考虑产品替代性、互补性的多主体E-供应链决策  

Research on Decision-making of Multi-agent E-supply Chain Considering Substitutability and Complementarity of Products

作　　者：王玉燕[1] 于兆青 Wang Yuyan;Yu Zhaoqing(School of Management Science and Engineering,Shandong University of Finance and Economics,Jinan 250014)

机构地区：[1]山东财经大学管理科学与工程学院,济南250014

出　　处：《管理评论》2020年第5期255-268,共14页Management Review

基　　金：国家自然科学基金项目(71971129);山东省自然科学基金项目(ZR2014JL046).

摘　　要：考虑产品之间的替代性和互补性,文章构建了多主体E-供应链的分散决策模型和集中决策模型,分别给出它们的最优决策,然后,根据产品类型(替代性、互补性)不同,对E-供应链模型之间的最优决策进行比较,并分别设计了"佣金协调机制"。研究发现:(1)无论是替代性产品还是互补性产品,在集中决策下,网络平台的服务水平最高,E-供应链的总利润最大,而在分散决策下,掌控系统主导权的一方有利于提升自身的收益。(2)对于替代性(互补性)产品而言,网络平台的服务水平随着产品替代(互补)程度的增加而增加(减少),但产品的销售价格、制造商的收益、网络平台的收益均随着产品替代(互补)程度的增加而减少(增加)。(3)在集中决策下,替代性(互补性)产品的销售价格制定得最高(最低)。这些结论有利于进一步丰富完善E-供应链的理论基础。Considering the substitutability and complementarity of products,this paper constructs two decentralized decision-making models and a centralized decision-making model of a multi-agent e-supply chain and studies the optimal decisions of each model.Then,aiming at products that are different in terms of substitutability and complementary,this paper compares the optimal decisions of each model and respectively designs a coordination mechanism based on commission distribution for each model.The research indicates that:(1)The service-level of network platform and the profit of e-supply chain are the highest in centralized decision-making model no matter whether the products are substitutable or complementary.However,the dominant enterprises can increase their own profits in decentralized decision-making models.(2)As to the substitute(complementary)products,the service-level of platform increases(decreases)with the growth of the degree of products’substitutability(complementarity),but the sales price,manufacturer’s profit and platform’s profits decrease(increase)with the growth of the degree of products’substitutability(complementarity).(3)The sales price of substitute(complementary)products reaches the highest in centralized decision-making model.Therefore,these conclusions can enrich and improve the theoretical basis of e-supply chain.

关 键 词：E-供应链 协调 产品替代互补性 多主体 

分 类 号：F274[经济管理—企业管理]