基于物流服务的网购服务供应链决策的博弈模型研究

The Research of Online Shopping Service Supply Chain Decision Game Model based on Logistics Service

随着顾客在网购过程中对物流服务能力的期望日益升高,网络零售商对网购服务供应链的物流服务能力采取优化策略成为了必然选择。通过模型分析,当网络零售商根据物流服务性价比进行订单分配决策时,提升服务性价比所引起的订单量的增加会激励各物流服务商提升其物流服务能力;随着物流服务性价比的提升,商品的零售价格也随之上升,并使网络零售商获得更多的利润;当网络零售商为中性偏好时,随着物流服务性价比的订单影响系数的增加,平台自营物流的服务能力的提升要高于第三方物流。因此网络零售商最终会选择平台自营物流为其提供服务。

With the increasing expectation of customers on the logistics service capability in the process of online shopping,it has become an inevitable choice for online retailers to adopt an optimization strategy for the logistics service capability of online shopping service supply chain.Considering the impact of logistics service cost performance on logistics service capability in allocation rules,this paper establishes price and logistics service sensitive demand functions.Then constructing a game model of online shopping service supply chain decision-making,which is composed of online retailers and logistics service providers under two logistics modes.According to the model analysis,the increase of order volume caused by improving service cost performance will encourage logistics service providers to improve their logistics service capacity when online retailers made order allocation decisions by its logistics services cost performance.