网购供应链质量控制的策略研究

doi:10.3969/j.issn.1007-7375.2020.01.014

摘要/Abstract

摘要： 针对网购供应链中频繁出现的假冒伪劣等产品质量问题，考虑了由电商平台、平台销售企业和消费者3个理性群体组成的网购供应链，通过构建三方博弈的混合纳什均衡模型，求出了该混合策略纳什均衡解。在此基础上，进一步分析了网购供应链中各因素对相关主体行为概率的影响，得到了各主体的期望收益。运用Matlab R2017a软件对模型影响因素进行了数值仿真分析。研究结果表明，网购供应链质量博弈中存在着混合策略纳什均衡，且各主体的行为概率与惩罚、伪造、检验成本、收益、平台注册费用、后悔值、庆幸值等因素相关。为使各主体的期望收益同时趋于理想状态，电商企业应增加惩罚值和平台注册费用到区间中值，而消费者须增大后悔值、庆幸值到区间最大值。

关键词: 网购供应链, 质量控制, 三方博弈, 混合策略纳什均衡

Abstract: Aiming at the quality problems of counterfeit and shoddy products in the online shopping supply chain, the online shopping supply chain consisting of three rational groups of e-commerce platform, platform sales enterprise and the consumer is considered. By constructing a mixed Nash equilibrium model of three-party game, the hybrid strategy Nash equilibrium solution is found. Furthermore, the influence of various factors on the behavior probability of related subjects in the online shopping supply chain is analyzed, and the expected returns of each subject are obtained. Finally, a numerical simulation analysis of the influencing factors of the model is carried out by using Matlab2017a software. The research results show that there is a mixed strategy Nash equilibrium in the online shopping supply chain quality game, and the behavioral probability of each subject is related to the factors such as punishment, forgery, inspection cost, income, platform registration fee, regret value, and happiness value. The penalty value and the platform registration fee of the e-commerce enterprise should be increased to the median interval. At the same time, the consumer should increase the regret value and the lucky value to the maximum value of the interval, so that the expected returns of each subject can reach the ideal state at the same time.

Key words: online shopping supply chain, quality control, three-party game, mixed strategy Nash equilibrium

中图分类号:

F252

范定祥, 李重莲. 网购供应链质量控制的策略研究[J]. 工业工程, 2020, 23(1): 104-111.

FAN Dingxiang, LI Chonglian. A Research on Quality Control Strategy of Online Shopping Products from the Perspective of Supply Chain[J]. Industrial Engineering Journal, 2020, 23(1): 104-111.

