考虑平台数据赋能的电商供应链成本分担策略选择研究

doi:10.16381/j.cnki.issn1003-207x.2020.2175

中国管理科学 ›› 2021, Vol. 29 ›› Issue (10): 58-69.doi: 10.16381/j.cnki.issn1003-207x.2020.2175

• 论文 • 上一篇

考虑平台数据赋能的电商供应链成本分担策略选择研究

肖迪¹,²，陈瑛¹，王佳燕¹，鲁其辉^1,2

1.浙江工商大学工商管理学院，浙江杭州310018；2.浙江工商大学现代商贸研究中心，浙江杭州310018

收稿日期:2020-08-31 修回日期:2020-12-11 出版日期:2021-10-20 发布日期:2021-10-21
通讯作者: 肖迪(1980-)，男(汉族)，山东泰安人，浙江工商大学工商管理学院，教授，博士，研究方向：供应链与物流管理，Email：xiao_di1980@163.com. E-mail:xiao_di1980@163.com
基金资助:
浙江省社会科学规划项目(21NDJC079YB)；浙江省自然科学基金资助项目(LY18G020002)；国家自然科学基金资助项目(71672179)

Choice of Cost Sharing Strategy in E-commerce Supply Chain Considering Platform Digital Empowerment

XIAO Di^1,2, CHEN Ying¹, WANG Jiayan¹, LU Qihui^1,2

1. School of Business Administration, Zhejiang Gongshang University, Hangzhou 310018, China;2. Research Center of Modern Business and Trade, Zhejiang Gongshang University, Hangzhou 310018, China

Received:2020-08-31 Revised:2020-12-11 Online:2021-10-20 Published:2021-10-21

摘要/Abstract

摘要： 近年来，平台型电商企业纷纷开始凭借其在数智化领域的优势赋能供应链成员，这极大地影响了电商供应链成员的运营决策和收益。本文考察了由一个平台型电商企业和一个线上零售商构成的供应链系统中，在平台型电商企业数据赋能，且线上零售商同时进行数据运用投入的情境下，零售商会在何种条件下接受数据赋能，以及怎样的成本分担机制更有助于发挥数据赋能的作用，实现供应链成员的共赢。本文从报童模型出发，运用建模的方法进行探讨，研究表明，只有双方数据运用合作所增加的成本较低时，零售商才会选择接受数据赋能。本文还分析了分散决策、零售商分担平台型电商企业的数据赋能成本，以及平台型电商企业分担零售商的数据运用投入成本三种情境下的决策均衡，指出供应链成员的数据运用效率是影响成本分担策略选择的重要因素，平台型电商企业和零售商均倾向于分担数据运用效率高的一方的成本。

关键词: 电商供应链, 数据赋能, 成本分担, 策略选择

Abstract: In recent years, e-commerce platforms have begun to empower supply chain members by virtue of their advantages in the field of digital intelligence, which has greatly affected the operational decisions and benefits of e-commerce supply chain members. For example, Alibaba released a data analysis system in 2018 called “Intelligent Supply Chain Brain”, using big data and algorithms to optimize supply chain decisions, and Nestle became the first brand to use this intelligent system. Nestle can check its order quantity, transportation time, inventory amount and turnover days through this system, and optimize its production, inventory and sales management based on this. After using this system, the inventory turnover of its Tmall official flagship store has dropped by 40%, and the efficiency of attracting new customers has increased by more than 98%. This phenomenon is reqarded as platform digital empowerment. According to the business practice and related literature description, platform digital empowerment is defined as the behavior that the platform relies on its massive operational data, with the help of emerging information technologies such as big data and cloud computing to gain insight into consumer characteristics and provide more accurate and intelligent data strategy support for supply chain partners. The platform digital empowerment helps to improve the supply chain partners' ability to apply data and improve their operational efficiency.

