O2O模式下的供应链协调研究  

Study on Supply Chain Coordination under O2O Business Model

作　　者：张俊[1] 陈宏[1] 张悟移[2] 

机构地区：[1]电子科技大学经济与管理学院,成都611731 [2]昆明理工大学管理与经济学院,昆明650093

出　　处：《技术经济》2016年第6期101-107,共7页Journal of Technology Economics

基　　金：国家自然科学基金项目"O2O业务模式下的供应链参与者决策与协调机制及方法的研究"(71472026);高等学校博士学科点专项科研基金资助课题"非常规突发事件下的应急救助物资管理研究"(20110185110022)

摘　　要：构建了"线上至线下"的O2O模式下由一个供应商和一个O2O零售商构成的供应链运作模型。具体运作过程如下:供应商将一种短生命周期产品通过O2O平台上的零售商(O2O零售商)卖给消费者,消费者在线下接收所订购的产品并给予相应的评价;O2O平台上的零售商将产品配送业务外包给第三方物流公司并支付相应的配送费用。研究了供应链中的生产计划制定好后供应商如何使用供应链契约协调观察到需求发生偏差后的供应链。研究表明:在集中决策下,当需求偏差在一定范围时,供应商不需调整原有的生产计划,只需调整零售价格;当需求偏差超出一定范围时,供应商需要调整生产量和零售价格;在分散决策下,供应商使用数量折扣契约协调此时的O2O供应链。This paper establishes a supply chain under O2O model which is composed of one supplier and one O2O retailer.In this supply chain,the retailer sells product to customers by using O2O e-commerce platform,and the customers evaluate the online shopping after they receive the product offline,and the retailer＇s product distribution is outsourced to a third-party logistics company.It discusses how to coordinate the O2O supply chain when the supplier observes the demand deviation happens after formulating its production plan.The result shows as follows：in the condition of centralized decision,the supplier only needs to adjust retail price when the demand deviation is in a certain range;the supplier needs to adjust retail price and production quantity when the deviation is large enough;in the condition of decentralized decision,the supplier uses an improved quantity discount contract to coordinate the disrupted O2O supply chain.

关 键 词：O2O模式 供应链协调 营销渠道 供应链契约 

分 类 号：F274[经济管理—企业管理]