考虑双边服务水平的网购服务供应链协调契约

doi:10.12005/0rms.2016.0003

摘要/Abstract

摘要： 本文考虑了由单个网络商店和单个第三方物流企业(TPL)所构成的二级网购服务供应链,在双方服务水平同时影响市场需求的情况下,研究了网购服务供应链的服务质量协调问题。通过对比分散式和集中式供应链中各方的均衡决策,指出传统价格契约的不足,提出采用收益共享契约对供应链进行协调,并分析了该契约实现供应链协调的条件和局限。研究结果表明:收益共享契约能激励双方提高服务水平、实现供应链协调;协调契约实施前后各方的基本服务水平对各自的收益和服务决策均有正向影响,且相应的影响在协调契约下更明显。此外,研究还指出供应链系统可能会因TPL服务能力不足发生服务拥塞,使得系统运营效率降低。最后,通过算例验证了收益共享契约的有效性,并对主要参数的灵敏度进行了分析。

关键词: 网购服务供应链, 双边服务水平, 供应链协调, 协调契约

Abstract: In this paper, service quality coordination mechanism is studied in a two-layer service supply chain that consists of one online store and one TPL with the market demand dependent on their service levels. Service decisions are compared and analyzed in two different scenarios: decentralized decision and centralized decision. And then the limitations of the traditional price-only contract in the first scenario are pointed out. Considering the scenario of centralized decision as a benchmark, we propose a revenue sharing contract(RSC)as a method to coordinate the decentralized supply chain and give the conditions and limitations of the contract to realize supply chain coordination. The results show that the RSC can motivate both online store and TPL to improve service level and realize service supply chain coordination. Moreover, the result shows that basic service levels of all members have a positive influence on their service decision in the two scenarios, and the effect is greater in the second scenario. However, the results also show that service congestion effect may appear due to the shortage of the service capacity of TPL, which may decrease the efficiency of the service system. Finally, the numerical analysis proves the effectiveness of the RSC and the sensitivity analysis is made for the main parameters of our models.

Key words: online shopping service supply chain, bilateral service level, supply chain coordination, coordination contract

中图分类号:

F274

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 Xing-hong, SU Qiang, LI Gui-ping. Online Shopping Service Supply Chain Coordination Contract Considering Bilateral Service Level[J]. Operations Research and Management Science, 2016, 25(1): 15-24.

参考文献

[1] 艾瑞咨询.2013年中国网络购物交易额达1.85万亿元,增速渐趋平稳[EB／OL]. http://ec.iresearch.cn/ shopping/20140114/224908.shtml.
[2] Lee G G, Lin H F. Customer perceptions of e-service quality in online shopping[J]. International Journal of Retail & Distribution Management, 2005, 33(2): 161-176.
[3] Suryandari R T, Paswan A K. Online customer service and retail type-product congruence[J]. Journal of Retailing and Consumer Services, 2014, 21(1): 69-76.
[4] Tsao W C, Tseng Y L. The impact of electronic-service quality on online shopping behaviour[J]. Total Quality Management & Business Excellence, 2011, 22(9): 1007-1024.
[5] Zhou T, Lu Y, Wang B. The relative importance of website design quality and service quality in determining consumers’online repurchase behavior[J]. Information Systems Management, 2009, 26(4): 327-337.
[6] Udo G J, Bagchi K K, Kirs P J. An assessment of customers’e-service quality perception, satisfaction and intention[J]. International Journal of Information Management, 2010, 30(6): 481- 492.
[7] 常亚平,朱东红,张金隆.影响消费者重复网上购物行为因素的实证研究——基于电子商务环境和网络商店因素的数据分析[J].管理评论,2009,21(4):65-71.
[8] Rao S, Goldsby T, Griffis S, et al.. Electronic logistics service quality(e-LSQ): its impact on the customer’s purchase satisfaction and retention[J]. Journal of Business Logistics, 2011, 32(2): 167-179.
[9] Boyer K K, Hult G T M. Extending the supply chain: integrating operations and marketing in the online grocery industry[J]. Journal of Operations Management, 2005, 23(6): 642- 661.
[10] 秦星红,苏强,洪志生,王世进.服务质量约束下网络商店与物流服务商协调模型[J].同济大学学报(自然科学版),2014,09:1444-1451.
[11] Liu W, Xie D, Xu X. Quality supervision and coordination of logistic service supply chain under multi-period conditions[J]. International Journal of Production Economics, 2013, 142(2): 353-361.
[12] 吴庆,但斌.物流服务水平影响市场需求变化的TPL协调合同[J].管理科学学报,2008,11(5):64-75.
[13] Bai S H, Zhang L. Quality supervision in logistics service supply chain under asymmetric information based on game theory[C]. Proceedings of the 2010 Chinese Control and Decision Conference(CCDC), 2010 Chinese. IEEE, 2010. 1345-1350.
[14] Xing D, Liu T. Sales effort free riding and coordination with price match and channel rebate[J]. European Journal of Operational Research, 2012, 219(2): 264-271.
[15] 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, 2(9):18-27
[16] Gurnani H, Erkoc M. Supply contracts in manufacturer-retailer interactions with manufacturer-quality and retailer effort-induced demand[J]. Naval Research Logistics, 2008, 55(3): 200-217.
[17] Kaya M, zer . Quality risk in outsourcing: noncontractible product quality and private quality cost information[J]. Naval Research Logistics, 2009, 56(7): 669- 685.
[18] Tsay A A, Agrawal N. Channel dynamics under price and service competition[J]. Manufacturing & Service Operations Management, 2000, 2(4): 372-391.
[19] Cachon G P, Lariviere M A. Supply chain coordination with revenue-sharing contracts: strengths and limitations[J]. Management science, 2005, 51(1): 30- 44.
[20] Gurnani H, Erkoc M, Luo Y. Impact of product pricing and timing of investment decisions on supply chain co-opetition[J]. European Journal of Operational Research, 2007, 180(1): 228-248.
[21] Preyas Desai S, Kannan Srinivasan. Demand signalling under unobservable effort in franchising: linear and nonlinear price contracts[J]. Management Science, 1995, 41(10): 1608-1623.
[22] Tagaras G, Lee H L. Economic models for vendor evaluation with quality cost analysis[J]. Management Science, 1996, 42(11):1531-1543.
[23] 华中生.网络环境下的平台服务及其管理问题[J].管理科学学报,2013,16(12):1-12.