基于SIS的病毒营销下供应链收益共享契约协调研究  

Research on Coordination of Supply Chain Revenue Sharing Contract under Viral Marketing Based on SIS Model

作　　者：刘铭涛 胡凌锋 LIU Ming-tao;HU Ling-feng(School of Business Administration,South China University of Technology,Guangzhou,Guangdong 510640)

机构地区：[1]华南理工大学工商管理学院,广东广州510640

出　　处：《供应链管理》2020年第8期57-66,共10页SUPPLY CHAIN MANAGEMENT

摘　　要：随着互联网技术及媒介平台的多样化发展,借助社交网络开展病毒式产品营销已然成为现在的研究热点。文章以一个二级供应链为研究对象,利用SIS在符合"小世界"特性的社交网络上的扩散过程来仿真模拟口碑信息在消费者社会关系网络上的传播过程,在病毒式产品营销产生的需求不确定场景下,通过建立制造商主导的Stackelberg博弈仿真模型,系统分析二级供应链成员在分散决策模式、集中决策模式和收益共享契约为协调机制下的运营绩效变化情况。研究结果表明,如果用户和用户间的关系网络链接越有序,或当用户之间的链接关系越紧密时,可适当降低零售商收益共享系数来达到供应链协调。With the diversified development of Internet technologies and media platforms,viral marketing with the help of social networks has become a research hotspot.This paper takes a two-echelon supply chain as the research object,and the spreading process of word-of-mouth information on consumer social network is simulated by using SIS model in the social network with the characteristics of"small world".In the context of uncertain demand generated by viral product marketing,a manufacturer-led Stackelberg game simulation model is established to systematically analyze the operational performance changes of two-echelon supply chain members under the coordination mechanism of decentralized decision mode,centralized decision mode and revenue sharing contract.The results show that if the network links between users are more orderly,or when the links between users are closer,manufacturers can increase the revenue sharing coefficient to achieve the coordination of supply chain.

关 键 词：病毒营销 收益共享契约 供应链协调 多智能体仿真 

分 类 号：TP391.3[自动化与计算机技术—计算机应用技术]