基于评论激励和质量激励的网购供应链协调研究

Coordination of Online Shopping Supply Chain Based on Review Incentives and Quality Incentives

针对如何有机结合评论激励和质量激励以实现更优的供应链协调效果,以电商平台、商家和消费者组成的三级网购供应链为研究对象,运用博弈论方法构建考虑消费者评论影响的网购供应链协调模型。通过对模型最优决策的求解分析和数值模拟,讨论单独实施评论激励或质量激励和同时实施两种激励,以及不同质量影响系数、不同消费者评论影响系数、不同消费者评论成本下的协调情况。结果显示,电商平台通过采用适当的评论激励和质量激励,能够在提升商品质量和消费者评论意愿的同时实现网购供应链的协调。为此,电商平台应对不同价值商品设置不同程度的激励水平,且两种激励的实施要相互配合以达到最优的协调效果。

In order to organically combine comment incentives and quality incentives to achieve better supply chain coordination effects,the three-level online shopping supply chain composed of e-commerce platform,merchants and consumers is taken as the research object,and the method of Game Theory used to construct an online shopping supply chain coordination model considering the impact of consumer comments.Through the solution analysis of the model's optimal decision and numerical simulation,the coordination of online shopping supply chain is discussed under the implementation of review incentives or quality incentives alone and the implementation of these two incentives simultaneously,as well as different quality impact coefficients,different consumer reviews impact coefficients,and different consumer reviews costs.The result shows that the e-commerce platform can use review incentives and quality incentives to coordinate the online shopping supply chain while improving product quality and consumer willingness to write reviews.To this end,the e-commerce platform should set different degrees of review incentives and quality incentives for different value commodities,and the two incentives must cooperate to achieve the best coordination.