基于利他属性的双渠道供应链研究

针对电子渠道和传统零售渠道之间复杂的关系,本文构建了一个基于利他属性的双渠道供应链模型,探讨了渠道替代率和利他属性对模型的影响。首先,分析集中决策模型,给出了均衡解和供应链的最优收益,结果表明渠道替代率越高,供应链的最优收益越低;然后,在分散决策模型中,采用斯坦格尔伯格博弈的方法,探讨渠道替代率对决策变量和目标函数的影响,并研究利他属性与渠道效率的关系,结果表明利他属性的存在有助于提高供应链的渠道效率。在此基础上,讨论了供应链模型的帕累托改进区间,给出了获取改进区间的条件。最后,通过数值分析,揭示了利他属性与供应商和零售商收益的关系。

Analysis of Dual Channel Supply Chain Based on Altruism

To concentrate on the complex relationship between the electronic channel and the traditional retail channel, a dual channel supply chain model based on altruistic preference was built in this paper, and the effects of channel substitution rate and altruistic preference on the model were analyzed. Firstly, the integrated model was analyzed and the equilibrium solution and the optimal profit of the supply chain were given, the results also indicate that the higher the channel substitution rate, the lower the optimal profit of the supply chain. Then, the decentralized model was studied following the Stackelberg game process. The effects of channel substitution rate on the decision variables and the objective functions were investigated. Furthermore, the relation between altruistic preference and the channel efficiency was studied, and the results showed that the altruistic preference was benefited for the improvement of channel efficiency. Based on this, the conditions for the Pareto improvement was given by the analysis of the win-win situation of the supply chain model. Finally, the relationship between the altruistic preference and the profits of the supplier and the retailer was revealed by numerical analysis.