电商环境下考虑顾客期望的收益共享契约研究

发布时间：2018-06-01 04:53

本文选题：收益共享契约 + 供应链协调　；参考：《合肥工业大学》2017年硕士论文

【摘要】：随着网络技术的发展和生活水平的提高,在线购物已经成为了人们在购物时的重要选择。顾客在线上浏览商品时,可以轻易获取到众多零售商的历史销售数据,并倾向于选择销量较好的零售商进行购买。在此背景下,供应链成员在电商环境下应该如何进行决策、如何制定契约等问题的讨论具有重要现实意义。而由于电商平台复杂的市场环境,零售商对风险的态度以及供应链出售商品的种类不尽相同,只有对于特定环境下制定适合的供应链契约,才能更好地协调供应链。本文建立了电商环境下的供应链模型,并设定第二销售期市场需求受到历史销量和顾客期望的双重影响。其中,顾客期望由顾客通过线上浏览,了解物品市场销售情况而形成,而历史销量会由成交记录给出。本文分别在零售商风险中立和风险厌恶的情况下建立了供应链模型。在零售商风险中立的供应链研究中,分析了出售易逝品及非易逝品的集中型供应链下供应链企业的决策,得到了系统的最优订货量。并以此为依据,给出了使用收益共享契约协调供应链的条件。本文得到,只有使用动态的收益共享契约才能有效协调供应链。而在零售商风险厌恶的供应链研究中,文章同样分别在供应链出售易逝品和非易逝品的情况下,使用收益共享契约对供应链进行了协调。文章得到,顾客通过观察到其他零售商销量较高,导致心理期望上升时,会影响所有供应链成员的利润;而在零售商风险厌恶的供应链中,风险厌恶指数的上升也会使得供应链整体利益受损。另外,文章通过算例验证了顾客期望和零售商风险厌恶程度的变化对供应链利润的影响。
[Abstract]:With the development of network technology and the improvement of living standard, online shopping has become an important choice in shopping. Customers can easily access the historical sales data of many retailers when browsing online, and tend to choose the ones with better sales. In this context, it is of great practical significance to discuss how members of supply chain should make decisions and how to make contracts in the context of ecommerce. However, due to the complex market environment of e-commerce platform, retailers' attitude to risk and the types of goods sold in the supply chain are different. Only when a suitable supply chain contract is made for a specific environment, the supply chain can be better coordinated. In this paper, a supply chain model in e-commerce environment is established, and the market demand in the second sales period is affected by both historical sales volume and customer expectation. Among them, the customer expectation is formed by the customer browsing online to understand the sales situation of the goods market, and the historical sales volume will be given by the transaction record. This paper establishes the supply chain model under the condition of risk neutrality and risk aversion respectively. In the research of retailers' risk-neutral supply chain, the decision of supply chain enterprises under the centralized supply chain which sells perishable goods and non-perishable goods is analyzed, and the optimal order quantity of the system is obtained. On the basis of this, the conditions of coordinating supply chain by means of revenue sharing contract are given. In this paper, only the use of dynamic revenue sharing contracts can effectively coordinate the supply chain. In the supply chain research of retailers' risk aversion, the paper also coordinates the supply chain by means of the profit sharing contract when the supply chain sells perishable goods and non-perishable goods respectively. The results show that when customers observe that other retailers have higher sales, which results in higher psychological expectations, it will affect the profits of all supply chain members, while in retailers' risk-averse supply chain, it will affect the profit of all the members of the supply chain. The rise of risk aversion index will also damage the overall benefit of the supply chain. In addition, the effect of customer expectation and retailer risk aversion on the profit of supply chain is verified by an example.
【学位授予单位】：合肥工业大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F274

【相似文献】