考虑零售服务的双渠道闭环供应链契约协调研究

Research on Coordination of Dual Channel Closed-Loop Supply Chain Contract Considering Retail Service

摘要: 本文针对由单一制造商经营电商直销渠道和单一零售商负责传统零售渠道的双销售渠道闭环供应链，考虑零售商采取零售服务应对电商直销渠道的竞争，建立了由零售商回收的双渠道闭环供应链的决策模型。研究表明：分散式决策系统和集中式决策系统的决策、各成员的利润和系统的总利润均受到消费者直销渠道偏好程度、服务质量关于服务水平和服务成本的敏感程度的影响；在分散式决策系统中，制造商的利润随着直接渠道偏好的增加先减小后增加，只有当直接渠道偏好较大时开辟直销渠道才有意义；集中式决策优于分散式决策，产生了“双重边际效应”问题。设计了收益费用共享契约协调了分散式决策系统，提高其运营效率。最后，运用算例分析验证了本文的主要结论。

Abstract: This paper is aimed at the dual-sales channel closed-loop supply chain in which the sin-gle-manufacturer operates the e-commerce direct sales channel and the single retailer is responsible for the traditional retail channel. Considering the retailer's retail service to deal with the competition of the e-commerce direct sales channel, a decision-making model for a dual-channel closed-loop supply chain recycled by retailers was established. The research shows that the decision-making of the decentralized decision-making system and the centralized decision-making system, the profit of each member and the total profit of the system are all affected by the degree of preference of the consumer direct selling channel, the sensitivity of the service quality to the service level and the service cost. In the decentralized decision-making system, the profit of the manufacturer decreases first and then increases with the increase of the direct channel preference. Only when the direct channel preference is large, it is meaningful to open up the direct selling channel; because the centralized decision is better than the decentralized decision, which results from the “double marginal effect” problem. The revenue-cost sharing contract was designed to coordinate the decentralized decision-making system and improve its operational efficiency. Finally, the main conclusions of this paper are verified by a case study.