两种渠道进入模式下信息获取与分享策略研究  

Research on Information Acquisition and Sharing in Two Entry Modes

作　　者：曹宗宏 许婕 闵杰 欧剑 CAO Zonghong;XU Jie;MIN Jie;OU Jian(School of Mathematics and Physics,Anhui Jianzhu University,Hefei 230601,China)

机构地区：[1]安徽建筑大学数理学院,安徽合肥230601

出　　处：《运筹与管理》2023年第3期123-130,共8页Operations Research and Management Science

基　　金：国家自然科学基金资助项目(72271004);安徽省人文社科基金重点项目(SK2020A0277);安徽省高校优秀拔尖人才培育资助项目(gxyqZD2019058);安徽省自然科学基金(1908085MG228);安徽建筑大学博士启动基金(2019QDZ04);安徽省学术和技术带头人及后备人选科研活动经费资助项目(2018H183)。

摘　　要：考虑单制造商和单零售商组成的双渠道供应链,基于随机需求建立制造商可以在零售商确定订货量之前(先进模式)或与零售商同时(同进模式)确定直销渠道订货量、零售商可通过支付固定成本来获取真实市场需求的订货量博弈模型。首先在两种模式下研究了零售商愿意获取信息并分享给制造商的条件,结果表明当获取成本较高时,零售商不会获取信息;否则零售商会获取信息但不分享给制造商,此时制造商可通过成本分担和信息价值补贴合约来实现双方利润的帕累托改进。随后讨论了渠道进入模式选择策略,结果表明制造商总是选择先进模式,而只要需求的变异系数不是很小,同进模式对零售商更有利。With the rapid development of community economy and information technology,the shortening of product update cycle has caused a rapid change in consumer demand.This means that consumer demand is uncertain and random.Closer to retail market,retailers are able to access consumer information and analyze real market demand through bearing the corresponding expenses.However,manufacturers usually are away from the retail market,so they are not capable of obtaining real market demand and only know the distribution of stochastic demand.In single-channel supply chain setting,some researchers have pointed out that it is optimal for retailer not to share real retail demand information with manufacturers.On the other hand,with the development of platform economy,many manufacturers introduce online direct channels to directly sell their product in addition to traditional retail channels.Online direct channels cause channel conflict and competition,which usually hurts retailers.In such case,manufacturers have become competitors for retailers.Thus,in a dual-channel supply chain setting,is it also optimal for retailers to share demand information with manufacturers.Retailers must focus on the issue of whether to share demand information with manufacturers.In a dual-channel supply chain system,the manufacturer has multiple ordering modes to directly sell its product in the online direct channel.One is that the manufacturer can choose to determine the direct channel’s sale quantity before the retailer determines ex-ante entry mode,and the other is as the same time as simultaneous entry mode the retailer sets the retail channel’s sale quantity.Thus,which ordering mode should the manufacturer choose to maximize its profits?To answer the above questions,this paper considers the two-level supply chain consisting of a single manufacturer and a single retailer based on stochastic demand.The manufacturer determines the order quantity of the direct sales channel in ex-ante entry mode or simultaneous entry mode.The retailer obtains the

关 键 词：渠道进入 信息获取 信息共享 成本分担 帕累托改进 

分 类 号：F247[经济管理—劳动经济]