基于“搭便车”行为的双渠道供应链库存竞争和促销策略
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摘要
本文建立了由一个制造商和一个零售商组成的双渠道供应链模型,研究了随机需求下"搭便车"行为和渠道间缺货替代行为对供应链库存竞争与促销决策的影响。结果表明:分散式决策下,网络渠道替代率越高,零售商的最优订购量越大,同样的零售渠道替代率越高,制造商会为网络渠道提供更多的库存;而"搭便车"行为对零售商与制造商订购量的影响则取决于渠道替代率的变化,但"搭便车"行为会降低零售商促销努力水平。数值分析发现:分散式决策下,零售商最优订购量随"搭便车"行为的增加而减少。然而制造商的最优库存量并非随着"搭便车"行为程度的增加而增加,不同的是制造商网络渠道最优库存量取决于市场需求对传统零售渠道促销努力水平的弹性系数,即制造商网络渠道最优库存量随"搭便车"行为的增加先增加后减少。通过比较发现在不同的"搭便车"行为程度、传统零售渠道替代率、网络渠道替代率下,集中式决策下供应链期望收益大于分散式决策下供应链期望总收益。
With the increasing development of the Internet,more and more manufacturers have introduced online channels to sell the same products through traditional retail channels and online channels.However,such dual-channel strategy of manufacturers creates inventory competition among the channels.Meanwhile,there is a mutual substitution problem between traditional retail channels and online channels.That is,when one of the channels is out of stock,a certain percentage of customers will switch to another channel to purchase products.This leads to free riding problem in the dual channel supply chain system,that is consumers and manufacturers with online channels hitch a ride with offline retailers.However,the existing literatures only focuse on the problem of stock-out-based consumer switching or free riding behavior.Few literatures studied both the impact of free-riding behavior and stock-out consumer switching behavior between channels on the decision-making of each subject in the supply chain.In this problem background,two questions are studied:how stock-out-based consumer switching behavior affects the dual-channel inventory strategy,and how the free riding behavior of manufacturers affects the dualchannel inventory strategy and promotion efforts of retailer.To answer these two questions,a dual-channel supply chain model consisting of a manufacturer and a retailer is established in this paper.First the dual-channel supply chain model is analyzed in a decentralized decision-making setting with general stochastic demand,and discuss the effect of the free riding behavior and stock-out-based consumer switching behavior on inventory strategies.Then inventory strategies and promotion strategies are considered when the demand in each channel follows a uniform distribution.Finally,the inventory strategy and promotion strategy in centralized decision-making setting are analyzed for comparison.The results show that the higher the substitution rate of the online channel,the higher the retailer's optimal order.Meanwhile,the larger the substitution rate of retail channels,the more inventory of the manufacturer will be provided for the online channel.However,the impact of free riding behaviors on the retailers and the manufacturers depends on the magnitude of substitution rate between channels,but free riding can reduce the promotional efforts from the retailers.Our research can enrich existing dual-channel supply chain literature and provide decision support for dual-channel supply chain manufacturers and retailers.
With the increasing development of the Internet,more and more manufacturers have introduced online channels to sell the same products through traditional retail channels and online channels.However,such dual-channel strategy of manufacturers creates inventory competition among the channels.Meanwhile,there is a mutual substitution problem between traditional retail channels and online channels.That is,when one of the channels is out of stock,a certain percentage of customers will switch to another channel to purchase products.This leads to free riding problem in the dual channel supply chain system,that is consumers and manufacturers with online channels hitch a ride with offline retailers.However,the existing literatures only focuse on the problem of stock-out-based consumer switching or free riding behavior.Few literatures studied both the impact of free-riding behavior and stock-out consumer switching behavior between channels on the decision-making of each subject in the supply chain.In this problem background,two questions are studied:how stock-out-based consumer switching behavior affects the dual-channel inventory strategy,and how the free riding behavior of manufacturers affects the dualchannel inventory strategy and promotion efforts of retailer.To answer these two questions,a dual-channel supply chain model consisting of a manufacturer and a retailer is established in this paper.First the dual-channel supply chain model is analyzed in a decentralized decision-making setting with general stochastic demand,and discuss the effect of the free riding behavior and stock-out-based consumer switching behavior on inventory strategies.Then inventory strategies and promotion strategies are considered when the demand in each channel follows a uniform distribution.Finally,the inventory strategy and promotion strategy in centralized decision-making setting are analyzed for comparison.The results show that the higher the substitution rate of the online channel,the higher the retailer's optimal order.Meanwhile,the larger the substitution rate of retail channels,the more inventory of the manufacturer will be provided for the online channel.However,the impact of free riding behaviors on the retailers and the manufacturers depends on the magnitude of substitution rate between channels,but free riding can reduce the promotional efforts from the retailers.Our research can enrich existing dual-channel supply chain literature and provide decision support for dual-channel supply chain manufacturers and retailers.
