推广溢出效应下O2O农产品供应链联合契约协调

Joint Contract Coordination of O2O Agricultural Product Supply Chain under Promotion Spillover Effect

一个农产品线上平台和一个农产品线下实体店组成的供应链系统中,考虑线下对线上推广溢出效应下O2O供应链的利益协调。通过Stackelberg博弈与系统合作,对比分散和集中模式下的最优决策,发现合作能够使供应链利益分配更加合理,随后建立“成本分担与订货风险共担”联合契约。结果表明,推广溢出效应能够在不影响线下利益的情况下,扩大需求,促进双方利益增加;联合契约能够有效协调供应链,提高订货量和推广水平,实现利益最大化与各方共赢。

In the supply chain system consisting of an online agricultural product platform and an offline physical store of agricultural products,the benefit coordination of the O2O supply chain under the spillover effect of offline to online promotion is considered.Through Stackelberg game and system cooperation,the optimal decision-making under the decentralized and centralized mode is compared,and it is found that cooperation can make the distribution of supply chain benefits more reasonable.Subsequently,a joint contract of"cost sharing and order risk sharing"is established.The results show that the promotion spillover effect can expand the demand and promote the increase of the interests of both parties without affecting the offline interests;and that the joint contract can effectively coordinate the supply chain,increase the order quantity and promotion level,and realize the maximum benefit and win-win situation for all parties.