大数据环境下供应链企业间客户知识共享股权激励机制研究  

Research on equity incentive mechanism of customer knowledge sharing for supply chain in big data environment

作　　者：沈娜利 杨灵莉[3] 肖剑 郭斌[1,2] SHEN Nali;YANG Lingli;XIAO Jian;Guo Bin(School of Business,Southwest University of Political Science and Law,Chongqing 401120,P.R.China;China Research Institute of Enterprise Governed by Law,Southwest University of Political Science and Law,Chongqing 401120,P.R.China;College of Mathematics and Statistics,Chongqing University,Chongqing 401331,P.R.China)

机构地区：[1]西南政法大学商学院,重庆401120 [2]西南政法大学中国企业法治研究院,重庆401120 [3]重庆大学数学与统计学院,重庆401331

出　　处：《重庆大学学报（社会科学版）》2021年第4期259-268,共10页Journal of Chongqing University(Social Science Edition)

基　　金：国家社会科学基金项目“大数据驱动的C2B供应链客户知识融合创新机制研究”(18BGL102);2017年重庆市社科联“阐释党的十九大精神项目”“大数据应用视角下供应链企业间知识共享的合作创新激励机制研究”;教育部人文社会科学研究青年项目“大数据环境下供应链企业间客户知识获取激励机制研究”(15YJC630108)。

摘　　要：在大数据环境下,对渠道依赖性较强的供应链中,与客户广泛而紧密接触的零售商掌握了大量客户数据资源及其处置、决策权。制造商要获取这些客户知识的压力大,仅仅依靠过去普通的交易契约已经难以对零售商形成有效的激励。因此,借鉴股权激励思想,引入股权激励变量,从制造商角度设计一种客户知识共享的股权激励机制,以增强对零售商的激励。研究表明:制造商通过设计一种预期承诺契约——股权激励机制促使零售商提高客户知识共享的努力水平;制造商自身客户知识创新能力强时,给零售商股权分配比例偏大;若零售商共享客户知识的努力水平较低,制造商给零售商股权分配比例较大;随着股权份额的增加,零售商的期望效用增加,但制造商的期望效用会先增加后减少,因此,制造商需控制股权分配比例的阈值;股权激励机制强化了制造商与零售商间的利益共享与风险分担,从而激励企业的知识共享行为,实现双方的收益提升。In big data environment,retailers who contact with consumers(customers)closely control the resources of customer big data and have rights to deal with these data,especially in supply chain with strong channel dependence.The pressure on manufacturers to acquire the customer knowledge from these data is increasing,and it is difficult to encourage retailers effectively to share the customer knowledge with the ordinary transaction contracts used in the past.Therefore,referring to the idea of equity incentive and introducing equity incentive variable,this paper designs a kind of equity incentive mechanism for customer knowledge sharing from the manufacturer’s point of view,to enhance the incentive to retailers.The research shows that the equity incentive mechanism designed by a manufacturer could impel a retailer to improve its efforts for sharing customer knowledge.If the manufacturer’s own customer knowledge innovation capability is high,the proportion of equity allocation to the retailer would be on the high side,which also would be happen if the retailer has low effort level for sharing customer knowledge.With the increase of equity share,the retailer’s expected utility would increase,while the manufacturer’s expected utility would increase before it reaches the maximum value and then decreases.Therefore,manufacturers need to control the threshold of share.Equity incentive mechanism strengthens the benefit sharing and risk sharing,further impels customer knowledge sharing and collaborative innovation between manufactures and retailers,which result to revenue increase of the both.

关 键 词：供应链 知识共享 股权激励 大数据 客户 

分 类 号：F274[经济管理—企业管理]