供应商风险规避下平台商的销售模式选择研究

Sales mode selection of e-tailer under supplier risk aversion

基于1个供应商和1个平台商组成的供应链,通过考虑供应商的风险规避特性,建立了混合模式、转售模式以及代理模式下的均值-方差模型,研究了供应商风险规避下平台商的最优销售模式选择问题。研究发现:当佣金率较低时,无论供应商的风险规避程度大小,平台商应始终选择转售模式;当佣金率较高时,若供应商的风险规避程度较小,平台商应选择混合模式,若供应商的风险规避程度较大,平台商应选择转售模式。供应商的风险规避程度越大对自身越不利,但在转售模式下和混合模式的某些情形下对平台商越有利。当佣金率和供应商的风险规避程度在一定区间内时,平台商选择混合模式可以实现供应链成员的共赢。

In this paper,we focus on a supply chain consisting of a supplier and an e-tailer which has an online plat-form.By considering the supplier’s risk-aversion character,we establish the mean-variance models under the hybrid mode,reselling mode and agency mode.Through comparing and analysing the equilibrium solutions of these models,we explore the optimal sales mode selection of the e-tailer when the supplier is risk-averse.The results show as follows:when the commission rate is low,the e-tailer’s optimal choice is the reselling mode regardless of the supplier’s risk-aver-sion degree;when the commission rate is high,the e-tailer’s optimal choice is the hybrid mode if the supplier’s risk-aversion degree is small,otherwise,the e-tailer’s optimal choice is the reselling mode.No matter which sales mode the e-tailer chooses,the supplier will suffer from its own increased risk-aversion degree;under the reselling mode and the spe-cific circumstance of the hybrid mode,the e-tailer will benefit from the supplier’s increased risk-aversion degree.When the commission rate and the supplier’s risk-aversion degree are within a certain range,adopting the hybrid mode by the e-tailer can achieve a win-win situation for the supply chain members.