需求与销售努力相关下混合渠道供应链协调研究  

On Coordination of Hybrid Channel Supply Chain with Effort Dependent Demand

作　　者：曲道钢[1] 郭亚军[1] 

机构地区：[1]东北大学工商管理学院,辽宁沈阳110004

出　　处：《运筹与管理》2010年第4期8-13,共6页Operations Research and Management Science

基　　金：国家自然科学基金资助项目(70472032)

摘　　要：建立了由一个制造商和一个分销商组成的混合渠道供应链模型,考虑了产品需求量与分销商的销售努力相关时,混合渠道供应链中分销商的订货量、销售努力的契约协调问题。并通过改进的收入共享契约使混合渠道供应链达到了分销商订货量和销售努力的同时协调。并进行了算例分析,比较了传统渠道供应链及混合渠道供应链以及供应链成员的利润变化情况,分析结果表明在一定契约参数条件下,制造商增加电子渠道对供应链及供应链成员都是有益的。We develop a single manufacturer single retailer two-echelon supply chain model which has hybrid channels with effort dependent demand.Coordination of order quality and sales effort is discussed in the following situations： traditional vs.hybrid channel supply chain.Coordination is achieved by the modified revenue sharing contract.We also illustrate our analytical results with numerical examples,and compare the supply chain members＇ profits.At last,based on the results of numerical examples,we give managerial insights for the manufacturers.

关 键 词：混合渠道 供应链协调 收入共享契约 销售努力 电子渠道 

分 类 号：F274[经济管理—企业管理]