线上线下融合模式下考虑战略顾客行为的供应链协调研究
|
摘要
在移动电商高速发展和移动支付日益便捷的时代,线上线下融合商务模式正日益成为传统零售、电子商务甚至快递物流企业转型升级的重要方向,影响着供应链运营管理及其优化决策。线上线下融合模式下的战略顾客行为不同于传统模式,其对于供应链运营管理及其优化决策的影响也不同于传统模式。基于O2O运作模式特征,运用战略顾客行为理论、供应链优化与协调理论,本文分别构建了"线上下单+线下体验+线下支付+自行提货"O2O模式1、"线上浏览+线下体验+线上购买+线下配送"O2O模式2、纯线下模式和纯线上模式下考虑战略顾客行为的供应链集中决策模型和契约协调模型,并进行了相应的数值分析,在此基础上,提出了相应的管理启示。研究结果表明:(1)无论是"线上下单+线下体验+线下支付+自行提货"O2O模式1还是"线上浏览+线下体验+线上购买+线下配送"O2O模式2,收益分享契约机制可以有效地实现战略顾客行为下的供应链协调。(2)对比两种O2O模式和两种非O2O模式,O2O模式1和O2O模式2能给供应链及其成员带来更多的利润,而纯线上模式和纯线下模式能给战略顾客带来更高的效用。(3)O2O模式下,制定较高的自提补贴和较低的折扣价格,有利于提高供应链及其成员的运营绩效。(4)O2O模式下,增强产品及其相关服务的实际体验效用,有利于提高供应链整体及其成员的运营绩效,有利于提高战略顾客的净效用。
In the era of rapid development of mobile electronics and high convenience of mobile payment,Online To Offline(O2O)business mode is increasingly becoming the important direction of transformation and upgrading for the industries of traditional retail,e-commerce and even express logistics,affecting the supply chain operations and its optimization decisions.Strategic consumer behavior under the Online-toOffline(O2O)mode is different from the traditional mode,and its impact on supply chain operations management and optimization decisions is also different from the traditional mode.Based on the characteristics of O2O mode,using theories of strategic consumer behavior and supply chain optimization and coordination,centralized decision and contract coordination models for supply chain considering the strategy consumer behavior under the O2O mode 1 of‘online order+offline experience+ offline payment+self-delivery',the O2O mode 2 of‘online browsing +offline experience+ online payment+ offline delivery',the offline mode and the online mode are developed and analyzed respectively,and the corresponding numerical analysis is implemented,on this basis,the management insights are summarized in this paper.The results show that:(1)Whether under the O2O mode 1 of‘online order+offline experience+ offline payment+self-delivery'or under the O2O mode 2 of‘online browsing +offline experience+ online payment+ offline delivery',whether under the online mode or under the offline mode,a revenue sharing contract mechanism can effectively achieve the supply chain coordination under the strategic customer behavior.(2)Comparing two types of O2O mode with two-types of non-O2O mode,it is showed that O2O mode 1 and O2O mode 2 can bring more profit to the supply chain and its members,while pure online mode and pure offline mode can bring higher utility to strategic customers.(3)Setting higher subsidies and lower discount prices under the O2Omode is beneficial for improving the operations performance of the supply chain and its members.(4)Improving the utility from the actual experience of product and the corresponding service under the O2Omode,is beneficial for improving the operations performance of the supply chain and its members,and also is beneficial for improving the net utility of strategic customers.This research has strong academic value and innovation significance on the area of the impact of strategic consumer behavior on the supply chain coordination under the O2O mode,and provides theoretical support and decision-making reference for supply chain decision-makers correctly understanding the strategic consumer behavior under the O2O mode and making the right decisions.
In the era of rapid development of mobile electronics and high convenience of mobile payment,Online To Offline(O2O)business mode is increasingly becoming the important direction of transformation and upgrading for the industries of traditional retail,e-commerce and even express logistics,affecting the supply chain operations and its optimization decisions.Strategic consumer behavior under the Online-toOffline(O2O)mode is different from the traditional mode,and its impact on supply chain operations management and optimization decisions is also different from the traditional mode.Based on the characteristics of O2O mode,using theories of strategic consumer behavior and supply chain optimization and coordination,centralized decision and contract coordination models for supply chain considering the strategy consumer behavior under the O2O mode 1 of‘online order+offline experience+ offline payment+self-delivery',the O2O mode 2 of‘online browsing +offline experience+ online payment+ offline delivery',the offline mode and the online mode are developed and analyzed respectively,and the corresponding numerical analysis is implemented,on this basis,the management insights are summarized in this paper.The results show that:(1)Whether under the O2O mode 1 of‘online order+offline experience+ offline payment+self-delivery'or under the O2O mode 2 of‘online browsing +offline experience+ online payment+ offline delivery',whether under the online mode or under the offline mode,a revenue sharing contract mechanism can effectively achieve the supply chain coordination under the strategic customer behavior.(2)Comparing two types of O2O mode with two-types of non-O2O mode,it is showed that O2O mode 1 and O2O mode 2 can bring more profit to the supply chain and its members,while pure online mode and pure offline mode can bring higher utility to strategic customers.(3)Setting higher subsidies and lower discount prices under the O2Omode is beneficial for improving the operations performance of the supply chain and its members.(4)Improving the utility from the actual experience of product and the corresponding service under the O2Omode,is beneficial for improving the operations performance of the supply chain and its members,and also is beneficial for improving the net utility of strategic customers.This research has strong academic value and innovation significance on the area of the impact of strategic consumer behavior on the supply chain coordination under the O2O mode,and provides theoretical support and decision-making reference for supply chain decision-makers correctly understanding the strategic consumer behavior under the O2O mode and making the right decisions.
