双渠道生鲜供应链中电商平台需求信息共享决策

Decision-making on Demand Information Sharing of E-commerce Platform in Dual-channel Fresh Food Supply Chain

在生鲜供应链管理中,减少生鲜损耗一直是行业关注的重点。现有研究主要分析单渠道供应链中通过电商平台与供应商共享市场需求信息以优化供应商保鲜投入。然而,现实中供应商不仅通过电商平台销售产品,而且建立直销渠道销售产品,即零售渠道和直销渠道并存。基于此,建立电商平台与供应商的博弈模型,探究双渠道供应链中电商平台需求信息共享决策。研究发现,尽管电商平台与供应商共享市场需求有助于增加供应商和供应链利润,但是电商平台并非总是与供应商共享市场需求信息。具体而言:当供应商保鲜投入成本系数较低时,电商平台有动机与供应商共享市场需求信息;否则,电商平台没有动机与供应商共享市场需求信息。此外,针对电商平台拒绝与供应商共享市场需求信息的情形,设计信息共享补偿机制,以促使电商平台与供应商共享市场需求信息,并验证其有效性。

One of the constant concerns of the fresh food supply chain industry is reducing spoilage.Existing studies mainly focus the sharing of market demand information between the supplier and the e-commerce platform in a single-channel supply chain to optimize the supplier's fresh-keeping input.However,in reality,the supplier not only markets its products through the e-commerce platform,but may also establish a direct sales channel.In other words,there may co-exist a retail channel and a direct sales channel.Based on this,in this paper,we established a game model between the e-commerce platform and the supplier to explore the decision-making for the sharing of the ecommerce platform demand information in a dual-channel supply chain.Through the study we found that,although sharing the market demand information between the e-commerce platform and the supplier could help increase the profit of the supplier and the supply chain overall,the e-commerce platform would not always share the market demand information with the supplier.Specifically:when the supplier's fresh-keeping input cost coefficient is low,the e-commerce platform has an incentive to share the market demand information with the supplier;otherwise,the e-commerce platform is not motivated to share the market demand information with the supplier.In addition,in response to the situation where the e-commerce platform refuses to share the market demand information with the supplier,we designed an information sharing compensation mechanism to prompt the e-commerce platform to share the market demand information with the supplier,and at the end verified its effectiveness.