参考文献

[1] MAZE A, POLIN S, RAYNAND E, et al. Quality signals and governance structures within European agr-food chains:a new institutional economics approach[R]. Paper presented at the 78th EAAE Seminar and NJ F Seminar 330, Economics of Contracts in Agriculture and the Food Supply Chain, Copenhagen, 2001-06-15.
[2] MARSDEN C T. Beyond Europe:the Internet, regulation, and multistakeholder governance-representing the consumer interest?[J]. Jounal of Consumer Policy, 2008, 31(1):115-132
[3] WEISER P J. The future of Internet regulation[DB/OL].[2019-03-01]. https://lawreview.law.vcdavis.edu/issues/43/2/articles/43-2_weiser.pdf.
[4] 张红霞. 网购食品质量安全信号传递的博弈分析[J]. 农业技术经济, 2017(9):116-123
[5] 刘永胜, 甘莹莹, 徐广姝. 网购食品供应链平台与平台卖家信号传递的博弈[J]. 商业研究, 2018(10):19-27
LIU Yongsheng, GAN Yingying, XU Guangshu. The game of signal transmission between online shopping food supply chain platform and platform seller[J]. Commercial Research, 2018(10):19-27
[6] 王念, 翁鸣. 电商促销对消费者购买意愿的作用机制研究——基于信息传递视角[J]. 广西财经学院学报, 2016(2):67-75
WANG Nian, WENG Ming. Mechanism of the e-commerce sales promotion effect on purchase intention-based on the view of information diffusion[J]. Journal of Guangxi University of Finance and Economics, 2016(2):67-75
[7] 王志远, 吴泗宗, 翟庆华. 如何提升移动网购体验——基于用户双重视角体验质量影响因素的实证研究[J]. 当代财经, 2018(6):81-91
WANG Zhiyuan, WU Sizong, ZHAI Qinghua. How to improve the experience of online-shopping? An empirical study based on the factors affecting the quality of users'double perspective experience[J]. Contemporary Finance & Economics, 2018(6):81-91
[8] QIN X, SU Q, HUANG S H. Extended warranty strategies for online shopping supply chain with competing suppliers considering component reliability[J]. Journal of Systems Science & Systems Engineering, 2017, 26(4):1-21
[9] QIN X, SU Q, HUANG S H, et al. Service quality coordination contracts for online shopping service supply chain with competing service providers:integrating fairness and individual rationality[J]. Operational Research, 2017(8):1-28
[10] 姚建明. 4PL模式下网购供应链资源整合决策[J]. 系统管理学报, 2016, 25(2):308-316
YAO Jianming. Resource integration decision for online shopping supply chain with fourth party logistics[J]. Journal of Systems Management, 2016, 25(2):308-316
[11] 姚建明. 基于服务能力均衡的网购供应链资源整合决策[J]. 中国管理科学, 2015, 23(10):88-97
YAO Jianming. Resource integration decision based on online shopping supply chain based on service capability equilibrium[J]. Chinese Management Science, 2015, 23(10):88-97
[12] 施晓彦, 曹喆岫, 陈超, 等. 基于大数据的电商产品质量评价研究——以儿童木制玩具为例[J]. 广西财经学院学报, 2017, 30(5):64-83
SHI Xiaoyan, CAO Zhexiu, CHEN Chao, et al. Research on e-commerce product quality evaluation based on big data analysis-a case study of wooden toys for children[J]. Journal of Guangxi University of Finance and Economics, 2017, 30(5):64-83
[13] 刘国巍, 李闷管. 网购服务补救质量测度体系及改进SERVQUAL模型——基于策略偏好的实验分析视角[J]. 中国流通经济, 2017, 31(9):63-70
LIU Guowei, LI Minguan. Internet shopping service recovery quality measurement system and the improved SERVQUAL model-an empirical analysis based on strategic preference[J]. China Circulation Economy, 2017, 31(9):63-70
[14] 李乃文, 荣帅, 赵宏霞. 双边市场环境下网购平台的质量诚信监控行为研究[J]. 软科学, 2017, 31(8):129-133, 138
LI Naiwen, RONG Shuai, ZHAO Hongxia. Study on quality integrity control behavior of online shopping platform in two-sided markets[J]. Soft Science, 2017, 31(8):129-133, 138
[15] 纪杰. 基于供应链视角的网购食品安全监管困境及策略研究[J]. 当代经济管理, 2018, 40(9):32-38
JI Jie. Research on the predicament and strategy of online food safety supervision based on supply chain[J]. Contemporary Economic Management, 2018, 40(9):32-38
[16] 王可山, 张丽彤, 樊奇奇. 供应链视角下网购食品质量安全关键控制点研究[J]. 河北经贸大学学报, 2018, 39(6):87-94
WANG Keshan, ZHANG Litong, FAN Qiqi. Research on critical control points of online shopping food quality and safety from the perspective of supply chain[J]. Journal of Hebei University of Economics and Business, 2018, 39(6):87-94
[17] 张震遐. 浅谈网购商品质量问题[J]. 中国市场, 2016(49):160-161
[18] 李富昌, 吴可可, 胡晓辉. 基于收益共享契约的网购供应链ITIO的演化博弈分析[J]. 系统科学学报, 2017, 25(3):83-88
LI Fuchang, WU Keke, HU Xiaohui. Evolutionary ITIO analysis of supply chain on online shopping under revenue sharing contract[J]. Journal of Systems Science, 2017, 25(3):83-88
[19] 秦星红, 苏强, 李贵萍. 考虑双边服务水平的网购服务供应链协调契约[J]. 运筹与管理, 2016, 25(1):15-24
QIN Xinghong, SU Qiang, LI Guiping. Online shopping service supply chain coordination contract considering bilateral service level[J]. Operations Research and Management, 2016, 25(1):15-24
[20] 谢识予. 经济博弈论[M]. 上海:复旦大学出版社, 2002:52-102.