退货问题下的在线零售商最优采购量研究  

Optimal Purchase Quantity of On-line Retailers under Returns Issue

作　　者：孙军[1] 徐路恒[1] 刘宇[1] 

机构地区：[1]北京化工大学经济管理学院,北京100029

出　　处：《管理科学》2014年第6期114-120,共7页Journal of Management Science

基　　金：2012年国家级"大学生创新创业训练计划"基金(zd2012009);2012年北京化工大学大学生科技创新基金(201210010014);"航天万达高技术开发中心电子商务B2C交易系统开发与研究"项目(H2011237)~~

摘　　要：供销渠道的多样性,使制造商与零售商间关系复杂性不断加大,信息不对称引发的问题越来越突出,电子商务中在线零售商退货问题成为影响在线采购的关键因素。考虑在线零售商退货问题对在线采购策略的影响,研究单位产品生产成本信息对称和不对称时在线零售商的最优采购量问题。在信息对称时,应用极大值原理求得在线零售商最优采购量;在信息不对称时,应用委托代理理论中的揭示原理构建在线零售商采购决策模型,通过最优控制理论得到在线零售商的最优采购量,并对该问题进行算例分析。研究结果表明,成本信息不对称时在线零售商的采购量比信息对称时在线零售商的采购量有所下降,因此在线零售商可提供契约促进双方实现具有改善的帕累托次优结果。The diversity of supply channels leads to increased complexity of relationship between manufacturers and retailers. In this situation, the issues caused by asymmetry information should not be ignored any more. Returns of on-line retailers in e-commerce has been the critical factor of on-line purchase. Considering the impact of on-line retailers＇ returns on on-line purchasing strategy, this study analyses optimal purchase quantity for on-line retailers when unit product cost information is symmetrical or a- symmetrical. In symmetric information case, the optimal purchase quantity will be obtained by maximum principle; in asymmet- ric information case, the on-line retailer＇s decision-making model is established by revelation principle according to the principal- agent theory, the analytic solution is given through optimal control theory, and a numerical example is used to analyze the conclu- sion. The results show that on-line retailer＇s purchase quantity under asymmetrical cost information conditions is less than that under symmetrical cost information conditions. So the on-line retailer should provide contract in order to realize the improved Pareto sub-optimal results.

关 键 词：供应链 成本信息 采购策略 委托代理理论 最优控制理论 

分 类 号：F713.365.1[经济管理—产业经济]