管理工程学报2012，Vol.26Issue(1)：125-130,6.
电子商务环境下双渠道供应链协调的补偿策略研究
A Compensation Strategy for Coordinating Dual-channel Supply Chains in E-commerce
摘要
Abstract
With the rapid development of E-Commerce, using Internet as a sales channel has received much attention from both the academy and industry. An increased number of companies have used Internet sales channels to reduce costs and expand market. Because of the existence of physical retail stores, Internet sales channels can inevitably lead to channel competition and conflicts, which are both an opportunity and a challenge for companies. The goal of this dissertation is to understand the operating mechanism of dual-channel supply chains and improve their operating efficiency. In this paper the interaction between supply chain members is analyzed through a game model, and the source of the ineffectiveness in dual-channel supply chains is explored and measured. In the end, an optimization and coordination mechanism is proposed.We first consider a centralized system in which all decisions are centralized to maximize performance for the entire supply chain. For instance, a manufacturer is vertically integrated with its retailers in the retailing channel. The vertical integration enables the manufacturer to control both retail price and direct sale price. The centralized system solution serves as a benchmark for the decentralized setting. We then consider a decentralized supply chain using the Stackelberg game. In the decentralized setting, both manufacturer and retailer make their own decisions to maximize individual profits. It is assumed that information on each player's demand function, cost structure, and decision rules is a common knowledge for all the parties concerned. The decision process follows the sequence: (1) a manufacturer as the Stackelberg leader determines the wholesale price and the direct sale price, and (2) a retailer as the follower sets his own optimal retail price based on the manufacturer's decisions. Furthermore, to coordinate the decentralized dual-channel supply chain we propose a new contract as the compensation mechanism to coordinate dual-channel supply chains. In this compensation mechanism, a manufacturer gives its retailers a fraction of revenues generated by the direct channel. Then the manufacturer charges a "franchise fee" to compensate its retailers. Finally, the effectiveness of this compensation mechanism on channel coordination is verified through a numerical example.This study shows that in the dual-channel supply chain the optimal price of the traditional channel under the decentralized system is higher than that under the centralized system. Moreover, in the decentralized system the profit of the entire supply chain is less than that in the centralized system. Therefore, the supply chain system is inefficient. We also find that a manufacturer can motivate its retailers to cooperate by providing compensation mechanisms that not only maximizes the profit of the dual-channel supply chain but also ensure both supply chain members achieve a win-win situation.The demand function is assumed to be particular in this paper. Although this particular demand model has been used extensively in the economics and marketing literature, it is still worth studying demand uncertainty. In this paper, we assume that all information is known to the direct channel and the traditional channel. However, the information could be incomplete. Therefore, we can explore the demand uncertainty and asymmetric information situations for further research.关键词
双渠道/供应链协调/补偿策略/电子商务Key words
dual-channel/supply chain coordination/compensation strategy/E-commerce分类
管理科学引用本文复制引用
但斌,徐广业,张旭梅..电子商务环境下双渠道供应链协调的补偿策略研究[J].管理工程学报,2012,26(1):125-130,6.基金项目
国家自然科学基金资助项目(71172084,70972056) （71172084,70972056）
中央高校基本科研业务费资助课题(CDJXS11022202) （CDJXS11022202）
