考虑消费者参考效应的双渠道乳制品供应链协调机制设计  

Coordination mechanism of dual channel supply chain in dairy products considering consumers’reference effect

作　　者：杨建华[1,2] 刘淞 YANG Jian-hua;LIU Song(School of Economics and Management,University of Science and Technology Beijing,Beijing 100083,China;Beijing Enterprise Low-Carbon Operation Strategy Research Base,Beijing 100083,China)

机构地区：[1]北京科技大学经济管理学院,北京100083 [2]北京企业低碳运营战略研究基地,北京100083

出　　处：《控制与决策》2022年第6期1609-1620,共12页Control and Decision

基　　金：国家自然科学基金项目(71602008,71871016);北京市社科基金基地项目(19JDGLA001)。

摘　　要：将消费者对乳制品新鲜度的参考效应引入第三方物流(third party logistics,TPL)服务商参与的双渠道乳制品供应链中,考虑到乳制品新鲜度受到制造商加工水平和TPL服务商物流服务水平的共同影响,构建分散式、集中式以及引入基于二部定价的成本共担契约下的微分博弈模型,求解并比较3种情形下供应链成员的最优均衡策略.研究表明:一定条件下,基于二部定价的成本共担契约能够使制造商加工水平、TPL服务商物流服务水平以及供应链整体收益均达到集中式决策下的情形,而且制造商、零售商和TPL服务商的收益相较于分散式决策都能得到帕累托改善,供应链能够实现完美协调;线上或线下渠道乳制品的零售价与该渠道所占的市场份额及渠道间的价格替代系数正相关;消费者的参考效应能够激励制造商和TPL服务商提高各自的努力水平,使供应链收益增加.By introducing consumers’reference effect on dairy products’freshness in the study of a dual channel supply chain in dairy products with the involvement of a third party logistics service provider(TPLSP)and considering the freshness of dairy products is affected by the processing level of a manufacturer and the logistics service level of a TPLSP,this paper constructs the differential game models that are centralized,decentralized and under a contract of cost-sharing based on two-part tariff.Then the optimal equilibrium strategies of supply chain members in three cases are solved and compared.The results show that:when a certain condition is satisfied,the contract of cost-sharing based on two-part tariff can promote the processing level of the manufacturer,the logistics service level of the TPLSP and the overall revenue of the supply chain to the state under centralized decision-making,also achieve the perfect coordination of the supply chain by enhancing the revenues of the manufacturer,retailer and TPLSP;the dairy products’retail price in each channel is positively correlated with the market share of the channel and the price substitution coefficient;consumers’reference effect can encourage the manufacturer and TPLSP to increase their respective efforts and make increase in supply chain revenue.

关 键 词：TPL服务商 乳制品新鲜度 参考效应 微分博弈 双渠道供应链 协调契约 

分 类 号：TP273[自动化与计算机技术—检测技术与自动化装置]