Key words: e-commerce supply chain, digital empowerment, cost sharing;strategy selection

中图分类号:

F253

肖迪,陈瑛，王佳燕，鲁其辉. 考虑平台数据赋能的电商供应链成本分担策略选择研究[J]. 中国管理科学, 2021, 29(10): 58-69.

XIAO Di, CHEN Ying, WANG Jiayan, LU Qihui. Choice of Cost Sharing Strategy in E-commerce Supply Chain Considering Platform Digital Empowerment[J]. Chinese Journal of Management Science, 2021, 29(10): 58-69.

参考文献

[1] Netessine S, Rudi N. Supply chain choice on the internet [J] . Management Science, 2006, 52(6):844-864.
[2] Chen Jingxian， Liang Liang， Yao Dongqing Q， et al. Price and quality decisions in dual-channel supply chains [J] .European Journal of Operational Research, 2017, 259(3): 935-948.
[3] 赵礼强, 徐家旺. 基于电子市场的供应链双渠道冲突与协调的契约设计 [J] . 中国管理科学, 2014, 22(5): 61-68.Zhao Liqiang, Xu Jiawang. Contract design for conflict and coordination of dual-channel supply chain based on electronic market [J] . Chinese Journal of Management Science, 2014, 22(5): 61-68.
[4] Ryan J K, Sun D, Zhao X. Coordinating a supply chain with a manufacturer-owned online channel: a dual channel model under price competition [J] . IEEE Transactions on Engineering Management, 2013, 60(2): 247-259.
[5] Chiang W Y K. Product availability in competitive and cooperative dual-channel distribution with stock-out based substitution [J] . European Journal of Operational Research, 2010, 200(1):111-126.
[6] 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.Dan Bin, Xu Guangye, Zhang Xumei. Research on compensation strategy of dual channel supply chain coordination in e-commerce environment [J] . Chinese Journal of Management Engineering, 2012, 26(1): 125-130.
[7] 但斌, 徐广业. 随机需求下双渠道供应链协调的收益共享契约 [J] . 系统工程学报, 2013, 28(4): 514-521.Dan Bin, Xu Guangye. Revenue-sharing contract of dual-channel supply chain coordination under random demand [J] . Journal of Systems Engineering, 2013, 28(4): 514-521.
[8] Togar M S, Ramaswami S. A benchmarking scheme for supply chain collaboration [J] . Benchmarking: An International Journal, 2004, 11(1): 9-30.
[9] 李凯, 李伟, 安岗. 基于不同研发模式的零售商需求信息分享策略 [J] . 系统工程学报, 2019, 34(2): 44-56.Li Kai, Li Wei, An Gang. Retailer demand information sharing strategy based on different R&D models [J] . Journal of Systems Engineering, 2019, 34(2): 44-56.
[10] Lee J Y, Cho R K. Contracting for vendor-managed inventory with consignment stock and stockout-cost sharing [J] . International Journal of Production Economics, 2014, 151(5):158-173.
[11] Ahmadi-Javid A, Hoseinpour P. On a cooperative advertising model for a supply chain with one manufacturer and one retailer [J] . European Journal of Operational Research, 2012, 219(2): 458-466.
[12] Gurnani H, Sharma A, Grewal D. Optimal returns policy under demand uncertainty [J] . Journal of Retailing, 2010, 86(2): 137-147.
[13] 彭鸿广, 骆建文. 不对称信息下供应链成本分担激励契约设计 [J] . 系统管理学报, 2015(2): 267-274.Peng Hongguang, Luo Jianwen. Supply chain cost sharing incentive contract design under asymmetric information [J] . Journal of System Management, 2015(2): 267-274.
[14] 周艳菊, 黄雨晴, 陈晓红，等.促进低碳产品需求的供应链减排成本分担模型 [J] . 中国管理科学, 2015, 23(7): 87-95.Zhou Yanju, Huang Yuqing, Chen Xiaohong, et al. Supply chain abatement cost sharing model to promote demand for low-carbon products [J] . Chinese Journal of Management Science, 2015, 23(7): 87-95.
[15] 王节祥,盛亚. 平台赋能：提升复杂产品生产能力 [N] . 中国社会科学报,2017-09-13(004).Wang Jiexiang, Sheng Ya. Platform empowerment: Enhancing the production capacity of complex products [N] . Chinese Journal of Social Sciences, 2017-09-13(004).
[16] Sun Qian, Wang Chang, Zuo Lyushui, et al. Digital empowerment in A WEEE collection business ecosystem: A comparative study of two typical cases in China [J] . Journal of Cleaner Production, 2018(184)：414-422.
[17] Leong C M L, Pan S L, Newell S, et al. The emergence of self-organizing E-commerce ecosystems in remote villages of china: A tale of digital empowerment for rural development [J] . Mis Quarterly, 2016, 40(2):475-484.
[18] Lenka S, Parida V, Wincent J.Digitalization capabilities as enablers of value co-creation in servitizing firms: Digitalization capabilities [J] . Psychology & Marketing, 2017, 34(1): 92-100.
[19] Karray S, Martin-Herran G, Zaccour G. Assessing the profitability of cooperative advertising programs in competing channels [J] . International Journal of Production Economics, 2017, 187(5):142-158.
[20] Kaya M, zer . Quality risk in outsourcing: Noncontractible product quality and private quality cost information [J] . Naval Research Logistics, 2010, 56(7): 669-685.

