keeping efforts and the“last kilometer service”efforts.Moreover,fairness concerns of supply chain members are generally accompanied by an increase of their earnings ratio and the loss of the total supply chain utility.Finally,the efforts level of fresh-keeping and“last kilometer service”can both be improved,and the total utility of the supply chain can be optimized by the hybrid contract which emphasizes earnings and cost sharing.The result was verified by a numerical analysis.