考虑网络平台服务、消费者需求差异的混合供应链决策

文章研究了由制造商、零售商和网络平台构成的混合供应链系统,构建了混合供应链4种不同的模式:M-M-HSC模式,N-M-HSC模式,M-R-HSC模式和N-R-HSC模式,给出各个模式相应的定价、佣金以及利润等决策,分析消费者需求差异对各个模式运行的影响.研究表明:1)网络平台收取的佣金主要受制造商主导地位的影响,在M-R-HSC模式中,佣金以及网络平台的利润随着消费者网购偏好的增加而增加;在其他模式中,佣金以及网络平台的利润随着消费者网购偏好的增加呈现先增后减的趋势.2)产品的批发价格主要受制造商在传统渠道中的主导权影响,产品的网上销售价格主要受制造商在E-供应链中的主导权力影响.而且无论是产品的批发价格,网上销售价格还是制造商的利润,混合供应链的利润都随着消费者网络偏好的增加而增加.3)在4种模式中,零售商的利润及零售价格的大小是一一对应的,价格和利润都在M-R-HSC模式中最高,在N-M-HSC模式中最低.而且零售价格和零售商的利润随着消费者网购偏好系数的增加而减少.4)制造商主导混合供应链的运作模式有利于系统的运行.这些研究结论会进一步丰富发展混合供应链的理论基础,有利于供应链企业的运营发展.

Decisions of hybrid supply chain considering internet platform service and differences in customer demand

This research studied on the hybrid supply chain composed of manufacturer, retailer and network platform. Four different types of hybrid supply chain models were constructed: M-M-HSC, N-M-HSC, M-R-HSC and N-R-HSC. Pricing strategies, commission and corresponding profits of each model were calculated. Then, we analyzed the customer demand preference's influence on the operation of each model. The research shows that: 1) Commission charged by the network platform was mainly influenced by manufacturer's dominant power. In the M-R-HSC model, commission and the profit of network platform increased with the growth of customer's online shopping preference, while they increased firstly and then decreased in other models. 2) Wholesale prices were mainly affected by manufacturer's power in traditional channel and sales price online was affected by manufacturer's power in E-channel. As regard to wholesale prices, sales price online, manufacturer's profit and hybrid supply chain's profit, they all increased with the growth of customer's online shopping preference. 3) In these four models, there was a one-to-one match between profit of retailer and sales price. They were both highest in M-R-HSC while lowest in N-M-HSC model. Furthermore, they decreased with the growth of the degree of customer's online shopping preference. 4) The model that dominated by manufacturer in hybrid channel could benefit the whole supply chain system. These conclusions above could enrich the development of hybrid supply chain's theory and help the enterprises' operation and development in supply chain.