风险规避对双渠道供应链运作模式的影响研究

16120112IndustrialEngineeringandManagementVol.16No.1Feb.2011:10075429(2011)01003205:20100620;:20100820:(1981),,,,李书娟,张子刚,黄洋(华中科技大学管理学院,湖北武汉430074):构建了基于双源渠道的二级供应链模型,考虑供应链双方的风险态度,分析比较了两种不同的运作模式,电子渠道单独由制造商控制的竞争模式和制造商和零售商的合作模式,得到了制造商和零售商采取合作模式的解析条件借助数值分析,探讨了风险态度对供应链双方利润和运作模式选择的影响,考察了合作模式下的利润分配机制研究表明直销渠道最优价格和零售渠道最优价格不受零售商和制造商是否合作的影响,但受到供应链双方风险规避度的影响;在一定条件下,制造商和零售商合作将达到Pareto最优:双渠道;风险规避;供应链;合作模式:F406:AEffectsofRiskAversiononOperationalModeinDualChannelSupplyChainLIShujuan,ZHANGZigang,HUANGYang(SchoolofManagement,HuazhongUniversityofScienceandTechnology,Wuhan430074)Abstract:Atwoleveldualchannelsupplychainmodelwasconstructed.Theriskattitudewasconsidered.Twodifferentoperationalmodecompetitivemodeandcooperativemode,wereanalysizedandcompared.Theanalyticalconditionofthatthemanufacturerandtheretailerchoosecooperationintheelectronicchannelwasobtained.Theimpactofriskaversiononprofitofsupplychainpartiesandoperationalmodewerediscussed.Theprofitdistributionmechanismincooperationmodewasanalysed.Studiesshowthattheoptimaldirectchannelpriceandoptimalretailerchannelpricearenotinfluencedwhetherretailerandmanufacturercooperateornot,butinfluencedbyriskaversionoftwoparties.Withincertainconditions,manufacturerandretailerwillachieveParetooptimaliftheychoosecooperation.Keywords:dualchannel;riskaversion;supplychain;cooperativemode1,2009,1.08,28.1%,20092500,2008[1],,,,,,,Levis,,Levis[2]Levis,,,,321,,,EthanAllen,EthanAllen70%[3];Travelocity[4];BobbiBrownNeimanMarcus[5],,,Chiang,,[6]TsayAgrawal,[7]Boyaci,,-[8],GengMallik,,[9][10],,,,[11],,,:,2,,,,;,,,,Dd=(+)a-pd-b(pd-pr)(1)Dr=(1-)a-pr-b(pr-pd)(2),Dd,Dra,a=a+a,,!N(0,!2),01,,b(0b1)pd,pr3,,,,,ss=∀+#(pd-c)Dd(3)s,,∀,#,,Dd,#(0#1),,c1w,c,,[12]U(∃)=E(∃)-kVar(∃)(4)UM(∃cM)=E(∃M)-kmVar(∃M)=(1-#)(pd-c)[(+)a-pd-b(pd-pr)]+(w-c)[(1-)a-pr-b(pr-pd)]-∀-km∀[(1-#)(pd-c)(+)+(w-c)(1-)]!(5)UR(∃cR)=E(∃cR)-krVar(∃cR)=(pr-w)[(1-)a-pr-b(pr-pd)]+∀+#(pd-c)[(+)a-pd-b(pd-pr)]-c1-kr∀[(pr-w)(1-)+#(pd-c)(+)]!(6)kmkr3316,:,km#0km=0,km0,km,krkm,,Stackelberg,,,(c)wc*=c2+((1+2b)bc#+aX1-X2!km-(1+2b)(1-)!kr)/2(1+b)(1+2b)pc*d=c2+a-!km2(1+2b)(b+++b)pc*r=(c+4b(1+b)c+a(3-3+2b(3+b-2++b))-2(1+b)(1+b-+b)!km-(1+2b)(1-)!kr)/4(1+2b)(1+b)(7),X1=1-+b(2--#+-#)+b2(1-#)(1+)X2=2(-1)+(3+#)b+(#-1)b+b2(#-1)(1+)4,,,c2,,,,,,,c2c1UM(∃M)=E(∃M)-kmVar(∃M)=(pd-c)[(+)a-pd-b(pd-pr)]+(w-c)[(1-)a-pr-b(pr-pd)]-c2-km[(pd-c)(+)+(w-c)(1-)]!