引文
[1]黄锴.1号店于刚:O2O核心价值在于实现全渠道购物[N].21世纪经济报道,2014-6-27.
[2]吴晓志,陈宏,张俊.考虑在线补贴的零售商水平O2O供应链协调[J].中国管理科学,2014,22(S1):479-484.
[3]吴晓志,陈宏,张俊.考虑服务竞争的O2O供应链决策与协调[J].控制与决策,2015,30(8):1453-1461.
[4]张婷婷,陈宏,张俊.O2O模式下考虑促销努力的零售商双渠道供应链决策与协调研究[J].物流工程与管理,2015,37(11):151-152.
[5]Muth JF.Rational expectations and the theory of price movements[J].Econometrica,1961,29(3):315-335.
[6]Jacobson R,Obermiller C.The formation of expected future prices:A reference price for forward-looking consumers[J].Journal of Consumer Research,1990,16(4):420-432.
[7]Krishna A.The impact of dealing patterns on purchase behavior[J].Marketing Science,1994,13(4):351-373.
[8]Krishna A.,Currim I,Shoemaker R.Consumer perceptions of promotion activity[J].Journal of Marketing,1991,55(2):4-16.
[9]Ho TH,Tang CS,Bell DR.Rational shopping behavior and the option value of variable pricing.[J].Management Science,1998,44(12):S145-S160
[10]Su Xuanming.Intertemporal pricing with strategic consumer behavior[J].Management Science,2007,53(5):726-741.
[11]Su Xuanming.Optimal pricing with speculators and strategic consumers[J].Management Science,2010,56(1):25-40.
[12]Levin Y,McGill J,Nediak M.Dynamic pricing in the presence of strategic consumers and oligopolistic competition[J].Management Science,2009,55(1):32-46.
[13]Levin Y,McGill J,Nediak M.Optimal dynamic pricing of perishable Items by a mmonopolist facing strategic consumers[J].Production&Operations Management,2010,19(1):40-60.
[14]Parlaktürk A K.The value of product variety when selling to strategic consumers[J].Manufacturing&Service Operations Management,2012,14(3):371-385.
[15]Cachon GP,Feldman P.Price commitments with strategic consumers:Why it can be optimal to discount more frequently′Than Optimal[J].Manufacturing&Service Operations Management,2015,17(3):399-410.
[16]Shum S,Tong Shilu,Xiao Tingting.On the impact of uncertain cost reduction when selling to strategic customers[J].Management Science,2016,63(3):843-860.
[17]Lobel I,Patel J,Vulcano G,et al.Optimizing product launches in the presence of strategic consumers[J].Management Science,2016,62(6):1778-1799.
[18]Cachon GP,Swinney R.Purchasing,pricing and quick response in the presence of strategic consumers[J].Management Science,2009,55(3):497-511.
[19]Wang Tie,Hu Qiying.Risk-averse newsvendor model with strategic consumer behavior[J].Journal of Applied Mathematics.2013:1-12.
[20]黄松,杨超,张曦.考虑战略顾客行为时的两阶段报童模型[J].系统管理学报,2011,20(1):63-70.
[21]黄松,杨超,张曦.考虑战略顾客行为带预算约束的多产品报童问题[J].中国管理科学,2011,19(3):70-78.
[22]Su Xuanming,Zhang Fuqiang.Strategic consumer behavior,commitment,and supply chain performance[J].Management Science,2008,54(10):1759-1773.
[23]李娟,黄培清,顾锋.基于顾客战略行为下的供应链系统的绩效研究[J].中国管理科学,2007,15(4):77-82.
[24]黄松,杨超,张曦.考虑战略顾客行为时的供应链性能分析与协调[J].管理科学学报,2012,15(2):47-58.
