零售商不同风险偏好下混合渠道供应链创新协作策略  

Mixed Channel Supply Chain Innovation Collaboration Strategy under Retailer's Different Risk Preferences

作　　者：田巍[1] 陈思源[1] 黄晗[1] 

机构地区：[1]广西财经学院工商管理学院,广西南宁530003

出　　处：《工业工程与管理》2017年第6期114-120,127,共8页Industrial Engineering and Management

基　　金：国家自然科学基金资助项目(71461001;41461110);广西高校科学技术研究项目(2013YB211);广西社科规划项目(13FGL002)

摘　　要：当制造商在线直销渠道和零售商传统渠道产品销售价格存在不确定性,利用CVaR构建的决策者不同风险态度模型,研究了零售商具有不同风险偏好时,零售商订货与混合渠道供应链制造商创新投入降低边际运作成本的决策问题。研究结果表明,与传统供应链下游竞争有利制造商创新投入不同,由于制造商直销渠道直接参与市场竞争,当混合渠道间竞争强度增大,制造商创新投入力度反而减小;制造商直销渠道潜在需求份额更大时,对其创新投入力度有促进作用。而零售商喜好风险,将使供应链的创新投入力度增强、渠道的总需求增加、消费者福利得到提高。接着对创新成本分担对供应链的影响进行分析,提出了成本分担与二部定价混合契约的供应链创新协作策略。Using the decision model of different risk preferences according to the conditional value-at-risk （CVaR）and under the uncertainty setting of mixed channel product prices, a retailer＇s order quantity and a manufacturer＇s innovation investment decision for mixed channel supply chain were studied under the retailer＇s different risk preferences. Contrasting with traditional supply chain manufacturer＇s innovation investment benefiting from the downstreams＇ competition, the results show that the innovation investment intensity of manufacturer decreases as the channel competition intensity increases owing to the manufacturer＇s participating in channel competition directly. When the manufactureCs market potential ratio of direct channel is relatively bigger, it tends to invest more in innovation. The retailer＇s risk preference will increase the innovation investment intensity, the whole demand of mixed channel and consumers＇ welfare. Then the effect of innovation investment shared with the supply chain numbers was analyzed. A supply chain innovation collaboration method compounding investment sharing and two-part tariff contract was proposed.

关 键 词：供应链 风险偏好 创新投入 博弈 混合渠道 

分 类 号：F224.32[经济管理—国民经济]