基于电商平台销售的E-供应链主导模型与佣金协调机制研究
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摘要
将电商平台纳入E-供应链的决策中,考虑系统主导模式的差异和佣金在系统中的作用,文章对E-供应链主导模式和协调机制进行研究。文章首先构建了E-供应链的两种分散决策模型(制造商主导模型和电商平台主导模型)和集中决策模型;针对每种模型,求解相应的最优决策,并对不同模型之间的最优决策进行比较分析;在此基础上,设计出每种主导模型的佣金协调机制;最后,采用数值分析,对模型结论进行验证。研究表明:(1)在分散决策模式下,掌控E-供应链主导权的一方能够获得更高的收益。当制造商主导系统时,产品销售价格、电商平台的服务水平、制造商的利润、以及E-供应链系统利润均高于电商平台主导系统时的水平。产品销售价格、电商平台的服务水平、电商平台的利润、以及E-供应链系统的利润均随着佣金率的增大而增大,制造商的利润则随着佣金率的增大而减小。(2)在集中决策模式下,销售价格、电商平台的服务水平以及E-供应链系统的利润均达到最大;而且销售价格、服务水平以及E-供应链系统利润不受佣金变化的影响。(3)佣金协调机制可以实现系统的协调。这些研究结论有利于进一步丰富完善E-供应链的理论基础,为电商企业的决策提供参考指南。
The rise and prosperity of e-commerce,breaking the traditional business model,which provides lower operation cost for enterprises and more convenient means of purchase for consumers,makes enterprises,e-commerce platform and logistics enterprises to form E-supply chain system.According to the current profit model of e-commerce platform in E-supply chain system,the third party,e-commerce platform is incorporated into system decision.Considering the difference of dominant patterns and the role of commission in E-supply chain system,the dominant models and coordination mechanism of E-supply chain based on e-commerce platform which is fully taken into account in decision process are studied in this paper.First,two decentralized decision-making models of E-supply chain,including manufacturer's dominant model and e-commerce platform's dominant model,and centralized decision-making model are con-structed.Then,for each model,the corresponding optimal decisions is solved.And the comparative analysis of the optimal decisions is carried out.On this basis,commission coordination mechanism is designed to achieve coordination for each dominant model.Finally,conclusions are demonstrated with numerical examples.The results indicate that:(1)In the decentralized decision-making models,the dominance of Esupply chain contributes positively to the increase of dominant enterprise's profit.When manufacturer dominating system,the selling price,the service level of e-commerce platform,and the profits of manufacturer and E-supply chain system are higher,so do they increase with the increase of the commission rate.Nevertheless,the profit of the manufacturer decreases as commission rate increases.(2)In the centralized decision-making model,the selling price,the service level of the e-commerce platform and the profit of E-supply chain system are highest,besides,they are not affected by commission rate.The commission rate has nothing to do with system's revenue under the centralized decision-making model,but in the decentralized decision-making models,the profits of manufacturer and e-commerce platform changes in the opposite direction with the commission rate changes.Therefore,the article embraces commission rate as a coordination tool,and designs commission coordination mechanism to achieve the coordination of the system by resizing commission rate.In commission coordination mechanism,if ρsatisfies ρ=(1-λ)(1-c/p)+(λks~2)/(2pq),0<λ<1 the commission coordination mechanism can achieve system coordination.The research results will further enrich and perfect the theoretical basis of E-supply chain,and provide reference guides for enterprises to make decisions.However,only E-supply chain structure of a single manufacturer and a single electrical platform are constructed as the research object.In future work,the " many-to-one" E-supply chain should be taken into consideration.
