考虑线上线下需求迁移下的供应链O2O最优服务决策研究

发布时间：2018-03-26 16:27

本文选题：OO　切入点：需求迁移　出处：《中国管理科学》2017年11期

【摘要】：在新兴电子商务环境中,线上与线下服务水平往往影响各自的客户需求,由此产生线上线下需求相互迁移而影响供应链系统的利润。本文考虑供应链O2O系统中客户需求受线上与线下服务影响,分别建立客户需求迁移和不迁移两种情形下,线下门店为品牌商自营门店的集中式服务决策模型,以及线下门店为品牌商加盟门店的分散式服务决策模型;计算集中式决策下使得O2O系统利润最大化的最优服务水平,以及分散式决策下使得品牌商与线下加盟商达到Nash均衡的最优服务水平以及所需条件,并通过算例仿真对所建模型结果进行验证和分析。研究结果表明,在集中式决策下,当且仅当线上或线下一方提供服务时,需求迁移或不迁移两种情形下的供应链O2O系统利润均可达到最优;当线上线下均提供服务时,只有需求不迁移情形可达到O2O系统最优。而分散式决策下,线上或线下单方提供服务及双方均提供服务时,若满足一定条件,需求不迁移和需求迁移两种情形始终存在Nash均衡解。
[Abstract]:In the emerging e-commerce environment, online and offline service levels often affect their respective customer needs, This paper considers that the customer demand in the supply chain O2O system is affected by the online and offline services, and establishes two cases of customer demand migration and non-migration, respectively. The centralized service decision model for the offline store is the self-owned brand store, and the decentralized service decision model for the offline store is the brand store, and the optimal service level for maximizing the profit of the O2O system under the centralized decision is calculated. And the optimal service level and the necessary conditions for the brand and offline franchisees to reach the Nash equilibrium under the decentralized decision making. The results of the model are verified and analyzed by the example simulation. The research results show that, under the centralized decision-making, If and only when the online or offline parties provide services, the profit of the supply chain O _ 2O system can be optimized under the circumstances of demand migration or non-migration; when both online and offline services are provided, Only in the case of no migration of demand can the optimal condition of O2O system be reached. In decentralized decision making, when the service is provided unilaterally, online or offline, and both parties provide the service, if certain conditions are satisfied, There are always Nash equilibrium solutions in the case of requirement non-migration and demand migration.
【作者单位】：东华大学旭日工商管理学院;
【基金】：国家自然科学基金资助项目(71572033,71172174)
【分类号】：F274;F724.6

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