考虑服务竞争的O2O供应链决策与协调  

Decision-making and coordination in an O2O supply chain when service competes

作　　者：吴晓志[1] 陈宏[1] 张俊[1] 

机构地区：[1]电子科技大学经济与管理学院,成都611731

出　　处：《控制与决策》2015年第8期1453-1461,共9页Control and Decision

基　　金：国家自然科学基金项目(71472026);教育部人文社科基金项目(11YJA630141;12YJA630174);高等学校博士学科点专项科研基金项目(20110185110022)

摘　　要：O2O模式下的双渠道供应链颠覆了传统的渠道价格竞争模式、价格协同机制和服务水平,已成为决策的关键要素.当供应链发生需求和服务替代系数突变时,通过KKT条件求出不同扰动情形下制造商垂直O2O供应链和零售商水平O2O供应链的决策值,然后设计了两部定价契约协调需求和服务替代系数同时扰动下的O2O供应链.研究表明,两部定价契约可以协调零售商O2O供应链,当突变范围较大时,作为博弈主导方的零售商将放弃加价销售,转向收取固定的转移支付.The dual-channel supply chain under O2 O mode completely changes price competition in the traditional channels.Price mechanism and service level have become two key factors in the operation of O2 O supply chains. When the disruptions of the market demand and the service substitution coefficient in the supply chain take place, the decision value under different scenarios in the vertical manufacturer＇s O2 O supply chain and the horizontal retailer＇s O2 O supply chain can be obtained by using KKT conditions. The two-part-tariff contract is used to coordinate the O2 O supply chain when the disruptions of the market demand and the service substitution coefficient occur simultaneously. The result shows that the two-part-tariff contract can coordinate the retailer＇s O2 O supply chain with disruptions. When the disruptions are large, as the leader of the Stackelberg game, the retailer gives up increasing retail price and turns to charge fixed transfer payment.

关 键 词：O2O供应链 扰动 两部定价契约 博弈论 

分 类 号：F224[经济管理—国民经济]