考虑参照效应的双渠道供应链竞争策略与协调机制研究

发布时间：2019-01-07 19:20

【摘要】：随着电子商务和网络技术的发展,双渠道供应链成为供应链未来发展的一种趋势。在网店与实体店并存的情形下,消费者在购买产品时有了更多的参照对象。因此,参照效应的存在对双渠道供应链的运作有很大的影响。价格参照是引发渠道冲突的主要原因,网店的出现使原来实体店之间的竞争转换为实体店与网店的竞争。消费者除了关注产品的价格外,现在也越来越重视消费体验和消费品质。为了最大限度的满足消费者,在竞争中获得优势,实体店和网店不断提高和完善自身服务水平。在实体店服务和网店服务的刺激下,参照效应会产生新的变化。本文针对制造商开辟网店的双渠道供应链,首先,构建了制造商和实体店间的Stackelberg博弈模型,探讨参照效应对实体店和网店定价策略的影响,通过分析制造商和实体店的利润变化,尝试建立有效契约提高双渠道供应链成员的利润水平;然后,综合考虑实体店服务产生的需求正溢出效应和参照效应,构建了影响参照价格的动态方程,研究实体店服务影响供应链运作结果的复杂机理;最后,将网店的服务纳入研究范围,探究网店和实体店同时利用服务开展竞争时,参照效应如何影响双渠道供应链的运作。研究结果表明:(1)参照效应能够缓解实体店和网店的价格竞争,有效降低消费者渠道偏好对制造商收益和实体店收益产生的影响,从而改善双渠道供应链的运作效率。与集中决策模式相比,分散决策模式下供应链整体利润水平会降低,合理设计的两部定价契约能够作为协调双渠道供应链的有效机制。在协调契约中,参照效应同时影响制造商的批发价格和给予实体店单位产品的销售补贴,作为主导方的制造商应该积极利用参照效应寻求与实体店的合作。(2)实体店服务影响供应链运作的机理非常复杂。一方面,消费者搭便车行为会削弱实体店提供服务的意愿;另一方面,参照效应的存在会使实体店付出更多的努力来提高自身服务水平。简单的批发价格契约无法实现供应链整体协调,分散决策模式下实体店的服务水平会显著降低,从而导致供应链整体利润水平的下降。制造商主导的服务成本分担契约可以实现供应链的完全协调,在实体店服务意愿不足的情况下,制造商能够通过设计合理的激励机制来实现“双赢”。(3)在实体店服务和网店服务并存的情形下,参照效应能同时提高两个渠道的服务水平。与集中决策模式相比,分散决策模式下实体店的服务水平会降低,但网店的服务水平没有变化。双向成本分担契约并不能使双渠道实现完全协调,作为主导方的制造商去主动分担实体店的服务成本,然后向实体店收取固定的费用,在实现供应链成员收益Pareto改进的同时,使供应链达到完全协调。参照效应的存在,可以增加制造商与实体店之间建立协调契约的可能性。在现实中,制造企业开辟独立网店销售产品的现象越来越普遍,本文的研究可以为企业决策提供很多借鉴。例如,参照效应的存在可以有效缓解渠道之间的价格竞争,增大制造商和实体店之间合作的可能性。作为主导方的制造企业应该利用参照效应对供应链竞争策略和合作契约的影响,积极寻求与下游企业开展合作,在增加双方收益的同时改善供应链整体收益。
[Abstract]:With the development of e-commerce and network technology, the dual-channel supply chain has become a trend of the future development of the supply chain. In the case where the online store and the entity store coexist, the consumer has more reference objects when purchasing the product. Therefore, the existence of the reference effect has great influence on the operation of the dual-channel supply chain. The price reference is the main cause of the channel conflict, and the appearance of the online store makes the competition between the original and the solid stores converted to the competition between the solid store and the online store. In addition to paying attention to the price of the product, the consumer is now paying more attention to the consumption experience and the consumption quality. To maximize customer satisfaction, gain advantages in competition, solid stores and online stores constantly improve and improve their own service levels. The reference effect creates new changes with the stimulus of the entity store service and the online store service. In this paper, a two-channel supply chain is opened for the manufacturer. First, the Stackelberg game model between the manufacturer and the entity store is built, the influence of the reference effect on the pricing strategy of the physical store and the online store is discussed, and the profit change of the manufacturer and the entity store is analyzed. In this paper, we try to set up an effective contract to improve the profit level of the members of the dual-channel supply chain. Then, considering the demand positive spillover effect and the reference effect of the entity store service, the dynamic equation affecting the reference price is constructed, and the complex mechanism of the operation result of the supply chain is studied. and finally, the service of the online store is included in the research range, and when the online store and the entity store are used for competition with the service, the reference effect influences the operation of the dual-channel supply chain. The results show that (1) the reference effect can reduce the price competition of the physical store and the online store, effectively reduce the influence of the consumer channel preference on the manufacturer's income and the income of the entity store, thereby improving the operation efficiency of the dual-channel supply chain. Compared with the centralized decision-making mode, the overall profit level of the supply chain in the decentralized decision-making mode can be reduced, and the two pricing contracts that are reasonably designed can serve as an effective mechanism for coordinating the dual-channel supply chain. In the coordination contract, the reference effect affects the wholesale price of the manufacturer and the sales subsidy to the entity store unit product. The manufacturer of the leading party should actively use the reference effect to seek the cooperation with the entity store. (2) The mechanism of the operation of the supply chain is very complicated. On the one hand, the consumer's hitchhiking will weaken the will of the physical store to provide services; on the other hand, the presence of the reference effect will give the physical store more effort to improve its own level of service. The simple wholesale cheap contract can not realize the overall supply chain coordination, and the service level of the entity store in the decentralized decision-making mode can be significantly reduced, resulting in a decrease in the overall profit level of the supply chain. The manufacturer-led service cost-sharing contract can achieve full coordination of the supply chain, and the manufacturer can achieve the 鈥渨in-win鈥，

本文编号：2404043