跨境电商供应链定价策略与协调决策机制研究——基于组合契约模型的分析  

Research on Pricing Strategy and Coordination Decision Mechanism of Cross-border E-commerce Supply Chain——Analysis based on the Combination Contract Model

作　　者：杜志平[1] 区钰贤 

机构地区：[1]北京物资学院

出　　处：《价格理论与实践》2020年第12期119-122,164,共5页Price:Theory & Practice

基　　金：国家自然科学基金项目:“基于云平台技术跨境物流联盟运作机制与决策优化研究(71772016)”。

摘　　要：随着"一带一路"建设的推进,我国跨境电商发展十分迅速。本文研究是关于制造商、跨境电商平台和海外仓组成的跨境电商供应链的协调运作问题,考虑到市场需求受商品价格、商品品质和物流服务水平影响,构建了分散决策、集中决策和组合契约下跨境电商供应链决策模型,并通过仿真对契约参数和决策变量进行了灵敏度分析。研究发现:与分散决策相比,集中决策下各成员之间更能有效协调运作;制造商提高生产能力水平和海外仓提高物流服务水平可以为跨境电商供应链带来利润增长;采用"收益共享+数量折扣"组合契约可有效提升制造商生产能力水平和海外仓物流服务水平。With the development of "The Belt and Road", the development of cross-border e-commerce is developing rapidly in China.This article is about the coordinated operation of the cross-border e-commerce supply chain composed of manufacturers, cross-border e-commerce platforms and overseas warehouses. Considering that market demand is affected by commodity prices, commodity quality, and logistics service levels, a cross-border e-commerce supply chain decision model under decentralized decision-making, centralized decision-making and combination contract was established. The contract parameters and decision variables is sensitivity analyzed through simulation. This research found that: compared with decentralized decision-making, members can coordinate operations more effectively under centralized decision-making;the improvement of manufacturer s production capacity and overseas warehouse s logistics service levels can bring profit growth to the cross-border e-commerce supply chain;The "revenue sharing + quantity discount" combination contract can effectively improve the manufacturer’s production capacity and overseas warehouse’s logistics service level.

关 键 词：跨境电商供应链 组合契约 协调机制 海外仓 收益共享+数量折扣 

分 类 号：F724.6[经济管理—产业经济] F274