风险规避下电商闭环供应链的模式选择研究

Study on the Mode Selection of E-Commerce Closed Loop Supply Chain Under Risk Aversion

构建了制造商与电商平台组成的电商二级闭环供应链,现阶段主要有两种产品销售模式:批发和直销模式,在这两种销售模式下,回收服务可以由电商平台承担,也可以由制造商承担.销售模式与回收服务策略的结合产生了四种典型的运营模式:批发直接回收(SM),批发委托回收(SR),直销直接回收(MM),直销委托回收(MR).在此基础上,分析供应链成员风险规避行为对定价回收和运营模式选择的影响.研究发现:1)当制造商风险规避时,大部分情况下制造商更偏好MM模式,电商平台的选择则受到风险规避和佣金率的联合影响,如果佣金率较大,在风险规避程度不高时选择MR模式,在风险规避程度较高时选择SR模式.2)当电商平台风险规避时,制造商在风险规避程度较低且佣金率较小时选择MM模式,风险规避程度较高且佣金率较大时选择SM模式;电商平台在风险规避程度较低时,随佣金率的增大,最优决策从SM模式转为MR模式.此外,研究发现回收补偿水平提高使得制造商更偏好委托回收模式.最后,考虑电商平台先确定销售模式制造商再确定回收模式的战略互动情景来探讨不同风险规避程度下的均衡模式.

The e-commerce secondary closed-loop supply chain composed of the manufacturer and e-commerce platform has been constructed.At this stage,there are two main product sales modes:Wholesale and direct sales modes,in which the recycling service can be undertaken by the e-commerce platform or manufacturer.The combination of the sales model and the recycling service strategy generates four typical operation models:Wholesale direct recycling(SM),wholesale entrusted recycling(SR),direct marketing direct recycling(MM),direct marketing entrusted recycling(MR).On this basis,the impact of risk aversion behavior of supply chain members on pricing,recycling and operation mode selection is analyzed.It is found that:1)When the manufacturer is risk-averse,the manufacturer prefers MM mode in most cases,while the choice of e-commerce platform is affected by the combination of risk aversion and commission rate,and if the commission rate is large,the manufacturer chooses MR mode when the degree of risk aversion is low,and chooses SR mode when the degree of risk aversion is large.2)When the e-commerce platform risk-averse,the manufacturer chooses MM mode when the degree of risk aversion and commission rate is small,and chooses SM mode when the degree of risk aversion and commission rate is large;When the e-commerce platform has a low degree of risk aversion,the optimal decision-making is shifted from the SM mode to the MR mode with the increase of the commission rate.In addition,it is found that the increase in the level of recycling compensation makes the manufacturer prefer the commissioned recycling model.Finally,the strategic interaction between the e-commerce platform in first determining the sales model and the manufacturer then in determining the recycling model is considered to explore the equilibrium models under different levels of risk aversion.