考虑随机市场需求的双渠道供应链风险补偿策略研究——从质量与价格竞争视角
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摘要
在由两个供应商和单个零售商构成的二级双渠道供应链系统中,分析了随机市场需求以及供应商之间同时存在价格与质量竞争的情形下的双渠道供应链协调问题。在供应链集中决策、无风险补偿及有风险补偿三种情境下,构建了基于质量和价格的风险补偿模型并求得纳什均衡解。研究结果表明:存在可行的需求风险补偿策略使得供应链达到协调水平,并且需求风险补偿策略对零售商更加有利;在需求风险补偿策略下,需求风险补偿价格与其对应批发价格正相关,与其产品质量水平负相关;价格竞争程度对零售商订货量具有负向影响作用,对供应链总利润影响作用随着竞争程度增加而减弱,质量竞争程度对零售商订货量和供应商产品质量水平具有正向影响作用,对供应链总利润影响呈倒U型关系;需求风险补偿策略能够激励零售商的订货行为,强化价格竞争程度和质量竞争程度对供应商订货量和供应链总利润的影响;在供应链系统中双渠道营销模式下的供应链总利润要优于单渠道营销模式下的供应链总利润。本文结论不仅详细剖析了风险补偿策略对双渠道供应链协调的影响关系,也理清了价格与质量竞争对各方行为策略的影响机理。
With the further aggravation of the social environment and market competition,the price-andquality competition has become particularly fierce under the dual-channel supply chain model upon the online and offline,for example,mobile phone manufacturers,such as HUAWEI and Xiaomi,also supply products to D.Phone;Lenovo,Dell and other computer manufacturers supply to ONEZERO.In the context of multi-suppliers competition,the products sales and profits are not only affected by their own price and quality,but also other similar products,which has an impact on the profits of supply chain.What's more,due to the stochastic market demand,retailers need to bear the risk cost of certain requirements,which will increase retailers' ordering costs,reduce retailer's motivation to order,and make the total profit loss of the whole supply chain.The design of a reasonable demand risk compensation strategy can improve the profit of the overall supply chain under the dual-channel.Therefore,from the perspective of price-and-quality competition,the problem of dual-channel supply chain risk compensation under stochastic market demand is discussed,and the impact of demand risk compensation based on quality and price on the coordination of dual channel supply chain is further analyzed,and moreover,the impact of the degree of price-and-quality and the proportion of offline sales of suppliers on the equilibrium solution are analyzed.The risk compensation model is constructed based on quality and price in which the Nash equilibrium solution is obtained under the three situations:centralized supply chain decision making,no risk compensation and risk compensation.The results show that there is a feasible demand risk compensation mechanism to achieve the coordination of supply chain,and the demand risk compensation mechanism is more favorable for retailers.Demand risk compensation price is positively related with the wholesale price,and is negatively related with product quality level under the demand risk compensation strategy;the degree of price competition has a negative effect on the retailer's order quantity,and the effect on the total profit of the supply chain decreases with the degree of competition increasing,the degree of quality competition has a positive influence on the order quantity of retailer and supplier product quality level,inverted U type impact on the total profit of the supply chain;The demand risk compensation strategy can stimulate the retailer's ordering behavior,and strengthen the influence of the degree of price competition and quality competition on the order quantity and the total profit of the supply chain;In the supply chain system,the total profit of the supply chain is better than the total profit of the supply chain under the single channel marketing mode.The conclusion not only analyzes the influence of risk compensation strategy on the coordination of dual channel supply chain,but also clarifies the influence mechanism of price and quality competition on the behavior strategy.Different from previous researches,the innovation of this paper is reflected in the following aspects:First,considering the dual-channel supply chain model of online and offline and the existence of quality-and-price competition among suppliers,the three-side coordination among two suppliers and single retailer is analyzed.Secondly,considering the risk cost and the profit loss caused by the stochastic market demand in the supply chain,the demand risk compensation strategy based on price and quality is introduced,and the influence of demand risk compensation strategy on the coordination of dual-channel supply chain is analyzed.
