考慮在線定制的雙渠道供應鏈決策

張榮 馬玲娟 劉斌

摘要：為研究線上定制對制造商和零售商利潤以及產品價格的影響，建立制造商在線上渠道提供定制產品、零售商在線下渠道提供標準產品的雙渠道供應鏈模型，利用Stackelberg博弈求出制造商和零售商的最優決策，并與常規雙渠道供應鏈相比，分析定制程度和交付時間的影響。結果表明：與常規雙渠道供應鏈相比，提供線上定制產品對制造商和零售商都有利;交付時間越長，線上定制產品價格越低;線上產品定制程度越高，制造商的利潤越低。

關鍵詞： 雙渠道供應鏈; 在線定制; Stackelberg博弈; 差異產品

中圖分類號： F274 ? ?文獻標志碼： A

Decision-making of dual-channel supply chain

considering online customization

ZHANG Ronga， MA Lingjuana， LIU Binb

（a.Institute of Logistics Science & Engineering; b.School of Economics & Management，

Shanghai Maritime University， Shanghai 201306， China）

Abstract： To study the impact of online customization on the profits of manufacturers and retailers and the price of products， a dual-channel supply chain model for manufacturers to provide customized products in the online channel and retailers to provide standard products in the offline channel is established. The optimal decision-making of manufacturers and retailers is obtained by Stackelberg game， the dual-channel supply chain is compared with the conventional dual-channel supply chain， and the impact of customization degree and delivery time is analyzed. The results show that： providing online customized products is beneficial to both manufacturers and retailers compared with the conventional dual-channel supply chain; the longer the delivery time， the lower the price of online customized products; the higher the customization degree of online products， the lower profit the manufacturer can get.

Key words： dual-channel supply chain; online customization; Stackelberg game; differentiated product

0 引 言

近年來互聯網和網絡技術的快速發展影響了顧客購買商品的方式，這使得許多制造商開始采用線上、線下兩種銷售渠道并存的銷售策略，但是這又導致了線上、線下銷售渠道之間的競爭問題。眾多專家學者將雙渠道供應鏈的研究重點放在制造商提供同質產品的情形上：白世貞等[1]發現隨著比價顧客比例的提高，零售商銷售價格上升，顧客體驗價值上升，供應鏈整體利潤在集中決策模式下較高;CHEN等[2]、TANG等[3]、ZHOU等[4]研究了產品質量等非價格因素對單一產品在不同渠道銷售的影響;JI等[5]證明提供差異化服務能使系統實現最優利潤，制造商和零售商是采取分散決策還是采取集中決策受消費者對直接營銷網絡接受度影響;劉燦等[6]構建了集中決策和分散決策模式下的理論模型，分析了展廳效應對……