考虑退货需求转移的在线渠道决策与协调

发布时间：2018-06-30 06:47

本文选题：在线渠道 + 消费者效用　；参考：《系统工程理论与实践》2017年07期

【摘要】：通过借鉴现实中的在线渠道运营模式,建立了由一个加盟商和一个在线零售商组成的在线渠道模型,其中在线零售商为主导者,加盟商为跟随者,两参与者销售的是相互间完全替代的产品,并且,将消费者退货的那部分需求在两渠道间转移的情况引入到模型中.分别分析了分散决策和集中决策下的最优决策情况,并对两类决策下的收益情况进行了对比.结果发现,集中决策在一定情况下能够实现渠道总收益的增加.结果还表明,位于约束边界和不在约束边界下的最优决策随各参数的变化情况差异很大.最后,通过激励相容契约和借鉴Nash的议价模型来协调在线渠道.
[Abstract]:An online channel model consisting of an franchisee and an online retailer is established by drawing lessons from the real online channel operation model, in which the online retailer is the leader and the franchisee is the follower. The two participants sell products that are completely substituted for each other, and introduce that part of the consumer return demand between the two channels into the model. The optimal decision under decentralized decision and centralized decision is analyzed, and the income of the two kinds of decision is compared. The results show that centralized decision can increase the total revenue of the channel under certain circumstances. The results also show that the optimal decision with and without constraints varies greatly with each parameter. Finally, the online channel is coordinated by incentive compatibility contract and Nash bargaining model.
【作者单位】：华南理工大学经济与贸易学院;
【基金】：广东省自然科学基金(2016A030313485) 广东省哲学社会科学“十二五”规划项目(GD15CGL15) 广东省软科学研究计划项目(2015A070704005) 中央高校基本科研业务费专项资金项目(2015KXKYJ02)~~
【分类号】：F274

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