引文
[1]张周平.2017年(上)中国电子商务市场数据监测报告[EB/OL].(2017-10-9)[2017-11-28].http://b2b.toocle.com/detail--6418193.html.
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[3]Tsay A A,Agrawal N.Channel conflict and coordination in the e-commerce age[J].Production and Operations Management,2004,13(1):93-110.
[4]Hua Guowei,Wang Shouyang,Cheng T C E.Price and lead time decisions in dual-channel supply chains[J].European Journal of Operational Research,2010,205(1):113-126.
[5]Huang Song,Yang Chao,Liu Hui.Pricing and production decisions in a dual-channel supply chain when production costs are disrupted[J].Economic Modelling,2013,30(1):521-538.
[6]王先甲,周亚平,钱桂生.生产商规模不经济的双渠道供应链协调策略选择[J].管理科学学报,2017,20(1):17-31.
[7]Li Bo,Chen Ping,Li Qinghua,et al.Dual-channel supply chain pricing decisions with a risk-averse retailer[J].International Journal of Production Research,2014,52(23):7132-7147.
[8]Xu Guangye,Dan Bin,Zhang Xumei,et al.Coordinating a dual-channel supply chain with risk-averse under a two-way revenue sharing contract[J].International Journal of Production Economics,2014,147(1):171-179.
[9]Cai Gangshu.Channel selection and coordination in dual-channel supply chains[J].Journal of Retailing,2010,86(1):22-36.
[10]Fitzsimons G J.Consumer response to stockouts[J].Journal of Consumer Research,2000,27(2):249-266.
[11]Chen Jing,Zhang Hui,Sun Ying.Implementing coordination contracts in a manufacturer stackelberg dualchannel supply chain[J].Omega,2012,40(5):571-583.
[12]Shang Wenfang,Yang Lei.Contract negotiation and risk preferences in dual-channel supply chain coordination[J].International Journal of Production Research,2015,53(16):4837-4856.
[13]Li Bo,Hou Pengwen,Chen Ping,et al.Pricing strategy and coordination in a dual channel supply chain with a risk-averse retailer[J].International Journal of Production Economics,2016,178:154-168.
[14]Zhang Pan,Xiong Yu,Xiong Zhongka.Coordination of a dual-channel supply chain after demand or production cost disruptions[J].International Journal of Production Research,2015,53(10):3141-3160.
[15]Gruen T,Corsten D.Stock-outs cause walkouts[J].Harvard Business Review,2004,82(5):26-27.
[16]侯琳琳,邱菀华.混合渠道的易逝品分销系统的库存竞争[J].系统工程理论与实践,2009,29(2):44-52.
[17]雷延军,李向阳.基于两级双渠道供应链的马尔科夫库存优化模型研究[J].中国管理科学,2007,15(S):470-475.
[18]Chiang W K,Monahan G E.Managing inventories in a two-echelon dual-channel supply chain[J].European Journal of Operational Research,2005,162(2):325-341.
[19]Takahashi K,Aoi T,Hirotani D,et al.Inventory control in a two-echelon dual-channel supply chain with setup of production and delivery[J].International Journal of Production Economics,2011,133(1):403-415.
[20]Yang Jiaquan,Zhang Xumei,Fu Hongyong,et al.Inventory competition in a dual-channel supply chain with delivery lead time consideration[J].Applied Mathematical Modelling,2017,42:675-692.
[21]Baal S V,Dach C.Free riding and customer retention across retailers’channels[J].Journal of Interactive Marketing,2005,19(2):75-85.
[22]周建亨,赵瑞娟.搭便车效应影响下双渠道供应链信息披露策略[J].系统工程理论与实践,2016,36(11):2839-2852.
[23]He Rongyao,Xiong Yu,Lin Zhibin.Carbon emissions in a dual channel closed loop supply chain:the impact of consumer free riding behavior[J].Journal of Cleaner Production,2016,134:384-394.
[24]李建斌,朱梦萍,戴宾.双向搭便车时双渠道供应链定价与销售努力决策[J].系统工程理论与实践,2016,36(12):3046-3058.
[25]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.
[26]Xing Dahai,Liu Tieming.Sales effort free riding and coordination with price match and channel rebate[J].European Journal of Operational Research,2012,219(2):264-271.
[27]Geng Q,Mallik S.Inventory competition and allocation in a multi-channel distribution system[J].European Journal of Operational Research,2007,182(2):704-729.
[28]Muharremoglu A,Yang N.Inventory management with an exogenous supply process[J].Operations Research,2010,58(1):111-129.
[29]Cachon G P,Netessine S.Game theory in supply chain analysis[M]//Handbook of Quantitative Supply Chain Analysis.New York:Springer US,2004:13-65.
