服务质量影响市场需求下资金约束型网购供应链协调研究  

E-commerce Supply Chain Coordination with Capital Constraints under Service Quality Affecting Market Demand

作　　者：徐娜 白世贞[2] XU Na;BAI Shi-zhen(School of Business Administration,Shandong Technology and Business University,Yantai 264005,China;School of Management,Harbin University of Commerce,Harbin 150028,China)

机构地区：[1]山东工商学院工商管理学院,山东烟台264005 [2]哈尔滨商业大学管理学院,黑龙江哈尔滨150028

出　　处：《中国管理科学》2020年第10期109-117,共9页Chinese Journal of Management Science

基　　金：山东省社会科学基金资助项目(17DGLJ11);国家自然科学基金资助项目(71671054,71371061);山东省自然科学基金资助项目(ZR2017BG017);山东工商学院博士启动基金资助项目(BS201724)。

摘　　要：高质量发展服务业已经写入国家战略,其重要性在以顾客需求为导向的网购市场经济中尤为突出。企业服务质量直接决定顾客的购物体验。在供应链意图改善顾客体验但零售商受资金约束的背景下,考虑服务质量对市场需求的影响,设计回购契约与“基于目标销售量的信用契约”组合,构建资金约束型网购供应链协调决策模型,并对其进行求解以获得供应链最优经营策略。研究结果显示,运用最优策略不仅有助于缓解零售商的资金压力,而且能激励其提高服务质量,改善顾客购物体验;所得契约设计不仅能实现网购供应链协调,而且能实现供应链总利润在节点企业之间的任意分配,提高了契约的操作性,保障了最优策略的有效性。Service development with high quality has been written into national strategy.It is especially important in e-commerce with customer oriented.The service quality directly determines the shopping experience of customers,thus influencing the success rate of transactions and ultimately influencing the development of online shopping market.However,online sellers continue to encounter several challenges.Among the total complaints in China in 2017,approximately 60.59%are related to online shopping.The poor product quality,the difficulty of returns and obtaining a refund,and false promotion are the most common consumer complaints,which significantly decrease the shopping experience quality of online consumers,and hinder the development of online market.Hence,it is necessary for online sellers to improve customer service quality.Yet,online sellers are usually those individual households,mom-and-pop stores,which are characterized by capital constraints.That is,it is only an armchair strategist for them to improve service quality.In fact,customer shopping experience is a joint action of node enterprises in an e-commerce supply chain.In order to keep a booming development of e-commerce,it is necessary to build effective,efficient cooperation relationship between node enterprises in a supply chain.According to the public document of the State Council,named“Guidance on actively promoting innovation and application of supply chain”,the supply chain finance(SCF)should serve the real economy.Clearly,it is an urgent problem to find the way to provide efficient financing channels through SCF,simultaneously,to improve service quality and benefit all parties.Under this background,the“credit contract based on the sales target”is brought.It means that the supplier allows the retailer to delay in payments just if the sales meet a certain condition.Such way is good for retailers to ease the funding pressure and to increase investment on improving service.Considering the effect of service quality on market demand,the repurchase c

关 键 词：服务质量 顾客体验 资金约束 契约设计 协调 

分 类 号：F253.4[经济管理—国民经济]