信息不对称下双渠道供应链服务合作激励机制研究

摘要/Abstract

摘要： 旨在研究信息不对称条件下，双渠道供应链中的制造商与零售商的差异化服务合作激励机制，运用委托代理理论，建立了制造商将直销渠道服务交由零售商完成的服务合作决策模型，得出了信息对称和信息不对称两种情形下的制造商最优固定支付及最优利润分享比率，并分析了不对称信息对合作绩效的影响。研究发现，信息不对称时制造商的利润降低，零售商即使提供低服务水平也能保持利润不变从而导致供应链系统效率降低。

关键词: 供应链, 双渠道, 差异化服务, 激励机制

Abstract: Aiming to investigate the incentive mechanism for different service levels provided by the manufacturer in a dual-channel supply chain, the decision models of service cooperation are developed using the principal-agent theory on the assumption that the manufacturer′s service demand is achieved by the retailer. Then, the optimal fixed payments and the optimal profit-sharing ratios are obtained under symmetric information and asymmetric information, in addition to influence analysis of asymmetric information on cooperation performance. The conclusion implies that the manufacturer′s profit decreases under asymmetric information, the retailer′s profit remains the same even when lower service level is provided. However, the system performance of the supply chain decreases.

Key words: supply chain, dualchannel, service differentiation, incentive mechanism

陈军，何圆，赖信. 信息不对称下双渠道供应链服务合作激励机制研究[J]. 工业工程, 2014, 17(5): 108-113.

Chen Jun, He Yuan, Lai Xin. Service Cooperation Incentive Mechanism in a Dual-channel Supply Chain under Asymmetry Information[J]. Industrial Engineering Journal , 2014, 17(5): 108-113.

参考文献

［1］刘淑娟. 人才租赁市场要素与发展思路［J］. 人力资源, 2002, 4(2): 18-20. Liu Shu-juan. The factors and develop ideas of personnel leasing ［J］.Human resources, 2002, 4(2): 18-20. ［2］Yao D Q, Yue X H, Wang X Y. The impact of information sharing on a returns policy with the addition of a direct channel ［J］. International Journal of Production Economics, 2005, 97(2): 196-209. ［3］Kurata H, Yao D Q, Liu J J. Pricing polices under direct vs. in direct channel competition and national vs. store brand competition ［J］. European Journal of Operation Research, 2007, 180(3): 262-281. ［4］Cai G, Zhang Z G, Zhang M. Game theoretical perspectives on dual channel supply chain competition with price discounts and pricing schemes ［J］. International Journal of Production Economics, 2009, 117(1): 80-96. ［5］陈树桢,熊中凯,梁喜. 补偿激励下双渠道供应链协调的合同设计［J］. 中国管理科学, 2009, 17(1): 64-75. Chen Shu-zhen, Xiong Zhong-kai, Liang Xi. Contract design for a dualchannel supply chain coordination with incentive compensation ［J］. Chinese journal of management science, 2009, 17(1): 64-75. ［6］Chiang W K, Chhajed D, Hess J D. Direct marketing, indirect profits: a strategic analysis of dualchannel supplychain design ［J］. Management Science, 2003, 49(1): 1-20. ［7］Rohm A J, Swaminathan V. A typology of online shoppers based on shopping motivations ［J］. Journal of Business Researeh, 2004, 57(7): 748-757. ［8］Yao D Q, Liu J J. Competitive pricing of mixed retail and etail distribution channels ［J］. Omega, 2005, 33(3): 235-247. ［9］许明辉, 于刚, 张汉勤. 具备提供服务的供应链博弈分析［J］. 管理科学学报, 2006, 9(2): 18-27. Xu Ming-hui, Yu Gang, Zhang Han-qin. Game analysis in a supply chain with service provision ［J］. Journal of management science in china, 2006, 9(2): 18-27. ［10］Mukhopadhyay S K, Yao D Q, Yue X. Information sharing of valueadding retailer in a mixed channel hitech supply chain ［J］.Journal of Business Research,2008, 61(9): 950-958. ［11］Chen K Y, Kaya M, zalp . Dual sales channel management with service competition ［J］. Manufacturing and Service Operayions Management, 2008, 10(4): 654-675. ［12］陈远高,刘南. 具有服务差异的双渠道供应链竞争策略［J］. 计算机集成制造系统, 2010, 16(11): 2484-2488. Chen Yuan-gao, Liu Nan. Dual-channel supply chain competition strategy with service differentiation ［J］. Computer integrated manufacturing systems, 2010, 16(11): 2484-2488. ［13］孙燕红,凃燚鑑,徐晓燕. 基于渠道偏好的服务竞争模型［J］. 管理科学, 2011, 24(4): 62-70. Sun Yan-hong, Tu Yi-jian, Xu Xiao-yan. The service competition model based on customer channel preference ［J］.Journal of management science, 2011, 24(4): 62-70. ［14］罗美玲,李刚,孙林岩. 基于增值服务的双渠道供应链竞争［J］. 工业工程与管理, 2011, 16(3): 37-44. Luo Mei-ling, Li Gang, Sun Lin-yan. Competition in a dualchannel supply chain with addvalue services ［J］. Industrial engineering and management, 2011, 16(3): 37-44. ［15］Dan B, Xu G Y, Liu C. Pricing policies in a dualchannel supply chain with retail services ［J］. Production Economics, 2012, 139(1): 312-320. ［16］肖剑,但斌,张旭梅. 双渠道供应链中制造商和零售商的服务合作定价策略［J］. 系统工程理论与实践, 2010, 30 (12): 2203-2211. Xiao Jian, Dan Bin, Zhang Xu-mei. Service cooperation pricing strategy between manufacturers and retailers in dualchannel supply chain ［J］. Systems engineeringtheory & practice, 2010, 30 (12): 2203-2211. ［17］罗美玲,李刚,孙林岩. 具有服务溢出效应的双渠道供应链竞争［J］. 系统管理学报, 2011, 20(6): 648-657. Luo Mei-lin, Li Gang, Sun Lin-yan. Competition in a dual channel supply chain with service spillover effect ［J］. Journal of systems & management, 2011, 20(6): 648-657. ［18］孔庆山,邢伟,石晓梅. 具有服务策略的双渠道供应链定价问题研究［J］. 商业研究, 2012, 418(2): 114-118. Kong Qingshan, Xing Wei, Shi Xiaomei. On problem of dualchannel supply chain pricing with service strategy ［J］. Commercial research, 2012, 418(2): 114-118. ［19］Laffont J J, Martimort D. The Theory of Incentives: The Principal Agent Model ［M］. Beijing: China renmin Universit Press, 2002. ［20］Weitman M C. Efficient incentive contracts ［J］. The Quarterly Journal of Economics, 1980, 94(4): 719-730. ［21］Holmstrom B, Milgrom P. Aggregation and linearity in the provision of intertemporal incentives ［J］. Econometrica, 1987, 55(2): 303-328.

