考察偏好性服务投资影响的双渠道供应链双向协调措施

Interactive Coordination Measures in a Dual-channel Supply Chain Considering the Impact of Preferential Service Investment

在同时采用传统分销与电子直销两种销售模式的双渠道供应链中,引入下游零售商的互惠与自利两种偏好性服务投资行为,以产品销量具有价格与服务双重敏感性为前提,构建基于客户效用的产品销量表达式,探讨了零售商的偏好性服务投资对自身及上游供应商的决策及收益的影响。针对由零售商两种偏好性服务投资引起的供应商收益正向溢出效应及负向溢出效应问题,分别提出通过直销渠道收益共享契约及双向渠道收益共享契约实现双方收益Pareto改进的设想及方案,并通过具体算例对理论分析与方案设计进行验证。

This paper introduces two types of preferential service investment(reciprocal&self-interest)of downstream retailers in a dual-channel supply chain that adopts both traditional distribution and online direct sales modes.On the premise that product sales are sensitive to both prices and service,product sales are formulated based on customer utility to explore the impact of retailer preference service investment on decisions and profits of retailer themselves and upstream suppliers.Revenue sharing contracts through direct sales channels and dual channels are proposed aiming at the positive and negative spillover effects of supplier revenue,respectively,caused by the two types of preferential service investment of retailers,to achieve Pareto improvement of both sides’revenue.Simulation examples are used to verify the theoretical analysis and experiment design.