考虑服务竞争的电商双渠道供应链均衡与协调研究

Research on Equilibrium and Coordination of E-Commerce Dual-Channel Supply Chain Considering Service Competition

摘要: 本文研究了服务竞争对电商双渠道供应链均衡与协调的影响。构建了包括制造商与电商平台的双渠道供应链模型，将价格与服务水平作为主要竞争手段，建立分散决策和集中决策下的利润函数。分析分散决策下的纳什均衡特征，发现服务竞争导致服务水平不足和总利润损失。为消除效率损失，设计了基于批发价调整和服务补贴的协调契约，使各方自利行为导向系统最优。通过数值实验验证了模型分析结果，提出管理启示。研究表明，协调机制可有效提高供应链整体绩效，同时兼顾各方利益，为电商双渠道供应链管理提供决策参考。

Abstract: This paper examines the impact of service competition on the equilibrium and coordination of an e-commerce dual-channel supply chain. A dual-channel supply chain model involving manufacturers and an e-commerce platform is constructed, with price and service level as the main competitive factors. Profit functions are established under both decentralized and centralized decision-making frameworks. The characteristics of the Nash equilibrium under decentralized decision-making are analyzed, revealing that service competition leads to insufficient service levels and a loss of total profit. To eliminate this efficiency loss, a coordination contract based on wholesale price adjustments and service subsidies is designed, aligning the self-interested behaviors of all parties with system-wide optimality. The analytical results of the model are validated through numerical experiments, and managerial insights are proposed. The study demonstrates that the coordination mechanism can effectively improve overall supply chain performance while balancing the interests of all parties, providing decision-making references for the management of e-commerce dual-channel supply chains.