考虑顾客退货的风险规避双渠道供应链协调机制研究  

Research on Coordination Mechanism of Dual-Channel Supply Chain with Risk Avoidance Considering Customer Returns

作　　者：张霖霖 杨越 周永圣[1] 张京敏[1] ZHANG Linlin;YANG Yue;ZHOU Yongsheng;ZHANG Jingmin(Business School,Beijing Technology and Business University,Beijing 100089)

机构地区：[1]北京工商大学商学院,北京100089

出　　处：《系统科学与数学》2020年第11期2017-2040,共24页Journal of Systems Science and Mathematical Sciences

基　　金：北京社科基金研究基地项目(15JDJGC011)资助课题。

摘　　要：考虑随机市场需求下,具有风险规避态度的制造商和零售商构成的双渠道供应链,零售渠道和直销渠道都存在顾客退货时,供应链参与者如何做出最优定价决策以及设计契约来实现双渠道供应链的协调.利用均值-方差方法构建了供应链参与者的期望效用函数.设计了包含批发价,直销价和供应链收益共享百分比的协调契约,实现了制造商与零售商的"双赢".通过数值实验,讨论并分析了渠道替代率,需求波动,直销渠道和零售渠道的退货率以及制造商和零售商的风险规避度对各个决策变量和收益的影响,检验了协调契约的有效性.最后,文章得到风险型双渠道供应链参与者的最优决策与参与者的风险态度和市场需求的实时波动状态密切相关的结论.当市场需求很不稳定时,为规避风险,制造商和零售商都会分别相应的降低直销渠道价格,批发价格和零售渠道价格.当市场需求很稳定,随机波动性很小时,整体的定价会比市场不稳定时的定价要高.Under the random market demand,this paper studies how the participants of supply chain make optimal pricing decisions and design contracts to realize the coordination of the dual-channel supply chain,which composed of manufacturers and retailers with risk aversion attitude and customers return goods in both retail and direct channels.First,we use the mean-variance method to construct the expected utility functions of supply chain participants.Second,we design a coordinated contract including the wholesale price,direct sale price and the sharing percentage of supply chain revenue,so as to achieve win-win cooperation between manufacturers and retailers.Finally,through numerical experiments,we discuss and analyze the influence of channel replacement rate,demands fluctuation,return rate of direct channel and retail channel,and risk aversion of manufacturers and retailers on each decision variable and revenue.At the same time,we examine the effectiveness of coordination contract.In this paper,it is concluded that the optimal decision of participants in a risky dual-channel supply chain is closely related to the risk attitude of participants and the real-time fluctuation of market demands.When the market demand is very unstable,in order to avoid risks,manufacturers and retailers will correspondingly and respectively reduce the direct channel price,wholesale price and retail channel price.When the market demand is stable and random volatility is small,the general price will become higher than the price in the period when the market is unstable.

关 键 词：双渠道供应链 协调契约 风险规避 顾客退货 

分 类 号：F274[经济管理—企业管理]