不对称信息条件下BOPS全渠道供应链定价和服务策略  

Pricing and Service Decision of BOPS Omnichannel Supply Chain with Asymmetric Information

作　　者：胡玉洲 李莉 王发良 HU Yuzhou;LI Li;WANG Faliang(School of Economics and Management,Huizhou University,Huizhou 516007,China;School of Mathematics and Statistics,Huizhou University,Huizhou 516007,China)

机构地区：[1]惠州学院经济管理学院,广东惠州516007 [2]惠州学院数学与统计学院,广东惠州516007

出　　处：《科技与经济》2024年第5期26-30,共5页Science & Technology and Economy

基　　金：广东省教育科学规划课题(高等教育专项)——“信息生态视角下教师智能教学工具使用意愿研究”(项目编号:2023GXJK505;项目负责人:李莉)成果之一;广东省省级一流本科课程——“运筹学”(发文字号:粤教高函〔2023〕33号;项目负责人:李莉)成果之一;广东省高校思想政治教育课题——“‘公益、思政、专业’三位一体创融研究”(项目编号:2023GXSZ067;项目负责人:李莉)成果之一;广东省哲学社会科学规划常规项目——“‘一带一路一区’背景下基于产业集群的区域专业群构建研究”(项目编号:GD22CJY08;项目负责人:李莉)成果之一;惠州市基础教育科学研究课题——“微课式智慧课堂混合教学研究”(项目编号:2023hzkt056;项目负责人:李莉)成果之一。

摘　　要：本文首先考虑了一个由制造商和零售商所构成的BOPS全渠道供应链,分析了两种模型条件下制造商和零售商的定价和服务策略,即基于对称信息条件的模型和基于不对称信息条件的模型;然后比较了两种条件下制造商和零售商的定价和服务策略,分析了零售商瞒报销售努力水平对双方定价策略的影响;最后比较了两种条件下双方和供应链整体利润的变化。研究结果表明,在不对称信息条件下,零售商具有瞒报销售努力水平的经济动力,瞒报的销售努力水平小于真实销售努力水平;零售商瞒报销售努力水平将增加自身利润,但降低了制造商的利润,并使供应链整体利润下降,导致供应链双重边际化效应。This paper developed pricing and service decision models in the BOPS omnichannel supply chain composed of a manufacturer and a retailer under symmetric and asymmetric information conditions respectively.It then studied the pricing and service decisions of the manufacturer and retailer under two conditions,analyzed the impact of retailers' concealment of sales efforts on manufacturers and retailers' decisions,and compared the changes of manufacturers',retailers' and overall profits of supply chains under two conditions.The results indicate that retailers have an economic incentive to conceal its sales efforts under asymmetric information conditions,and the level of concealed sales efforts is lower than the true level of sales efforts;retailers concealing their sales efforts will increase their own profits,but it will reduce manufacturers' profits and lead to a decrease in overall supply chain profits,and ultimately resulting in a double marginalization effect in the supply chain.

关 键 词：不对称信息 BOPS 渠道供应链 定价和服务策略 

分 类 号：F274[经济管理—企业管理]