(8)UR(∃R)=E(∃R)-krVar(∃R)=(pr-w)[(1-)a-pr-b(pr-pd)]-kr(pr-w)(1-)!(9),w*=c2+((1+b)(1+b-+b)a-(2∀(1-)+b2(1+)+b(4-3+))!km+(1+2b)(1-)!kr)/2(1+b)(1+2b)p*d=c2+a-!km2(1+2b)(b+++b)p*r=(c+4b(1+b)c+a(3-3+2b(3+b-2++b))-2(1+b)(1+b-+b)∀!km-(1+2b)(1-)!kr)/4(1+2b)(1+b)UR(∃R)*=(c-a(1-)-(1-)∀(2km-3kr))2/16(1+b)(10)5(1)p*r=p*r,p*d=pc*d,km=kr=0,,(2)E(D*d)=E(Dc*d),E(D*r)=E(Dc*r),,(3)p*dkm=pc*dkm0,,p*rkm=pc*rkm0,p*rkr=pc*rkr0,,w*km0,w*kr0,,,;,,(4)c1-(#Y[Y+2(b+++b)!(kr-km)])/4((1+b)(1+2b))∀c2-#Y24(1+b)(1+2b)(1),,Y=(1+2b)341c+(b+++b)(!km-a),∃c*M-∃*M=-∀+c2-#Y24(1+b)(1+2b)∀c2-#Y24(1+b)(1+2b),∃c*R-∃*R=∀-c1+#Y[Y+2(b+++b)!(kr-km)]4(1+b)(1+2b)∀c1-#Y[Y+2(b+++b)!(kr-km)]4(1+b)(1+2b),c1-#Y[Y+2(b+++b)!(kr-km)]4(1+b)(1+2b)∀c2-#Y24(1+b)(1+2b),,6,,,,a=80,!=10,=0.2,=0.1,b=0.5,c=8,#=0.4,c1=200,c2=100,∀=50,kr=0.2(1)kr=0.2,km(0,1)0.1,12,∀=501,,km,km,,,,km,,,km,,,km,1km2km,km=0.2,kr(0,1)0.1,34,,kr,krkr,,,,,3kr(2)1#,∀1,∀3516,:,,∀,∀∀,4kr5#6#∀,#,,,km=kr=0.2,0.23715∃#∃0.71144,,,#0.23715#0.71144,,7,,,,,,,,,,,,:[1].25[R].2010:3738.[2]DavisJ.Manufacturersaretestingthewebfordirectsales:somearefindingsuccess[J].InfoWorld,2001,35(5):102103.[3]GoldmanA.Battleforwebcustomerspitsretaileragainstmanufacturers;Internet:nowthatproductmakescanopenvirtualshopsaccessibletoeveryonlinecustomer,traditionalmerchantsarebeginningtoshowtheirdispleasure[N].LosAnglesTimes,1999,August8,C1.[4]MachlisS.Channelconflictsstallwebsales[J].Computerworld,1998,February16:2.[5]GarnerR.Madashell[J].Sales&MarketingManagement,1999,1:54.[6]ChiangWK,ChhajedD,HessJD.Directmarketingindirectprofits:Astrategicanalysisofdualchannelsupplychaindesign[J].ManagementScience,2003,49(1):120.[7]TsayAA,AgrawalN.ChannelconflictandcoordinationintheEcommerceage[J].ProductionandOperationsManagement,2004,13(1):93110.[8]BoyaciT.Competitivestockingandcoordinationinamultiplechanneldistributionsystem[J].IIETransactions,2005,37(5):407427.[9]GengQ,MallikS.Inventorycompetitionandallocationinamultichanneldistributionsystem[J].EuropeanJournalofOperationalResearch,2007,182(2):704729.[10],,.[J].,2009,24(6):673679.[11],.[J].,2010,23(1):1017.[12]LauHS,LauAHL.Manufacturerspricingstrategyandreturnpolicyforasingleperiodcommodity[J].EuropeanJournalofOperationalResearch,1999,116(2):291304.36