即售下配送差异和渠道竞争对供应链决策研究  

Study of distribution differences and channel competition on supply chain decision making under instant retailing

作　　者：王孟慧 闵杰 WANG Menghui;MIN Jie(School of Economics and Management,Anhui Jianzhu University,Hefei 230022,China;School of Mathematics&Physics,Anhui Jianzhu University,Hefei 230601,China)

机构地区：[1]安徽建筑大学经济与管理学院,合肥230022 [2]安徽建筑大学数理学院,合肥230601

出　　处：《哈尔滨商业大学学报(自然科学版)》2025年第1期104-112,共9页Journal of Harbin University of Commerce:Natural Sciences Edition

基　　金：国家自然科学基金(72271004);安徽省高校自然科学研究项目(KJ2021JD13)。

摘　　要：在即时零售供应链中,即售平台通常会向实体店收取佣金,佣金模式主要有固定模式(W)和比率模式(B).同时,实体店和即售平台都有能力配送消费者订单,但都面临配送成本规模不经济.通过构建集中式决策与分散式决策模型,分析了在不同佣金模式下,即售平台和实体店的最优策略,以及配送服务水平差异和渠道竞争对供应链成员决策和利润的影响.研究结果显示,在固定模式W下,配送服务水平差异和渠道竞争强度对订单数量和产品价格的影响与集中决策相似.而在比率模式B下,当配送服务水平差异较小或渠道竞争强度适中时,即售平台收取的佣金更接近于集中决策下的佣金水平,有助于实现更高的供应链整体利润.无论是固定模式W还是比率模式B,即售平台的利润都优于实体店.大多数情况下,即售平台更倾向于比率模式B,而实体店更倾向于固定模式W.这表明在配送规模不经济的情况下,即售平台和实体店的最优佣金模式选择受到配送服务水平差异、渠道竞争强度的影响.In the instant retail supply chain,ready-to-sell platforms typically charged commissions to physical shops,with the main commission models being fixed(W)and rate(B).Meanwhile,both the physical shops and the ready-to-sell platforms were capable of delivering consumer orders,but both faced diseconomies of scale in delivery costs.This paper analyzed the optimal strategies of ready-to-sell platforms and physical shops under different commission modes,as well as the impacts of differences in delivery service levels and channel competition on supply chain members decisions and profits by constructing centralized versus decentralized decision-making models.The results showed that under the fixed model W,the effects of delivery service level differences and channel competition intensity on order quantities and product prices were similar to those of centralized decision making.In contrast,under the ratio model B,when the difference in the level of delivery service was small or the intensity of channel competition was moderate,the commission charged by the ready-to-sell platform was closer to the commission level under the centralized decision,which helped to achieve higher overall supply chain profits.Ready-to-sell platforms outperformed physical shops in terms of profitability in both the fixed model W and ratio model B.In most cases,ready-to-sell platforms preferred the ratio mode B,while physical shops preferred the fixed mode W.This suggested that the optimal commission mode choices of ready-to-sell platforms and physical shops were affected by differences in the level of distribution services and the intensity of channel competition in the case of diseconomies of distribution scale.

关 键 词：即时零售 双渠道 规模不经济 配送差异 渠道竞争 佣金 

分 类 号：F272[经济管理—企业管理]