考虑平台数据赋能的电商供应链成本分担策略选择研究

Choice of Cost Sharing Strategy in E-commerce Supply Chain Considering Platform Digital Empowerment

PDF (PC)

可视化

摘要/Abstract

引用本文

使用本文

参考文献

相关文章 13

Metrics

本文评价

推荐阅读 0

[1]	徐浩, 谭德庆. 区域合作污染控制及动态收益分配策略研究[J]. 中国管理科学, 2021, 29(9): 65-76.
[2]	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.
[3]	曲国华, 杨柳, 曲卫华, 李巧梅. 第三方国际环境审计下考虑政府监管与公众监督策略选择的演化博弈研究[J]. 中国管理科学, 2021, 29(4): 225-236.
[4]	王芹鹏. 考虑参考减排努力水平效应的联合减排与竞争动态策略研究[J]. 中国管理科学, 2020, 28(10): 172-182.
[5]	张李浩, 董款, 张荣. 基于碳配额交易和减排技术的供应链策略选择[J]. 中国管理科学, 2019, 27(1): 63-72.
[6]	曲优, 关志民, 叶同, 陶瑾. 基于混合CVaR的供应链绿色研发-广告决策与协调机制研究[J]. 中国管理科学, 2018, 26(10): 89-101.
[7]	周艳菊, 鲍茂景, 陈晓红, 徐选华. 基于公平关切的低碳供应链广告合作-减排成本分担契约与协调[J]. 中国管理科学, 2017, 25(2): 121-129.
[8]	徐江伟, 蒋丽. 基于互惠行为的成本分担采购承包合约研究[J]. 中国管理科学, 2017, 25(12): 109-116.
[9]	李友东, 谢鑫鹏, 营刚. 两种分成契约下供应链企业合作减排决策机制研究[J]. 中国管理科学, 2016, 24(3): 61-70.
[10]	浦徐进, 龚磊. 消费者“搭便车”行为影响下的双渠道供应链定价和促销策略研究[J]. 中国管理科学, 2016, 24(10): 86-94.
[11]	周艳菊, 黄雨晴, 陈晓红, 徐选华. 促进低碳产品需求的供应链减排成本分担模型[J]. 中国管理科学, 2015, 23(7): 85-93.
[12]	黄敏镁. 基于演化博弈的供应链协同产品开发合作机制研究[J]. 中国管理科学, 2010, 18(6): 155-162.
[13]	艾凤义, 侯光明. 纵向研发合作中的收益分配和成本分担机制[J]. 中国管理科学, 2004, (6): 86-90.