考虑产品质量和利他偏好关切的电商供应链模型研究

doi:10.16381/j.cnki.issn1003-207x.2019.0428

摘要/Abstract

摘要： 考虑产品质量的影响，文章构建了电商供应链的决策模型，包括不考虑关切的分散决策、电商平台利他偏好关切的分散决策和供应链集中决策模型。然后，求解各种模型的最优决策，探讨电商平台的利他偏好行为对供应链决策的影响。接着，结合实际案例阐述电商平台利他偏好的影响，最后，用数值算例对结论进行验证。研究表明：（1）消费者对产品质量重视程度的增加能够大幅度提高制造商、电商平台和供应链整体的利润。（2）分散决策下电商平台的利他偏好能够提高制造商利润，降低自身利润，但对供应链系统利润的影响是先增加后减少；而且当电商平台利他偏好时，分散决策与集中决策下产品售价的大小关系不确定，这与传统供应链中"集中决策下售价最低"的结论不同。（3）电商平台服务水平，制造商销售价格和产品质量随着利他偏好程度的增加而增加，且增加速率一直变快，但是与集中决策下的最优决策存在较大的差距。（4）电商平台的利他偏好行为主要表现为电商平台提升自身的服务水平，虽然有助于供应链的稳定运行，但现实中，电商平台的利他偏好程度一般比较小。文章的研究结论有助于补充完善ECSC的理论基础。

关键词: 电商供应链, 利他偏好关切, 产品质量, 佣金

Abstract: With the increasing popularity of online shopping, the E-commerce supply chain has gradually become a mainstream consumer channel, which has led the E-commerce platform to become channel leaders. In E-commerce supply chain, consumers usually perceive products by browsing images and text descriptions, and product quality is gradually becoming a key constraint on product sales. Therefore, considering the impact of product quality, decision-making models of E-commerce supply chain are constructed, including decentralized decision-making without considering concerns, decentralized decision-making of considering platform's altruistic preference concerns and centralized decision-making.
In these three models, the manufacturer's profit function is π_m=(p-ρ-c) q-hμ²/2-f. The profit function of the E-commerce platform is π_e=ρq-ks²/2+f, and the utility function is U_e=π_e+θπ_m.
In these functions, p is unit sales price of products; c is unit production cost; ρ is the unit product commission charged by the E-commerce platform to the manufacturer (assuming that ρ<p-c); μ is quality level of product; s is the platform's service level provided to selling; f is the technical service fee paid by the manufacturer to the e-commerce platform; q=α-βp+δμ+γs is market amount.
Then, the optimal decisions of three models are solved and comparatively analyzed to discuss the influence of platform's altruistic preference concerns on supply chain decisions. Then, the influence of altruistic preferences on E-commerce platforms is explained with actual cases. Finally, numerical examples are used to verify the conclusions.
Research shows that:(1) Consumers' emphasis on product quality can increase the profits of the manufacturer, the E-commerce platform and supply chain system. (2) The platform's preference concerns under decentralized decision-making can improve the manufacturer' profit, while harm the platform's profit. The supply chain system profit first increases and then decreases due to the platform's preference concerns. Moreover, when the E-commerce platform has an altruistic preference, the relationship between product prices under decentralized and centralized decision making is uncertain, which is different from the conclusion that "prices are lowest under centralized decision making" in traditional supply chains. (3) Service level, sales price and product quality increase with the increase of altruistic preferences, and the rate of increase grows faster. But there is still a large gap between the optimal decisions of decentralized decision-making and centralized decision-making. (4) The altruistic preference behavior of E-commerce platforms is mainly manifested in the fact that E-commerce platforms improve their service levels. Although it helps the stable operation of the supply chain, in reality, the degree of altruistic preferences of E-commerce platforms is generally low.
The research conclusions of the article help to complement and improve the theoretical basis of the E-commerce supply chain.

Key words: e-commerce supply chain, altruistic preference concern, product quality, commission

中图分类号:

F406.7
F224

王玉燕, 申亮, 韩强, 苏梅. 考虑产品质量和利他偏好关切的电商供应链模型研究[J]. 中国管理科学, 2021, 29(9): 123-134.

WANG Yu-yan, SHEN Liang, HAN Qiang, SU Mei. E-commerce Supply Chain Model Considering Product Quality and Altruistic Preference Concern[J]. Chinese Journal of Management Science, 2021, 29(9): 123-134.

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