基于制造商补贴的二级全渠道供应链协调策略研究  

Two-level Omnichannel Supply Chain Coordination Strategy Based on Manufacturer Subsidy

作　　者：徐健腾[1] 张新远 武悦 XU Jianteng;ZHANG Xinyuan;WU Yue(School of Management,Qufu Normal University,Rizhao,Shandong 276826,China)

机构地区：[1]曲阜师范大学管理学院,山东日照276826

出　　处：《工业工程与管理》2025年第1期182-192,共11页Industrial Engineering and Management

基　　金：国家自然科学基金资助项目(72271141);山东省泰山学者工程专项经费(tsqn202103063);山东省高等学校青年创新团队项目(2021RW024)。

摘　　要：随着消费者需求和购物体验的不断提升,如何整合供应链营销渠道以应对消费者需求变化成为业界和学术界关注的热点问题。针对随机需求下制造商和零售商合作运营线上购买线下取货(buy online and pick up in store,BOPS)模式的全渠道供应链,建立了分散决策Stackelberg博弈模型,分析供应链成员的最优订购量及补贴比例,通过与集中决策比较发掘双方实施补贴策略的意愿和协调机制。研究发现,在分散决策下,制造商给予全部补贴时全渠道供应链的利润最大,但是只有当原料成本小于某一阈值时,不考虑线上零售商的制造商才愿意给予全部补贴。当考虑线上零售商时,只有佣金低于某一阈值,制造商才愿意给予全部补贴。基于补贴策略的成本分摊和两部制联合契约能够使供应链总利润达到集中决策下供应链总利润,并且当两部制固定费用满足一定条件时,供应链成员的利润均可实现帕累托改进。数值实验进一步分析了运作决策和利润对BOPS销售模式相关参数的灵敏度,相应的管理启示为实施BOPS模式的供应链提供运营管理和决策指导。With the continuous improvement of consumer demand and shopping experiences,how to integrate supply chain marketing channels to cope with the change in consumer demand has become a hot issue in the industry and academia.The omnichannel supply chain under random demand was considered in which manufacturers and retailers operated the buy online and pick up in store(BOPS)mode.The Stackelberg game model was established to analyze the optimal order quantity and subsidy proportion for the decentralized decision.The willingness to implement a subsidy strategy and coordination mechanism were explored by comparing with the centralized decision.The results show that under the decentralized decision,the profit of the omnichannel supply chain is the largest when the manufacturer gives the full subsidy.However,the manufacturer who does not consider online retailers is willing to give the full subsidy only when the raw material cost is less than a certain threshold.When online retailers are considered,manufacturers are willing to give full subsidies only when the commission falls below a certain threshold.The designed joint contract based on subsidy strategy is composed of the cost allocation and a two-part tariff.It can make the total profit reach the total profit under centralized decision-making.When the fixed cost of two-part tariff contract meets certain conditions,the profit of supply chain members can realize Pareto improvement.The numerical experiment further analyzed the sensitivity of operation decisions and profits to the parameters related to the BOPS model.The corresponding managerial implication provides operation management and decision-making guidance for the supply chain implementing the BOPS model.

关 键 词：补贴 线上购买线下取货 订购决策 协调 帕累托改进 

分 类 号：F272.3[经济管理—企业管理]