S2b模式下社交电商供应链协同合作的最优激励Stackelberg模型  

The Optimal Incentive Stackelberg Model of Cooperative Operation of Social E-commerce Supply Chain under the S2b Pattern

作　　者：付秋芳 彭苑莹 FU Qiu-fang;PENG Yuan-ying(School of Business,Guangdong University of Foreign Studies,Guangzhou,Guangdong 510545;Guangzhou Branch,Wuhan Watsons Personal Products Store Ltd.,Guangzhou,Guangdong 510000)

机构地区：[1]广东外语外贸大学商学院,广东广州510545 [2]武汉屈臣氏个人用品商店有限公司广州分公司,广东广州510000

出　　处：《供应链管理》2021年第1期86-96,共11页SUPPLY CHAIN MANAGEMENT

基　　金：国家社会科学基金项目“商业银行供应链金融运行机制研究”(10BJL026);广东外语外贸大学南国商学院第二批科研创新团队“珠三角服务业智能化经营管理”(2018TD05)。

摘　　要：随着S2b概念的提出,社交电商已开始实践这一模式。社交电商供应链需要实时地为客户提供个性化的服务,商家的努力程度直接决定了挖掘客户个性化需求的水平。文章针对供应链服务平台(S)与商家(b)之间的动态交互行为,基于商家的努力程度,建立了Stackelberg主从模型,研究供应链服务平台与商家之间的激励协同运作机制。研究结果表明,供应链服务平台可通过控制激励奖金来影响商家的努力程度,进一步诱导商家采取最优努力水平,最终实现社交电商供应链共赢的目标。With the concept of S2b,social e-commerce has begun to practice this model.The social e-commerce supply chain needs to provide personalized services to customers in real time,and the degree of efforts of business directly determines the level of mining customer s personalized needs.Aiming at the dynamic interaction between the supply chain service platform(S)and the business(b),based on the efforts of the business,a Stackelberg master-slave model was established to study the incentive and cooperative operation mechanism between the supply chain service platform and the business.The research results show that the supply chain service platform can influence the efforts of the business by controlling the incentive bonus,and further induce the business to adopt the optimal effort level,and ultimately achieve the goal of win-win in the social e-commerce supply chain.

关 键 词：S2b 社交电商 供应链 Stackelberg model 最优激励 

分 类 号：F253.9[经济管理—国民经济]