考虑异质性消费者和医保政策的药品双渠道供应链协调

Coordination of Drug Dual-channel Supply Chain with Heterogeneous Consumers and Health Insurance Policies

针对消费者在购药偏好上的异质性和我国现行医保政策在线上和线下渠道的差异性,考虑消费者效用,构建了药品双渠道供应链分散与集中决策模型,分析了消费者异质性对药品供应链成员和整体利润的影响,并在此基础上建立了药品双渠道供应链"建议批发价+收益共享"的契约协调模型。研究发现:注重药品品质消费者比例的提高,有利于提高零售商的利润,但在分散决策下对于供应链的整体利润不利,而契约协调可以使供应链整体的利润随着注重药品品质消费者比例的提高而明显提高;消费者药品自付比例的提高对制造商、零售商和供应链整体利润均有负向作用;契约系数在满足一定的条件下,制造商和零售商的利润可以达到帕累托最优。

Aiming at the heterogeneity of consumers’drug purchase preferences,the differences between online and offline channels of my country’s current medical insurance policies,and combining consumer utility,a decentralized and centralized decision-making model for a dual-channel drug supply chain is constructed,and consumers are analyzed.The impacts of heterogeneity on the members of the drug supply chain and the overall profit are analized,and on this basis,the“suggested wholesale price+revenue sharing”contract coordination model of the drug dual-channel supply chain has been established.The study shows that the increase in the proportion of consumers paying attention to the quality of medicines is conducive to increasing the profits of retailers,but it is detrimental to the overall profits in the decentralized decision of drug supply chain.However,the contract coordination can significantly increase the overall profits of the supply chain increase with the proportion of consumers who pay attention to the quality of medicines;the increase in the proportion of consumers paying for drugs is harmful to drug manufacturer,retailer and the overall profit of the drug supply chain;when the contract coefficient under certain conditions,the profit of drug manufacturer and retailer can reach Pareto optimal.