基于社区O2O模式的生鲜零售商转型物流决策与供应链契约协调

A Study of the Fresh Retailer's Optimal Logistics Decision in Transformation Based on Community O2O Mode and the Coordination of Supply Chain

为研究传统生鲜零售商转型社区O2O模式下的生鲜电商的最优物流决策,基于消费者效用理论,引入便利度函数,构建零售商线下单渠道销售、转型电商后自营物流和外包给第三方物流服务商3种策略下的决策模型,比较零售商的产品定价、努力水平和服务范围的变化。以第三方物流服务商为领导者的二级供应链系统中,采用Stackelberg博弈方法求得均衡状态下双方的最优决策,并设计“收益共享+成本共担”的协调契约。研究结果表明,线下销售策略主要以低价和中等质量的产品服务吸引顾客消费,其利润很大程度取决于服务范围内的生鲜产品潜在需求;自营物流策略下的零售商对消费者需求变化的响应更为积极,其产品定价、保鲜和配送服务努力水平对消费者偏好组合的依赖性高;物流外包策略的服务范围大,消费者敏感度变化对其利润水平影响较小;协调契约对第三方物流服务商的激励作用较大,并有效提高供应链整体利润及消费者效用。根据数值分析,当契约比例均为0.85时,供应链实现协调。

In order to study the optimal logistic decision-making of the traditional retailer when he develops the online sales channels in the community online to offline mode,based on the consumer utility theory,employing a function of convenience,the decision-making models under three strategies of retailer sales offline,sales online and operating in self-logistics,and cooperating with a third-party logistics service provider are constructed,to analyze the changes in retailer's optimal product pricing,optimal effort level and optimal service scope.In the two-level supply chain system with a third-party logistics service provider as the leader,a Stackelberg game is employed to obtain the optimal decision-making of both parties in the equilibrium state,and a coordination contract of"revenue sharing+cost sharing"is designed.The results show that offline sales strategy attracts consumers by lower price and moderate quality product,and its profits largely depend on the potential demand of fresh products within the service scope;the retailer under the self-logistics strategy has a more positive response to changes in consumer demand,the product pricing,preservation and distribution service effort level is highly dependent on the combination of consumer preferences;logistics outsourcing strategy has a wide range of services,and the change of consumer sensitivity has little impact on its profit level;the coordination contract has a greater incentive effect on the third-party logistics service providers,and effectively improves the overall profits and consumer utility of the supply chain.According to the numerical analysis,when both the contract ratios are 0.85,the supply chain achieves coordination.