本文考虑了由单个网络零售商和单个第三方物流企业（TPL）构成的二级网购供应链，在产品价格、双方努力水平同时影响市场需求的情况下，研究了基于双边努力因素的网购供应链协调问题。通过对网购供应链集中决策和分散决策下双方的最优解对比发现，两部定价契约不能实现网购供应链协调，提出采用双边努力成本共担契约对网购供应链进行协调，并与分散决策下网络零售商单边承担TPL努力成本进行对比，研究结果表明：努力成本分担系数的不同对双方的努力水平有显著影响，且双边努力成本共担契约不仅能实现双方努力水平的协调以及增加了产品的市场需求量，而且实现了网购供应链系统收益的帕累托改进。最后，通过算例验证了双边努力成本共担契约的有效性，并对相关参数的灵敏度进行了分析。
In this paper. the issue of coordination for two-stage online shopping supply chain consisting of one online retailer and one thirty party logistics enterprise (TPL) is investigated. Meanwhile, the demand is influenced by the retailer's sales effort level and TPL's logistics improvement effort level except price. Using the game theory, it is found that the two-part tariff contract cannot coordinate the online shopping supply chain by comparing the optimal solutions in the two cases of the centralized decision-making and decentralized decision-making. In order to effectively coordinate the online shopping supply chain, a bilateral effort cost-sharing contract is designed to by integrating the endeavors of the online retailer and the TPL. The optimal level of sales effort, optimal level of logistics effort and optimal profit of online shopping supply chain are identified. Further, it is found that the effort levels of both parties are highest than the unilateral effort cost-sharing contract and no effort cost-sharing contract when sharing coefficients satisfy certain conditions, and the profit of online shopping supply chain is also improved, especially, when μ1=μ2=0.5, the effort levels of both parties in the case of bilateral effort cost-sharing contract are equal the ones in the case of centralized decision-making, and the profit of both parties realize the Pareto improvement. Sensitivity analyses are conducted to examine the impacts of changes in the unit effort cost on the performance of the online shopping supply chain. Finally, numerical examples are applied to illustrate the validity of the proposed method. The research results of this paper can provide a reference for the online retailer and the TPL to make decisions to share effort cost in the customer-centered market environment.
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