[25]刘咏梅,孙玉华,范辰.基于条件风险值准则的战略顾客报童模型[J].计算机集成制造系统,2013,19(10):2572-2581.
[26]Su Xuanming,Zhang Fuqiang.On the value of commitment and availability guarantees when selling to strategic consumers[J].Management Science,2009,55(5):713-726.
[27]Yin Rui,Aviv Y,Pazgal A,et al.Optimal markdown pricing:Implications of inventory display formats in the presence of strategic customers[J].Management Science,2009,55(8):1391-1408.
[28]Lai Guoming,Debo L G,Sycara K.Buy now and match later:Impact of posterior price matching on profit with strategic consumers[J].Manufacturing&Service Operations Management,2010,12(1):33-55.
[29]Osadchiy N,Vulcano,G.Selling with binding reservations in the presence of strategic consumers[J].Management Science,2010,56(12):2173-2190.
[30]Cachon GP,Swinney R.The value of fast fashion:Rapid production,enhanced design,and strategic consumer behavior[J].Management Science,2011,57(4):778-795.
[31]Swinney R.Selling to strategic consumers when product value is uncertain:The value of matching supply and demand[J].Management Science,2011,57(10):1737-1751.
[32]Yang Daojian,Qi Ershi,Li Yajiao.Quick response and supply chain structure with strategic consumers[J].Omega,2015,52:1-14.
[33]计国君,杨光勇.战略顾客下最惠顾客保证对提前购买的价值[J].管理科学学报,2010,13(7):16-25.
[34]杨光勇,计国君.存在战略顾客的退货策略研究[J].管理科学学报,2014,17(8):23-33+94.
[35]杨光勇,计国君.战略顾客行为对竞争性供应链绩效的影响[J].系统工程理论与实践,2014,34(8):1998-2006.
[36]江文,陈旭.限额与交易下考虑战略顾客行为的供应链决策与协调[J].控制与决策,2016,31(3):477-485.
[37]计国君,张灵,杨光勇,等.基于战略顾客行为的不同权力结构下供应链绩效[J].控制与决策,2016,31(3):458-466.
[38]Du Peng,Xu Lei,Chen Qiushuang,et al.Pricing competition on innovative product between innovator and entrant imitator facing strategic customers[J].International Journal of Production Research,2016:1-29.
[39]计国君,杨光勇.存在战略顾客的模仿创新研究[J].管理科学学报,2013,16(4):51-62.
[40]杨光勇,计国君.基于战略顾客行为的进入威慑策略研究[J].中国管理科学,2015,23(11):153-162.
[41]赵守婷,张菊亮.新产品供应链协调[J].中国管理科学,2016,24(2):134-143.
[42]陈宇科,熊龙,董景荣.基于均值-CVaR的闭环供应链协调机制[J].中国管理科学,2017,25(2):68-77.
[43]刘云志,樊治平.考虑损失规避与产品质量水平的供应链协调契约模型[J].中国管理科学,2017,25(1):65-77.
[2]吴晓志,陈宏,张俊.考虑在线补贴的零售商水平O2O供应链协调[J].中国管理科学,2014,22(S1):479-484.
[3]吴晓志,陈宏,张俊.考虑服务竞争的O2O供应链决策与协调[J].控制与决策,2015,30(8):1453-1461.
[4]张婷婷,陈宏,张俊.O2O模式下考虑促销努力的零售商双渠道供应链决策与协调研究[J].物流工程与管理,2015,37(11):151-152.
[5]Muth JF.Rational expectations and the theory of price movements[J].Econometrica,1961,29(3):315-335.
[6]Jacobson R,Obermiller C.The formation of expected future prices:A reference price for forward-looking consumers[J].Journal of Consumer Research,1990,16(4):420-432.
[7]Krishna A.The impact of dealing patterns on purchase behavior[J].Marketing Science,1994,13(4):351-373.
[8]Krishna A.,Currim I,Shoemaker R.Consumer perceptions of promotion activity[J].Journal of Marketing,1991,55(2):4-16.
[9]Ho TH,Tang CS,Bell DR.Rational shopping behavior and the option value of variable pricing.[J].Management Science,1998,44(12):S145-S160
[10]Su Xuanming.Intertemporal pricing with strategic consumer behavior[J].Management Science,2007,53(5):726-741.
[11]Su Xuanming.Optimal pricing with speculators and strategic consumers[J].Management Science,2010,56(1):25-40.
[12]Levin Y,McGill J,Nediak M.Dynamic pricing in the presence of strategic consumers and oligopolistic competition[J].Management Science,2009,55(1):32-46.
[13]Levin Y,McGill J,Nediak M.Optimal dynamic pricing of perishable Items by a mmonopolist facing strategic consumers[J].Production&Operations Management,2010,19(1):40-60.
