B2C供应链最优决策及协调机制研究  

Optimal Decisions and Coordination Mechanism of B2C Supply Chain

作　　者：赵晓敏[1] 胡淑慧 ZHAO Xiaomin;HU Shuhui(Shanghai University,Shanghai,China)

机构地区：[1]上海大学管理学院

出　　处：《管理学报》2019年第2期306-316,共11页Chinese Journal of Management

基　　金：上海市哲学社会科学规划一般课题资助项目(2014BGL005)

摘　　要：针对B2C供应链中需求特征的复杂性和高退货现象,以制造商和零售商组成的两级供应链为研究对象,探讨网购环境下企业之间的最优决策和利益协调机制。考虑到消费者对产品质量和产品价格的敏感程度不同,进一步分析供应链企业在面对不同消费群体时的决策方案。研究表明,无论消费者对质量敏感还是对价格敏感,都存在最优产品质量和最优交货期使供应链成员的利润最大。相比价格敏感型消费者,当企业面对的是质量敏感型消费者时,在决策过程中应追寻相对更高的产品质量以获得最优利润。此外,只有当产品质量达到一定条件,供应链才能实现协调,而适当延长交货期可以使供应链协调相对容易实现,并且对于增加协调利润也有一定的正向作用。Considering the demand complexity and high returns phenomenon in B2C operation,this paper mainly studies the optimal decisions and coordination mechanism between a manufacturer and a retailer.Based on two types of consumers’scenarios,we discuss the decisions of supply chain for price-sensitive consumers and quality-sensitive consumers.The results show that whether consumers are sensitive to quality or price,there exists optimal product quality and optimal delivery time for the manufacturer and the retailer.Compared with price-sensitive consumers,company facing quality-sensitive consumers should pursue higher product quality to obtain optimal profits.In addition,the supply chain can achieve coordination only if the product quality reaches a certain requirement.Finally,we find the delivery time has an important influence on coordinating the supply chain.The numerical examples show that the supply chain is more easily coordinated when the delivery time is longer.

关 键 词：B2C供应链 供应链协调 收益分享合同 顾客退货 

分 类 号：C93[经济管理—管理学]