考虑消费者需求异质性的团购供应链协调优化  

Research on Coordination and Optimization of Group Buying Supply Chain Considering on Heterogeneity of Consumer Demand

作　　者：霍红[1] 罗丹 鄢章华[1] 何浩 HUO Hong;LUO Dan;YAN Zhang-hua;HEHao(School of Management,Harbin University of Commerce,Harbin Heilongjiang 150028,China)

机构地区：[1]哈尔滨商业大学管理学院,黑龙江哈尔滨150028

出　　处：《计算机仿真》2023年第12期506-514,共9页Computer Simulation

基　　金：教育部人文社会科学研究青年基金项目(19YJC630197);黑龙江省经济社会发展重点研究课题(20411);黑龙江省社会科学基金项目(20GLB114);黑龙江省社会科学基金智库项目(21ZK032);黑龙江高等教育教学改革研究项目(SJGY20190331)。

摘　　要：随着以消费者导向的新零售模式逐步成熟,物流服务成为制约其进一步发展的短板。针对由单个供应商、线上团购平台和物流服务商以及线下零售商组成的两级供应链,基于消费者价格和服务水平需求异质性,对团购供应链进行协调优化。构造Hotelling模型,求解分散决策和局部集中决策下物流服务商和线下零售商服务水平和供应链成员利润函数,设计协调供应链的收益共享和成本共担契约机制。通过算例分析价格敏感系数和服务水平敏感系数等因素对两种决策下服务水平和利润的影响,并给出相应的管理启示。研究表明,协调机制下物流服务水平提升,线上团购平台和物流服务商达成局部集中决策,团购供应链成员及系统利润高于分散决策。With the gradual maturity of the consumer-oriented new retail model,logistics services have become a shortcoming that restricts its further development.Aiming at the two-level supply chain consisting of a single supplier,online group buying platforms and logistics service providers,and offline retailers,based on price and service level demand heterogeneity of consumers,the coordination and optimization of the group buying supply chain was studied.The Hotelling model was constructed to solve the service level of logistics service providers and offline retailers and the profit function of supply chain members under decentralized decision-making and partial centralized decision-making,and a revenue sharing and cost sharing contract mechanism were designed for coordinating the supply chain.The influences of price sensitivity coefficient and service level sensitivity coefficient on service level and profit under the two decisions were analyzed by numerical examples,and corresponding management implications were given.Research shows that under the coordination mechanism,the level of logistics services is improved,online group buying platforms and logistics service providers reach a partial centralized decision-making,and the profits of groupbuying supply chain members and systems are higher than those of decentralized decision-making.

关 键 词：消费者需求异质性 团购供应链 物流服务水平 收益共享和成本共担契约 

分 类 号：N945.12[自然科学总论—系统科学]