[14]Parlaktürk A K.The value of product variety when selling to strategic consumers[J].Manufacturing&Service Operations Management,2012,14(3):371-385.
[15]Cachon GP,Feldman P.Price commitments with strategic consumers:Why it can be optimal to discount more frequently′Than Optimal[J].Manufacturing&Service Operations Management,2015,17(3):399-410.
[16]Shum S,Tong Shilu,Xiao Tingting.On the impact of uncertain cost reduction when selling to strategic customers[J].Management Science,2016,63(3):843-860.
[17]Lobel I,Patel J,Vulcano G,et al.Optimizing product launches in the presence of strategic consumers[J].Management Science,2016,62(6):1778-1799.
[18]Cachon GP,Swinney R.Purchasing,pricing and quick response in the presence of strategic consumers[J].Management Science,2009,55(3):497-511.
[19]Wang Tie,Hu Qiying.Risk-averse newsvendor model with strategic consumer behavior[J].Journal of Applied Mathematics.2013:1-12.
[20]黄松,杨超,张曦.考虑战略顾客行为时的两阶段报童模型[J].系统管理学报,2011,20(1):63-70.
[21]黄松,杨超,张曦.考虑战略顾客行为带预算约束的多产品报童问题[J].中国管理科学,2011,19(3):70-78.
[22]Su Xuanming,Zhang Fuqiang.Strategic consumer behavior,commitment,and supply chain performance[J].Management Science,2008,54(10):1759-1773.
[23]李娟,黄培清,顾锋.基于顾客战略行为下的供应链系统的绩效研究[J].中国管理科学,2007,15(4):77-82.
[24]黄松,杨超,张曦.考虑战略顾客行为时的供应链性能分析与协调[J].管理科学学报,2012,15(2):47-58.
[25]刘咏梅,孙玉华,范辰.基于条件风险值准则的战略顾客报童模型[J].计算机集成制造系统,2013,19(10):2572-2581.
[26]Su Xuanming,Zhang Fuqiang.On the value of commitment and availability guarantees when selling to strategic consumers[J].Management Science,2009,55(5):713-726.
[27]Yin Rui,Aviv Y,Pazgal A,et al.Optimal markdown pricing:Implications of inventory display formats in the presence of strategic customers[J].Management Science,2009,55(8):1391-1408.
[28]Lai Guoming,Debo L G,Sycara K.Buy now and match later:Impact of posterior price matching on profit with strategic consumers[J].Manufacturing&Service Operations Management,2010,12(1):33-55.
[29]Osadchiy N,Vulcano,G.Selling with binding reservations in the presence of strategic consumers[J].Management Science,2010,56(12):2173-2190.
[30]Cachon GP,Swinney R.The value of fast fashion:Rapid production,enhanced design,and strategic consumer behavior[J].Management Science,2011,57(4):778-795.
[31]Swinney R.Selling to strategic consumers when product value is uncertain:The value of matching supply and demand[J].Management Science,2011,57(10):1737-1751.
[32]Yang Daojian,Qi Ershi,Li Yajiao.Quick response and supply chain structure with strategic consumers[J].Omega,2015,52:1-14.
[33]计国君,杨光勇.战略顾客下最惠顾客保证对提前购买的价值[J].管理科学学报,2010,13(7):16-25.
[34]杨光勇,计国君.存在战略顾客的退货策略研究[J].管理科学学报,2014,17(8):23-33+94.
[35]杨光勇,计国君.战略顾客行为对竞争性供应链绩效的影响[J].系统工程理论与实践,2014,34(8):1998-2006.
[36]江文,陈旭.限额与交易下考虑战略顾客行为的供应链决策与协调[J].控制与决策,2016,31(3):477-485.
[37]计国君,张灵,杨光勇,等.基于战略顾客行为的不同权力结构下供应链绩效[J].控制与决策,2016,31(3):458-466.
[38]Du Peng,Xu Lei,Chen Qiushuang,et al.Pricing competition on innovative product between innovator and entrant imitator facing strategic customers[J].International Journal of Production Research,2016:1-29.
[39]计国君,杨光勇.存在战略顾客的模仿创新研究[J].管理科学学报,2013,16(4):51-62.
[40]杨光勇,计国君.基于战略顾客行为的进入威慑策略研究[J].中国管理科学,2015,23(11):153-162.
[41]赵守婷,张菊亮.新产品供应链协调[J].中国管理科学,2016,24(2):134-143.
[42]陈宇科,熊龙,董景荣.基于均值-CVaR的闭环供应链协调机制[J].中国管理科学,2017,25(2):68-77.
[43]刘云志,樊治平.考虑损失规避与产品质量水平的供应链协调契约模型[J].中国管理科学,2017,25(1):65-77.