零售商不同风险偏好下混合渠道供应链创新协作策略

发布时间：2018-06-17 05:59

本文选题：供应链 + 风险偏好　；参考：《工业工程与管理》2017年06期

【摘要】：当制造商在线直销渠道和零售商传统渠道产品销售价格存在不确定性,利用CVaR构建的决策者不同风险态度模型,研究了零售商具有不同风险偏好时,零售商订货与混合渠道供应链制造商创新投入降低边际运作成本的决策问题。研究结果表明,与传统供应链下游竞争有利制造商创新投入不同,由于制造商直销渠道直接参与市场竞争,当混合渠道间竞争强度增大,制造商创新投入力度反而减小;制造商直销渠道潜在需求份额更大时,对其创新投入力度有促进作用。而零售商喜好风险,将使供应链的创新投入力度增强、渠道的总需求增加、消费者福利得到提高。接着对创新成本分担对供应链的影响进行分析,提出了成本分担与二部定价混合契约的供应链创新协作策略。
[Abstract]:When there is uncertainty in the selling price of manufacturers' online direct selling channels and retailers' traditional channel products, the different risk attitude models of decision makers constructed by CVaR are used to study the different risk preferences of retailers. The decision problem of retailer ordering and mixed channel supply chain manufacturers' innovative input to reduce marginal operating cost. The results show that different from the traditional supply chain downstream competition is beneficial to manufacturers innovation investment, because manufacturers directly participate in market competition, when the competition intensity between mixed channels increases, manufacturers innovation investment intensity decreases; When the manufacturer direct marketing channel potential demand share is bigger, to its innovation investment dynamics has the promotion function. But the retailer likes the risk, will make the supply chain innovation investment strength enhancement, the channel aggregate demand increases, the consumer welfare obtains the enhancement. Then, the paper analyzes the impact of innovation cost sharing on supply chain, and puts forward the innovation cooperation strategy of supply chain based on cost sharing and two pricing mixed contracts.
【作者单位】：广西财经学院工商管理学院;
【基金】：国家自然科学基金资助项目(71461001,41461110) 广西高校科学技术研究项目(2013YB211) 广西社科规划项目(13FGL002)
【分类号】：F274

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