The rise and prosperity of e-commerce,breaking the traditional business model,which provides lower operation cost for enterprises and more convenient means of purchase for consumers,makes enterprises,e-commerce platform and logistics enterprises to form E-supply chain system.According to the current profit model of e-commerce platform in E-supply chain system,the third party,e-commerce platform is incorporated into system decision.Considering the difference of dominant patterns and the role of commission in E-supply chain system,the dominant models and coordination mechanism of E-supply chain based on e-commerce platform which is fully taken into account in decision process are studied in this paper.First,two decentralized decision-making models of E-supply chain,including manufacturer's dominant model and e-commerce platform's dominant model,and centralized decision-making model are con-structed.Then,for each model,the corresponding optimal decisions is solved.And the comparative analysis of the optimal decisions is carried out.On this basis,commission coordination mechanism is designed to achieve coordination for each dominant model.Finally,conclusions are demonstrated with numerical examples.The results indicate that:(1)In the decentralized decision-making models,the dominance of Esupply chain contributes positively to the increase of dominant enterprise's profit.When manufacturer dominating system,the selling price,the service level of e-commerce platform,and the profits of manufacturer and E-supply chain system are higher,so do they increase with the increase of the commission rate.Nevertheless,the profit of the manufacturer decreases as commission rate increases.(2)In the centralized decision-making model,the selling price,the service level of the e-commerce platform and the profit of E-supply chain system are highest,besides,they are not affected by commission rate.The commission rate has nothing to do with system's revenue under the centralized decision-making model,but in the decentralized decision-making models,the profits of manufacturer and e-commerce platform changes in the opposite direction with the commission rate changes.Therefore,the article embraces commission rate as a coordination tool,and designs commission coordination mechanism to achieve the coordination of the system by resizing commission rate.In commission coordination mechanism,if ρsatisfies ρ=(1-λ)(1-c/p)+(λks~2)/(2pq),0<λ<1 the commission coordination mechanism can achieve system coordination.The research results will further enrich and perfect the theoretical basis of E-supply chain,and provide reference guides for enterprises to make decisions.However,only E-supply chain structure of a single manufacturer and a single electrical platform are constructed as the research object.In future work,the " many-to-one" E-supply chain should be taken into consideration.
引文
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[14]Shen Bin,Qian Rongrong,Choi Tanming.Selling luxury fashion online with social influences considerations:Demand changes and supply chain coordination[J].International Journal of Production Economics,2017,185:89-99.
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[23]于辉,李西,王亚文.电商参与的供应链融资模式:银行借贷VS电商借贷[J].中国管理科学,2017,25(7):134-140.
[24]阿里妈妈的广告形式以及收取的佣金[EB/OL].https://www.aliyun.com/zixun/content/2_6_256208.html,2014-12-8.
[25]Wu Chenghan.Price and service competition between new and E-manufactured products in a two echelon supply chain[J].International Journal of Production E-conomics,2012,140(1):496-507.
[26]Wang Yuyan,Li Jing.Research on pricing,service and logistic decision-making of E-Commerce supply chain with‘Free Shipping’Strategy[J].Journal of Control and Decision,2018,5(4):319-337.
[27]Feng Xuehao,Moon I,Ryu K.Supply chain coordination under budget constraint[J].Computers&Industrial Engineering,2015,88:487-500.
[28]Feng Lipan,Govindan K,Li Chunfa.Strategic planning:Design and coordination for dual-recycling channel reverse supply chain considering consumer behavior[J].European Journal of Operational Research,2017,260:601-612.
[2]Zhou Ye,Zeng Jue,Zhang Mengxiao,et al.Research on network equilibrium model of online shopping supply chain system in promotion based on customer behavior[J].Procedia Engineering,2017,174,1400-1409.
[3]Piera C B,Roberto C,Giuseppe C,et al.E-procurement and E-supply chain:Features and development of e-collaboration[J].IERI Procedia,2014,6(1):8-14.
[4]李建英,李建英,李婷婷,等.构建“资金流”控制为主的电子商务税收征管模式[J].经济与管理评论,2014,3:113-120.
[5]Li Jiafu,Ghadge A,Tiwari M K.Impact of replenishment strategies on supply chain performance under eshopping scenario[J].Computers&Industrial Engineering,2016,102:78-87.