[2]Chiang W K,Chhajed D,Hess J D.Direct marketing,indirect profits:A strategic analysis of dual-channel supply-chain design[J].Management Science,2003,49(1):1-20.
[3]Tsay A A,Agrawal N.Channel conflict and coordination in the e-commerce age[J].Production and Operations Management,2004,13(1):93-110.
[4]Hua Guowei,Wang Shouyang,Cheng T C E.Price and lead time decisions in dual-channel supply chains[J].European Journal of Operational Research,2010,205(1):113-126.
[5]Huang Song,Yang Chao,Liu Hui.Pricing and production decisions in a dual-channel supply chain when production costs are disrupted[J].Economic Modelling,2013,30(1):521-538.
[6]王先甲,周亚平,钱桂生.生产商规模不经济的双渠道供应链协调策略选择[J].管理科学学报,2017,20(1):17-31.
[7]Li Bo,Chen Ping,Li Qinghua,et al.Dual-channel supply chain pricing decisions with a risk-averse retailer[J].International Journal of Production Research,2014,52(23):7132-7147.
[8]Xu Guangye,Dan Bin,Zhang Xumei,et al.Coordinating a dual-channel supply chain with risk-averse under a two-way revenue sharing contract[J].International Journal of Production Economics,2014,147(1):171-179.
[9]Cai Gangshu.Channel selection and coordination in dual-channel supply chains[J].Journal of Retailing,2010,86(1):22-36.
[10]Fitzsimons G J.Consumer response to stockouts[J].Journal of Consumer Research,2000,27(2):249-266.
[11]Chen Jing,Zhang Hui,Sun Ying.Implementing coordination contracts in a manufacturer stackelberg dualchannel supply chain[J].Omega,2012,40(5):571-583.
[12]Shang Wenfang,Yang Lei.Contract negotiation and risk preferences in dual-channel supply chain coordination[J].International Journal of Production Research,2015,53(16):4837-4856.
[13]Li Bo,Hou Pengwen,Chen Ping,et al.Pricing strategy and coordination in a dual channel supply chain with a risk-averse retailer[J].International Journal of Production Economics,2016,178:154-168.
[14]Zhang Pan,Xiong Yu,Xiong Zhongka.Coordination of a dual-channel supply chain after demand or production cost disruptions[J].International Journal of Production Research,2015,53(10):3141-3160.
[15]Gruen T,Corsten D.Stock-outs cause walkouts[J].Harvard Business Review,2004,82(5):26-27.
[16]侯琳琳,邱菀华.混合渠道的易逝品分销系统的库存竞争[J].系统工程理论与实践,2009,29(2):44-52.
[17]雷延军,李向阳.基于两级双渠道供应链的马尔科夫库存优化模型研究[J].中国管理科学,2007,15(S):470-475.
[18]Chiang W K,Monahan G E.Managing inventories in a two-echelon dual-channel supply chain[J].European Journal of Operational Research,2005,162(2):325-341.
[19]Takahashi K,Aoi T,Hirotani D,et al.Inventory control in a two-echelon dual-channel supply chain with setup of production and delivery[J].International Journal of Production Economics,2011,133(1):403-415.
[20]Yang Jiaquan,Zhang Xumei,Fu Hongyong,et al.Inventory competition in a dual-channel supply chain with delivery lead time consideration[J].Applied Mathematical Modelling,2017,42:675-692.
[21]Baal S V,Dach C.Free riding and customer retention across retailers’channels[J].Journal of Interactive Marketing,2005,19(2):75-85.
[22]周建亨,赵瑞娟.搭便车效应影响下双渠道供应链信息披露策略[J].系统工程理论与实践,2016,36(11):2839-2852.
[23]He Rongyao,Xiong Yu,Lin Zhibin.Carbon emissions in a dual channel closed loop supply chain:the impact of consumer free riding behavior[J].Journal of Cleaner Production,2016,134:384-394.
[24]李建斌,朱梦萍,戴宾.双向搭便车时双渠道供应链定价与销售努力决策[J].系统工程理论与实践,2016,36(12):3046-3058.
[25]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.
[26]Xing Dahai,Liu Tieming.Sales effort free riding and coordination with price match and channel rebate[J].European Journal of Operational Research,2012,219(2):264-271.
[27]Geng Q,Mallik S.Inventory competition and allocation in a multi-channel distribution system[J].European Journal of Operational Research,2007,182(2):704-729.
[28]Muharremoglu A,Yang N.Inventory management with an exogenous supply process[J].Operations Research,2010,58(1):111-129.
[29]Cachon G P,Netessine S.Game theory in supply chain analysis[M]//Handbook of Quantitative Supply Chain Analysis.New York:Springer US,2004:13-65.