With the further aggravation of the social environment and market competition,the price-andquality competition has become particularly fierce under the dual-channel supply chain model upon the online and offline,for example,mobile phone manufacturers,such as HUAWEI and Xiaomi,also supply products to D.Phone;Lenovo,Dell and other computer manufacturers supply to ONEZERO.In the context of multi-suppliers competition,the products sales and profits are not only affected by their own price and quality,but also other similar products,which has an impact on the profits of supply chain.What's more,due to the stochastic market demand,retailers need to bear the risk cost of certain requirements,which will increase retailers' ordering costs,reduce retailer's motivation to order,and make the total profit loss of the whole supply chain.The design of a reasonable demand risk compensation strategy can improve the profit of the overall supply chain under the dual-channel.Therefore,from the perspective of price-and-quality competition,the problem of dual-channel supply chain risk compensation under stochastic market demand is discussed,and the impact of demand risk compensation based on quality and price on the coordination of dual channel supply chain is further analyzed,and moreover,the impact of the degree of price-and-quality and the proportion of offline sales of suppliers on the equilibrium solution are analyzed.The risk compensation model is constructed based on quality and price in which the Nash equilibrium solution is obtained under the three situations:centralized supply chain decision making,no risk compensation and risk compensation.The results show that there is a feasible demand risk compensation mechanism to achieve the coordination of supply chain,and the demand risk compensation mechanism is more favorable for retailers.Demand risk compensation price is positively related with the wholesale price,and is negatively related with product quality level under the demand risk compensation strategy;the degree of price competition has a negative effect on the retailer's order quantity,and the effect on the total profit of the supply chain decreases with the degree of competition increasing,the degree of quality competition has a positive influence on the order quantity of retailer and supplier product quality level,inverted U type impact on the total profit of the supply chain;The demand risk compensation strategy can stimulate the retailer's ordering behavior,and strengthen the influence of the degree of price competition and quality competition on the order quantity and the total profit of the supply chain;In the supply chain system,the total profit of the supply chain is better than the total profit of the supply chain under the single channel marketing mode.The conclusion not only analyzes the influence of risk compensation strategy on the coordination of dual channel supply chain,but also clarifies the influence mechanism of price and quality competition on the behavior strategy.Different from previous researches,the innovation of this paper is reflected in the following aspects:First,considering the dual-channel supply chain model of online and offline and the existence of quality-and-price competition among suppliers,the three-side coordination among two suppliers and single retailer is analyzed.Secondly,considering the risk cost and the profit loss caused by the stochastic market demand in the supply chain,the demand risk compensation strategy based on price and quality is introduced,and the influence of demand risk compensation strategy on the coordination of dual-channel supply chain is analyzed.
引文
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[20]Geng Qin,Mallik S.Inventory competition and allocation in a multi-channel distribution system[J].European Journal of Operational Research,2007,182(2):704-729.
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[23]浦徐进,龚磊.消费者“搭便车”行为影响下的双渠道供应链定价和促销策略研究[J].中国管理科学,2016,24(10):86-95.
[24]陈树桢,熊中楷,梁喜.补偿激励下双渠道供应链协调和合同设计[J].中国管理科学,2009,17(1):64-75.
[25]徐广业,张旭梅.风险规避下基于价格折扣的双渠道供应链协调[J].系统管理学报,2016,25(6):1114-1121.
[26]刘云志,樊治平.考虑损失规避与产品质量水平的供应链协调契约模型[J].中国管理科学,2017,25(1):65-78.
[2]Huang Song,Yang Chao,Zhang Xi.Pricing and production decisions in dual-channel supply chains with demand disruptions[J].Computers&Industrial Engineering,2012,62(1):70-83.
[3]Firberg R,Ganslandt M,Sandstrom M.Pricing strategies in e-commerce:Bircks vs.Clicks[R].Working Paper,Sweden:Stcokholm School of Economies,2001.
