考虑物流服务的情况下在线零售商运营模式选择研究  

Research on Operation Mode Choice of Online Retailer Considering Logistics Service

作　　者：石国强 王勇[1,2] 夏德建[1,2] 赵燕飞[1,2] SHI Guoqiang;WANG Yong;XIA Dejian;ZHAO Yanfei(Chongqing University,Chongqing,China)

机构地区：[1]重庆大学经济与工商管理学院,重庆市400044 [2]重庆大学现代物流重庆市重点实验室,重庆市400044

出　　处：《管理学报》2021年第2期270-278,共9页Chinese Journal of Management

基　　金：国家自然科学基金资助项目(71672015);中央高校基本科研业务费专项资金资助项目(2017CDJSK02PT09)。

摘　　要：考虑一个制造商和一个在线零售商组成的供应链,使用博弈论方法研究物流服务承担的决策,以及该决策对于在线零售商的运营模式选择的影响。研究发现:在批发模式下,双方都偏好物流服务由在线零售商承担,而在代售模式下,双方都偏好由制造商承担;当服务效率比较高时,无论收益分配系数的大小,在线零售商总是会选择批发模式;供应链双方存在两个帕累托改进区域;收益分配系数的增加并不总是为在线零售商带来收益的增加。This paper considers a supply chain consisting of a manufacturer and an online retailer,and studies the decision-making of the logistics service provider and its effect on the online retailer’s operation mode choice via game theory.The results show that under the wholesale mode,both the manufacturer and online retailer prefer the logistics service to be undertaken by the online retailer,while under the agency mode,both prefer it to be undertaken by the manufacturer.The findings also demonstrate that when the service efficiency is high,the online retailer will always choose the wholesale mode regardless of the revenue distribution coefficient.We find that there are two Pareto improvement regions(win-win situations),i.e.,one region where both parties prefer the wholesale mode and the other region where both parties prefer the agency mode.In addition,it is found that an increase in the revenue distribution coefficient does not always result in an increase in profits for the online retailer.

关 键 词：代售模式 批发模式 物流服务 在线零售 

分 类 号：C93[经济管理—管理学]