O2O模式下考虑促销努力的零售商双渠道供应链决策与协调研究  

Research on the Decision and Coordination of the Retailer- owned Dual- channel Supply Chainunder Promotion Effort in the O2O Model

作　　者：张婷婷[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,四川成都611731

出　　处：《物流工程与管理》2015年第11期151-152,共2页Logistics Engineering and Management

基　　金：国家自然科学基金(71472026)

摘　　要：O2O模式作为线下商务与互联网连接的新模式,将在线平台和线下实体店进行整合,实现渠道互通,给消费者带来了全新的消费体验。在O2O模式下考虑零售商进行的促销努力投入,探讨零售商双渠道的定价与协调问题,通过刻画零售商供应链利润函数,建立Stackelberg主从博弈模型,求出供应链集中决策与供应链分散决策下的均衡解,然后设计二部线性契约缓解渠道冲突,协调分散决策下的零售商双渠道供应链。研究表明,在O2O模式下,零售商需统筹线上渠道和线下渠道的促销努力投入,实现渠道联动式促销。在供应链分散决策下,二部线性契约可以协调零售商双渠道供应链。O2O model is a new model of the combination of business and the Internet,which integrates online platform and offline store to achieve the channel,so as to bring consumers a new consumer experience. We consider the retailer＇s promotional effort in O2 O mode,and discuss the pricing and coordination of the retailer- owned dual- channel supply chain. Through the characterization of the retailer- owned dual- channel supply chain profit function,we establish the Stackelberg master slave game model to find out the equilibrium solution of supply chain centralized decision and supply chain decentralized decision,then design the two linear contract to ease the channel conflict,and coordinate decentralized decision- making supply chain of retailers. Research shows that in the O2 O mode,retailers need to co- ordinate online and offline channels of marketing effort to achieve the channel linkage type promotions. Under the decentralized decision- making of supply chain,the two linear contracts can coordinate the retailer- owned dual- channel supply chain.

关 键 词：O2O模式 零售商双渠道 促销努力 STACKELBERG博弈 

分 类 号：F274[经济管理—企业管理]