[1]	杜建国, 王雅柔. 考虑公平关切的低碳双渠道供应链决策研究[J]. 工业工程, 2021, 24(5): 18-26.
[2]	覃燕红, 向林, 秦星红. 公平偏好下考虑双边保鲜努力的生鲜农产品供应链协调研究[J]. 工业工程, 2021, 24(5): 27-38.
[3]	邵必林, 崔梦桦. 考虑零售商公平关切的绿色供应链主体行为演化博弈研究[J]. 工业工程, 2021, 24(5): 124-131.
[4]	李林, 雷雅琳, 何建洪. 消费者绿色偏好、参考价格效应与供应链绿色创新[J]. 工业工程, 2021, 24(4): 20-26.
[5]	董海, 吴瑶. 基于PIWOA的绿色闭环供应链网络多目标模糊优化设计[J]. 工业工程, 2021, 24(4): 27-35.
[6]	闵杰, 杨冉, 欧剑, 曹宗宏. 基于双向成本分担的绿色供应链运营策略研究[J]. 工业工程, 2021, 24(4): 36-44.
[7]	彭永涛, 陆含, 赵艳萍. 面向延保服务的网购供应链协调策略研究[J]. 工业工程, 2021, 24(4): 45-55.
[8]	李晓华, 邵举平, 孙延安. 基于SD及三方博弈的低碳供应链消费市场活力激发研究[J]. 工业工程, 2021, 24(4): 150-159.
[9]	吴春尚. 基于Stackelberg博弈模型的不同主导权的三级农产品电商供应链决策分析[J]. 工业工程, 2021, 24(4): 160-167.
[10]	曹炳汝, 朱博文. 考虑再制造投资的闭环供应链网络均衡模型[J]. 工业工程, 2021, 24(3): 1-9.
[11]	聂佳佳, 胡元潇. 制造商生产成本结构对其线上销售模式选择的影响[J]. 工业工程, 2021, 24(3): 18-25,33.
[12]	王继光, 冯琪卿, 齐凯. 供应中断和需求扰动下供应链竞合关系研究[J]. 工业工程, 2021, 24(3): 46-53,59.
[13]	刘昊, 樊毓卿, 张诗青. 碳限额交易机制下低碳供应链协调策略[J]. 工业工程, 2021, 24(3): 60-67,82.
[14]	黄帅, 杨玉中. 基于互补产品的双渠道供应链合作广告博弈分析[J]. 工业工程, 2021, 24(3): 153-160.
[15]	梁喜, 梁伦海. 考虑渠道成本差异的双渠道供应链定价策略与渠道选择[J]. 工业工程, 2021, 24(2): 1-9.