[6]Zhao Lei,Zhang Jihua,Xie Jinxing.Impact of demand price elasticity on advantages of cooperative advertising in a two-tier supply chain[J].International Journal of Production Research.2016,54(9):2541-2551.
[7]Ji Jingna,Zhang Zhiyong,Yang Lei.Carbon emission reduction decisions in the retail-/dual-channel supply chain with consumers'preference[J].Journal of Cleaner Production,2017,141(10):852-867.
[8]Yu Yuyang,Han Xiaoya,Liu Jie,et al.Supply chain equilibrium among companies with offline and online selling channels[J].International Journal of Production Research,2015,53(22):6672-6688.
[9]张桂涛,胡劲松,王磊,等.考虑消费者渠道偏好的多期闭环供应链网络均衡[J].系统工程理论与实践,2016,36(2):347-362.
[10]Zhao Fuguo,Wu Desheng,Liang Liang,et al.Lateral inventory transshipment problem in online-to-offline supply chain[J].International Journal of Production Research,2015,54(7):1951-1963.
[11]Zhang Jun,Wang Xuping,Huang Kai.Integrated online scheduling of order batching and delivery under B2Ce-commerce[J].Computers&Industrial Engineering,2016,94:280-289.
[12]李雷,赵先德,简兆权.网络环境下平台企业的运营策略研究[J].管理科学学报,2016,19(3):15-33.
[13]刘伟,徐鹏涛.O2O电商平台在线点评有用性影响的识别研究[J].中国管理科学,2017,24(05):168-176.
[14]Shen Bin,Qian Rongrong,Choi Tanming.Selling luxury fashion online with social influences considerations:Demand changes and supply chain coordination[J].International Journal of Production Economics,2017,185:89-99.
[15]Agrawal D K.Demand chain management:Factors enhancing market responsiveness capabilities[J].Journal of Marketing Channels,2012,19(2):101-119.
[16]Mehrsai A,Thoben K,Scholz-Reiter B.Bridging lean to agile production logistics using autonomous carriers in pull folw[J].International Journal of Production Research,2014,52(16):4711-4730.
[17]肖静华,谢康,吴瑶,等.从面向合作伙伴到面向消费者的供应链转型---电商企业供应链双案例研究[J].管理世界,2015,(4):137-154+188.
[18]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.
[19]Araneda F C,Lustosa L J,Minner S.A contract for coordinating capacity decisions in a business-to-business(B2B)supply chain[J].International Journal of Production Economics,2015,165:158-171.
[20]徐兵,刘露.信息搭便车下供应链订货与信息服务决策及协调研究[J].管理工程学报,2016,30(4):117-123.
[21]张雷,阳成虎.预售模式下服务产品双渠道供应链网络协同优化[J].计算机集成制造系统,2016,22(1):220-231.
[22]李聪,李雪琴,Hegde G G.C2C电子商务差异化折扣模型:基于在线购买历史聚合[J].管理工程学报,2016,30(2):64-75.
[23]于辉,李西,王亚文.电商参与的供应链融资模式:银行借贷VS电商借贷[J].中国管理科学,2017,25(7):134-140.
[24]阿里妈妈的广告形式以及收取的佣金[EB/OL].https://www.aliyun.com/zixun/content/2_6_256208.html,2014-12-8.
[25]Wu Chenghan.Price and service competition between new and E-manufactured products in a two echelon supply chain[J].International Journal of Production E-conomics,2012,140(1):496-507.
[26]Wang Yuyan,Li Jing.Research on pricing,service and logistic decision-making of E-Commerce supply chain with‘Free Shipping’Strategy[J].Journal of Control and Decision,2018,5(4):319-337.
[27]Feng Xuehao,Moon I,Ryu K.Supply chain coordination under budget constraint[J].Computers&Industrial Engineering,2015,88:487-500.
[28]Feng Lipan,Govindan K,Li Chunfa.Strategic planning:Design and coordination for dual-recycling channel reverse supply chain considering consumer behavior[J].European Journal of Operational Research,2017,260:601-612.