搭便车效应下双渠道供应链收益共享契约设计  

The Design of Dual-channel Supply Chain Revenue Sharing Contract under the Free-riding Effect

作　　者：池方圆 徐庆[1] 陈婷婷 CHI Fang-yuan;XU Qing;CHEN Ting-ting(Business School,Qingdao University,Qingdao 266100,China)

机构地区：[1]青岛大学商学院

出　　处：《数学的实践与认识》2018年第18期39-53,共15页Mathematics in Practice and Theory

基　　金：国家自然科学基金(71471112:网络环境下,基于用户差异化选择行为的多产品竞争理论研究);青岛市应用基础研究计划项目(14-2-4-57-jch:OEM制造外包业务中信息共享对供应链绩效影响的研究)

摘　　要：考虑由一个制造商和一个零售商组成的双渠道供应链，制造商在拥有传统零售渠道的同时自行开辟网络直销渠道，在只存在网络直销渠道搭传统渠道服务便车的情况下，引入服务水平变量，基于两层优化理论建立了Stackalberg博弈模型，给出了制造商和零售商的均衡定价和最优服务水平．基于最优结果，研究了搭便车系数的变化对供应链成员定价及服务水平决策、双渠道需求和利润的影响．研究发现，搭便车现象抑制了零售商提供服务的积极性，降低了市场需求，对制造商和零售商的利润造成了负面影响．基于搭便车现象的负面影响，建立了基于收益共享的协调机制模型，并给出了均衡解存在的条件．数值结果表明，在一定条件下，采用收益共享机制后，零售商提供的服务水平提高了，市场需求扩大了，制造商和零售商的利润得到了改善．Considering a dual channel supply chain consisting of a manufacturer and a retailer, the manufacturer has a traditional retail channel while opening up its own network of direct sales channels. In the case of only the existence of direct channel channels to take the traditional channels of service vehicles, we introduce the service level variable and establish the Stackalberg game model based on the two-layer optimization theory, and give the optimal solution, and analyze the influence of the change of the rider number on the pricing and service level decision of the supply chain, the demand and the profit of the dualchannel. The study found that the free-rider phenomenon inhibited the enthusiasm of retailers to provide services, reduced market demand and had a negative impact on the profits of manufacturers and retailers. Based on the negative impact of the free-rider phenomenon, this paper designs a supply chain coordination mechanism based on revenue sharing to encourage retailers to improve the service level, reduce the free ride behavior, coordinate the conflict between channels and improve the performance of the whole supply chain. The results of numerical analysis show that the service level provided by the retailer is improved and the market demand is expanded after the profit sharing mechanism is adopted, and the profit of the manufacturer and the retailer is improved under certain conditions.

关 键 词：搭便车 双渠道 供应链协调 

分 类 号：F274[经济管理—企业管理]