考虑运营努力水平和物流服务水平的社区团购供应链协调

Coordination of Community Group-buying Supply Chain Considering Operational Effort Level and Logistics Service Level

针对由一个社区团购平台和一个团长组成的两级供应链,在考虑社区团购平台的物流服务水平、团长的运营努力水平和价格均会影响市场需求的前提下,构建了集中式与分散式下的社区团购供应链决策模型,采用Stackelberg博弈求解了物流服务水平、运营努力水平等决策变量的最优取值,并应用matlab验证了集中式决策下的利润总是高于分散式决策。在此基础上,设计了“服务水平质量奖惩”的激励机制,通过合理设计契约参数实现了社区团购供应链协调。结果表明:当消费者对供应链效率的要求越来越高时,或者对团长端的售后、配送等各方面体验越来越关注时,平台、团长均需相应地提高自身的努力水平;在一定的收益分配范围内,所设计的协调机制能够协调供应链,在提升运营努力水平和物流服务水平的同时,也提高了双方的收益。

In this paper,we looked at a two-level supply chain composed of a community group buying platform and a group leader.Considering that the logistics service level of the community group buying platform,the operational effort level of the group leader and price would all affect market demand,we established respectively a centralized and decentralized decision-making model of the community groupbuying supply chain,used the Stackelberg game model to solve it and obtain the optimal value for the decision variables such as logistics service level and operational effort level,and proved through Matlab analysis that the profit of the supply chain was always higher under centralized decision-making than that under decentralized decision-making.On this basis,we designed the service level and quality reward and punishment mechanism,and coordinated the community group-buying supply chain through reasonable contract parameterization.The result showed that with higher consumer requirement for supply chain efficiency,or for perceived satisfaction of the after-sales and distribution services,etc.,from the group leader,both the platform and the group leader should increase their own efforts accordingly;and under certain revenue distribution plans,the coordination mechanism designed could coordinate the supply chain,which not only led to higher levels of operational effort and logistics service,but also higher income for both parties.