公平关切下混销模式的E-供应链效率和公平度动态演进  

Dynamic evolution of E-supply chain efficiency and fairness degree in the mixed-sale mode underfairness concern

作　　者：肖敏[1] 张晓典 何新华[1] XIAO Min;ZHANG Xiaodian;HE Xinhua(School of Economics&Management,Shanghai Maritime University,Shanghai 201306,China)

机构地区：[1]上海海事大学经济管理学院,上海201306

出　　处：《山东大学学报（理学版）》2024年第1期72-84,共13页Journal of Shandong University(Natural Science)

基　　金：国家自然科学基金资助项目(71473162)。

摘　　要：建立了由制造商和拥有自建物流的电商平台组成的E-供应链,制造商不仅通过电商平台代销,而是产品批发给电商平台来分销,从电商平台公平关切信息动态变化的视角,分析公平关切信息动态变化对混销模式下E-供应链的定价决策、效率以及公平度等的影响。结果表明:当电商平台将真实的公平关切信息或者虚假的公平关切信息传递给制造商时,有利于自身获取更多的利润,但是公平关切强度值要在合理的范围之内,否则会降低供应链的主、客观公平度;当电商平台未将真实的公平关切信息传递给制造商时,供应链各成员利润以及供应链的总利润最低,供应链的效率也会随着公平关切强度的增大而减小;当制造商获取的收益分享比例在一定范围之内时,有利于提高供应链的主、客观公平度,但是超过一定的范围会降低供应链的公平度。An E-supply chain composed of a manufacturer and an e-commerce platform with self-established logistics was established.The manufacturer not only sells their products through the e-commerce platform agent,but also wholesales products to the e-commerce platform for distribution.From the perspective of the e-commerce platform'fairness concern about the dynamic change of information,this paper analyzes the impact of fairness concern about the dynamic change of information on the pricing decisions,efficiency and fairness degree of the E-supply chain under the mixed-sale mode.The research shows that when the e-commerce platform transmits the true fairness concern information or false fairness concern information to the manufacturer,it is beneficial to obtain more profit for itself,but the intensity value of fairness concern should be within a reasonable range,otherwise,it will reduce the subjective fairness degree and objective fairness degree of the supply chain.When the e-commerce platform does not transmit the true fairness concern information to the manufacturer,the profit of each member of the supply chain and the total profit of the supply chain are the lowest,and the efficiency of the supply chain will decrease with the increase of fairness concern.When the proportion of revenue sharing obtained by the manufacturer is within a certain range,it is beneficial to improve the subjective fairness degree and objective fairness degree of the supply chain.However,when it exceeds a certain range,it will reduce the fairness degree of the supplychain.

关 键 词：公平关切 混销模式 E-供应链 供应链效率 公平度 

分 类 号：F274[经济管理—企业管理]