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中国管理科学

中国管理科学 ›› 2022, Vol. 30 ›› Issue (12): 254-267.doi: 10.16381/j.cnki.issn1003-207x.2021.0975

• 论文 • 上一篇    下一篇

考虑鉴真服务和消费者偏好的混合E-供应链决策研究

万骁乐1, 周元1, 2, 秦曼1, 罗均梅1, 张坤珵3, 4   

  1. 1.中国海洋大学管理学院，山东 青岛266100； 2.厦门大学管理学院，福建 厦门361005；3.中国海洋大学马克思主义学院，山东 青岛266100； 4.中国海洋大学海洋发展研究院，山东 青岛266100
  • 收稿日期:2021-05-16 修回日期:2021-09-13 出版日期:2022-12-20 发布日期:2022-12-20
  • 通讯作者: 万骁乐(1989-)，男(汉族)，山东青岛人，中国海洋大学管理学院，副教授、硕士生导师，研究方向：供应链管理、管理决策、运营管理，Email: wanxiaole@ouc.edu.cn. E-mail:wanxiaole@ouc.edu.cn
  • 基金资助:
    国家自然科学基金资助项目(71901199,72273135，71874167,71804170,72102218)；国家社科基金重大项目(18ZDA055)；泰山学者工程专项经费资助项目(tsqn20171205)；山东省社会科学规划研究项目(19CHYJ10)；中央高校基本科研业务费专项(201913015)；2019年度青岛市博士后应用研究项目；中国博士后科学基金面上项目(2019M660170)；山东省博士后创新项目(201902019)；中国海洋大学本科教育教学研究项目一般项目(2021JY116)

Decisions of Hybrid ESupply Chain Considering Authentication Services and Consumer Preferences

WAN Xiao-le1, ZHOU Yuan1, 2, QIN Man1, LUO Jun-mei1, ZHANG Kun-cheng3, 4   

  1. 1. Management College, Ocean University of China, Qingdao 266100, China;2. School of Management, Xiamen University, Xiamen 361005, China;3. School of Marxism, Ocean University of China, Qingdao 266100, China；4. Institute of Marine Development of Ocean University of China, Qingdao 266100, China
  • Received:2021-05-16 Revised:2021-09-13 Online:2022-12-20 Published:2022-12-20
  • Contact: 万骁乐 E-mail:wanxiaole@ouc.edu.cn

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摘要： 鉴真服务平台通过提供鉴真服务，为线上商品的出售提供了质量保障，切实提高了消费满意度，降低了线上产品退货率。对此，本文构建了由鉴真服务E-供应链和传统E-供应链组成的混合E-供应链系统；运用Stackelberg博弈，求解集中式和分散式决策下的最优定价策略及利润；分析鉴真努力程度对各模型运作的影响，并对不同模型的最优决策进行比较；最后通过数值分析，对模型结论进行验证。研究表明：1)无论是集中式决策还是分散式决策，两个渠道的产品销售价格均随鉴真努力程度的增大而增加，而混合E-供应链总利润随鉴真努力程度的增大先减小后增大；2)分散式决策模式中，鉴真渠道的产品销售价格在销售商主导模型下更高，而销售商总利润和鉴真平台利润在鉴真平台主导模型下更高，且鉴真平台所获取的佣金及鉴真平台的利润均随鉴真努力程度的增大而增加，销售商总利润随鉴真努力程度的增加先减小后增大；3)集中式决策模式中混合E-供应链的总利润最高，且此时主要利润为销售商所得。本文的研究进一步丰富和发展了混合E-供应链决策理论，而且为鉴真服务平台和线上销售商的经营决策提供参考。

关键词: 鉴真服务；混合E-供应链；渠道退货量；权力结构

Abstract: Authentication service platforms provide quality assurance for online commodity sales by offering authentication services, effectively improving consumer satisfaction and reducing the return rate of online products. In views of this, a hybrid E-supply chain system consisting of an authentication service E-supply chain and a traditional E-supply chain is constructed in this paper. Using Stackelberg game, the optimal pricing strategies and the corresponding profit under the centralized decision-making modeland the decentralized decision-making model were solved. The impact of authentication service efforts on the operation of each model is analyzed, and the optimal decisions of different models are compared. Finally, through numerical analysis, the model conclusions are verified. The research shows that: 1) Whether it is incentralized or decentralized decision-making model, the product sales prices in both channels increase with the growth of authentication service efforts while the total profit of the hybrid E-supply chain decreases first and then increases with the growth of authentication service efforts; 2) In the decentralized decision-making model, the product sales price of the authentication service channel are higher under the seller-dominated model, butthe profit of the seller and of the authentication service platform are higher under the platform-dominated model, and the commission charged by the authentication service platform and the profit of the authentication service platform all increase with the growth of authentication service efforts while the total profit of the seller decreases first and then increases with the increase of the degree of effort; 3) The hybrid E-supply chain has the highest profit in the centralized decision-making model, when the main profit belongs to the seller. These conclusions above would not only further enrich and develop the hybrid E-supply chain theory, but also provide references for the decision-making of authentication service platforms and online sellers.

Key words: authentication services; hybrid E-supply chain; channel returns; power structure

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