信息共享策略对供应链成员销售模式的影响  

The Impact of Information Sharing Strategy on the Sales Model of Supply Chain Members

作　　者：阮明霞 RUAN Mingxia(University of Shanghai for Science and Technology,Shanghai 200093,China)

机构地区：[1]上海理工大学,上海200093

出　　处：《物流技术》2025年第3期73-84,共12页Logistics Technology

基　　金：国家自然科学基金项目(71971134)。

摘　　要：信息共享是构建高效供应链的关键。基于信号博弈理论构建了一个分析框架,探讨了信息共享策略对零售商与供应商销售模式选择的影响。研究表明:供应链成员在信息共享策略和销售模式选择上存在显著差异,且这些选择受佣金率、价格弹性期望和质量弹性期望等多重因素影响。当双方交换信息时,零售商和供应商因佣金率影响而倾向于不同的销售模式:零售商偏好寄售模式,而供应商的选择则较为复杂,受多种因素共同作用。如果只有供应商分享信息,则价格弹性期望越高,零售商越偏好转售模式,而供应商会在大部分情况下偏向寄售模式。如果只有零售商分享信息,则零售商的最佳选择为寄售模式,供应商的模式选择取决于佣金率,供应链成员的模式选择取决于佣金率和质量弹性期望。当双方都不交换信息时,销售模式的选择会受佣金率、价格弹性期望和质量弹性期望的共同影响。总体而言,佣金率是影响销售模式选择的关键因素,而价格弹性期望和质量弹性期望则在不同信息共享策略下对供应链成员的选择产生差异化影响,这些发现可为供应链成员在信息共享和销售模式选择方面提供参考。Information sharing is crucial for a highly efficient supply chain.This paper,based on the signaling game theory,constructs an analytical framework to explore the impact of information sharing strategies on the sales mode selection of retailers and supplier.The study finds out that the supply chain members make significantly different choices of the sales models according to various information sharing strategies,which are influenced by multiple factors such as commission rates,expected price and quality elasticity.When both parties share information,the commission rates affect their preferences,resulting in the retailer's tendency of the consignment model whereas the supplier's inclination of more complex model due to multiple factors.If only the supplier shares information,it turns out that the higher the expected price elasticity,the more inclined the retailer is towards the resale model,while the supplier tend not to select the resale model.Conversely,if only the retailer shares information,it is best for the retailer to choose the consignment model,the supplier's choice depends on the commission rate,and the supply chain members are apt to select the sales model considering both the commission rate and the expected quality elasticity.When neither party shares information,the sales model selection is jointly affected by the commission rate,expected price elasticity,and expected quality elasticity.The research findings offer practical references for the supply chain members in information sharing and sales models selection.

关 键 词：供应链管理 信息共享策略 销售模式 信号博弈 

分 类 号：F274[经济管理—企业管理] F762[经济管理—国民经济]