考虑小微零售商公平关切的平台供应链网络均衡研究

Network Equilibrium of Platform Supply Chain Considering Fairness Concerns of Micro-sized Retailers

平台作为数字经济新业态下快速崛起的新型组织形态,在链接整合上游供应资源的同时,对接下游小微零售企业需求,在集采集存集配的平台供应链体系中发挥着越来越重要的作用。本文通过构建包含多个制造商、分销商(平台运营商和传统分销商)、小微零售商及需求市场在内的供应链网络模型,运用变分不等式刻画供应链成员的最优运作策略及其均衡条件,揭示小微零售商公平关切行为及平台服务水平对供应链各层级均衡决策的影响。研究结果表明:平台运营模式下,考虑小微零售商公平关切行为,其关切程度越高,供应链网络整体获利越多,平台供应链为小微零售商实现公平提供可能;平台通过增加成本投入提高服务水平,但必须有效控制投入产出比,当服务水平在[0.3,0.5]区间时,有助于平台及供应链整体协调;与单方面考虑小微零售商公平关切或平台服务水平相比,同时兼顾二者,供应链整体利润更优。

As a new organizational form rising rapidly under the development of digital economy, platform has become the core subject of the development of new forms of platform economy by connecting and integrating upstream supply resources and meeting the needs of downstream small retail enterprises. This paper constructs a supply chain network consisting of multiple brand operators, distributors(platform operators and traditional distributors), micro-sized retailers and demand markets, describes the optimal operation strategy and equilibrium conditions of supply chain members by using variational inequality, and reveals the influence of micro-sized retailers’ fair concern behavior and platform service level on equilibrium decision-making at all levels of the supply chain. The results show that when considering the fair concern behavior of micro-sized retailers under the platform operation mode, the greater the concern degree is, the higher the profit of the main body of the supply chain network will be, thus providing the possibility for small retailers to realize fairness. When the service level of the platform improves, the corresponding service cost increases. When the service level is within the range of [0.3,0.5], it is conducive to the overall coordination of the supply chain. The overall profitability of the supply chain is better when both the equity concerns of small retailers and the level of service provided by the platform are taken into account than when only one of the factors is taken into account.