[4]盛昭瀚,徐峰.地区差异化背景下制造商双渠道定价策略研究[J].管理科学学报,2010,13(6):1-10.
[5]肖肖,骆建文.面向资金约束制造商的双渠道供应链融资策略[J].系统管理学报,2016,25(1):121-129.
[6]Yao Dongqing,Liu J.Competitive price of mixed retail and e-tail distribution channels[J].Omega,2005,33(3):235-247.
[7]Chiang W Y K.Product availability in competitive and cooperative dual-channel distribution with stock-out based substitution[J].European Journal of Operational Research,2010,200(1):111-126.
[8]Abhishek V,Jerath K,Zhang Z J.Agency selling or reselling?Channel structures in electronic retailing[J].Management Science,2016,62(8):2259-2280.
[9]Chen K Y,Kaya M,Ozer O.Dual sales channel management with service competition[J].Manufacturing&Service Operations Management,2008,10(4):654-675.
[10]Yan Ruiliang,Zhi Pei.Retail services and firm profit in a dual-channel market[J].Journal of Retailing and Consumer Services,2009,16(4):306-314.
[11]Dumrongsiri A,Fan Ming,Jain A,et al.A supply chain model with direct and retail channels[J].European Journal of Operational Research,2008,187(3):691
[12]Dan Bin,Xu Guangye,Liu Can.Pricing policies in a dual-channel supply chain with retail services[J].International Journal of Production Economics,2012,139(1):312-320.
[13]Chiang W Y K,Chhajed D,Hess J D.Direct marketing,indirect profits:A strategic analysis of dual-channel supply-chain design[J].Management Science,2003,49(1):1-20.
[14]Wen U P,Chen Y C,Cheung K H.Equal pricing strategies in a dual channel supply chain[J].International Journal of Operations Research and Information Systems,2011,2(4):34-51.
[15]Yan Ruiliang.Managing channel coordination in a multi-channel manufacturer-retailer supply chain[J].Industrial Marketing Management,2011,40(4):636-642.
[16]王道平,张博卿,李小燕.联合促销下双渠道VMI供应链的竞争与协调[J].中国管理科学,2016,24(3):52-61.
[17]申成然,熊中楷,晏伟.网络比价行为下双渠道定价及协调策略研究[J].中国管理科学,2014,22(1):84-91.
[18]Saha S,Sarmah S P,Moon I.Dual channel closed-loop supply chain coordination with a reward-driven remanufacturing policy[J].International Journal of Production Research,2016,54(5):1503-1517.
[19]Xie Jiaping,Liang Ling,Liu Luhao,et al.Coordination contracts of dual-channel with cooperation advertising in closed-loop supply chains[J].International Journal of Production Economics,2017,183:528-538.
[20]Geng Qin,Mallik S.Inventory competition and allocation in a multi-channel distribution system[J].European Journal of Operational Research,2007,182(2):704-729.
[21]Boyaci T.Competitive stoking and coordination in a multi-channel distribution system[J].IIE Transactions,2005,37(5):407-427.
[22]Xu Guangye,Dan Bin,Zhang Xumei,et al.Coordinating a dual-channel supply chain with risk-averse under a two-way revenue sharing contract[J].International Journal of Production Economics,2013,147:171-179.
[23]浦徐进,龚磊.消费者“搭便车”行为影响下的双渠道供应链定价和促销策略研究[J].中国管理科学,2016,24(10):86-95.
[24]陈树桢,熊中楷,梁喜.补偿激励下双渠道供应链协调和合同设计[J].中国管理科学,2009,17(1):64-75.
[25]徐广业,张旭梅.风险规避下基于价格折扣的双渠道供应链协调[J].系统管理学报,2016,25(6):1114-1121.
[26]刘云志,樊治平.考虑损失规避与产品质量水平的供应链协调契约模型[J].中国管理科学,2017,25(1):65-78.