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主办：中国优选法统筹法与经济数学研究会
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中国管理科学

中国管理科学 ›› 2025, Vol. 33 ›› Issue (5): 184-194.doi: 10.16381/j.cnki.issn1003-207x.2023.0632cstr: 32146.14/j.cnki.issn1003-207x.2023.0632

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考虑配送定价的协同配送周期决策优化研究

梅启煌1, 李建斌1, 郑宇婷2(), 谢闻3   

  1. 1.华中科技大学管理学院，湖北 武汉 430071
    2.福州大学经济与管理学院，福建 福州 350108
    3.中兴通讯股份有限公司，广东 深圳 518057
  • 收稿日期:2023-04-14 修回日期:2023-07-20 出版日期:2025-05-25 发布日期:2025-06-04
  • 通讯作者: 郑宇婷 E-mail:ytzheng@fzu.edu.cn
  • 基金资助:
    国家重点研发计划项目(2023YFB3308300);国家自然科学基金项目(72301074);教育部人文社会科学研究项目(24YJC630157)

Research on Optimization of Collaborative Delivery Cycle Decision Considering Distribution Pricing

Qihuang Mei1, Jianbin Li1, Yuting Zheng2(), Wen Xie3   

  1. 1.School of Management，Huazhong University of Science and Technology，Wuhan 430074，China
    2.School of Economics and Management，Fuzhou University，Fuzhou 350108，China
    3.Zhongxing Telecommunication Equipment Corporation，Shenzhen 518057，China
  • Received:2023-04-14 Revised:2023-07-20 Online:2025-05-25 Published:2025-06-04
  • Contact: Yuting Zheng E-mail:ytzheng@fzu.edu.cn

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摘要：

随着技术进步与用户健康意识提升，人们在医疗健康方面的消费习惯逐渐线上化，医药电商与线下小型医疗机构因此展开销售合作与物流协同，为顾客提供“线上下单，线下取药”的便捷服务。通过建立医药电商与线下小型医疗机构协同配送斯坦伯格博弈模型，线下小型医疗机构先决策收益共享比例，医药电商再决策配送价格与配送周期，为线下医疗机构和医药电商平台决策最优收益共享比例、最优价格和配送周期。结果表明，医药电商的价格决策对市场参数（如潜在市场规模、价格弹性等）更敏感，而配送周期决策则对物流参数（如订单体积、单位运输成本等）更加敏感；发现当小型医疗机构选择动态收益共享策略时，虽可达到自身利润最大化，但明显降低了供应链的整体利润。由此为医药电商提出运营管理决策建议：医药电商在注重提升自身运营能力的同时，也需要关注市场环境，同时在和线下医疗机构开展合作时需要尽可能提前达成一个比较合适的收益分成比例，从而在实现双赢的基础上达成供应链协调。

关键词: 医药电商, 协同配送, 定价决策, 配送周期决策, 收益共享

Abstract:

With technological advancement and increasing health awareness among users， consumers' consumption habits in the medical and health field have gradually shifted from offline to online. In order to seek new profit growth points and cope with the increasingly fierce market environment， pharmaceutical e-commerce platforms have partnered with small offline medical institutions to provide customers with convenient services of "online ordering and offline pickup" and achieve logistics collaboration. By establishing a Stackelberg game model for the collaborative distribution between pharmaceutical e-commerce and small offline medical institutions， the latter first decides the profit-sharing ratio， and then the former decides the delivery price and delivery period， achieving the optimal income-sharing ratio， price， and delivery cycle for both offline medical institutions and pharmaceutical e-commerce platforms. Through the analysis of historical orders， the stochastic demand is characterized by an additive model. The results show that pharmaceutical e-commerce platforms are more sensitive to market parameters （such as potential market size and price elasticity） in their price decisions， while delivery period decisions are more sensitive to logistics parameters （such as order volume and unit transportation cost）. It is found that when small medical institutions choose a dynamic profit-sharing strategy， although they can achieve their own profit maximization， it significantly reduces the overall profit of the supply chain. Therefore， pharmaceutical e-commerce platforms need to focus on improving their operational capabilities while paying attention to the market environment. Moreover， when cooperating with offline medical institutions， they need to reach a suitable profit-sharing ratio as early as possible， so as to achieve supply chain coordination on the basis of win-win.

Key words: medical e-commerce, collaborative distribution, pricing decision, distribution cycle decision, revenue sharing

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