电商环境下考虑公平偏好的供应链渠道激励机制研究

Study on Supply Chain Incentive Mechanism Considering Fairness Preference in E-commerce Environment

摘要:

为研究电子商务背景下的供应链激励机制,本文引入电商效率系数对是否具有公平偏好的两类条件下的供应链激励机制做了比较研究。发现在无公平偏好下,零售商所付出的最优努力水平与合同的激励系数正相关,与产品的批发价格无关,与零售商的风险规避程度和商品销售量的波动程度负相关,制造商给予零售商的最优激励系数与产品的批发价格正相关,与零售商销售产品的边际利润负相关。而在公平偏好条件下,激励系数对于零售商的正向激励作用未变,而当激励合同中的固定收入满足一定条件时,零售商的努力水平就会大于其在无公平偏好下的努力水平,并且固定收入越多,零售商为销售产品付出的努力就越多。同时发现在电子商务背景下,电商效率系数的引入对制造商和整个渠道的收益具有明显的正向关系。通过计算机仿真模拟了公平偏好下的委托人和代理人的收益以及整个供应链总收益相比无公平偏好下的收益存在帕累托改进,验证了电商效率系数的提高对渠道总收益的正向激励作用。

Abstract:

In order to study the incentive mechanism of supply chain under the background of e-commerce, this paper introduces the e-commerce efficiency coefficient to compare the incentive mechanism of supply chain under two kinds of conditions with fair preference. It is found that under the unfair preference, the optimal level of effort exerted by the retailer is positively related to the incentive coefficient of the contract, not related to the wholesale price of the product, and negatively related to the retailer"s degree of risk aversion and the volatility of the sales volume of goods. The optimal incentive coefficient given to the retailer is positively related to the wholesale price of the product and negatively related to the marginal profit of the retailer"s sales of the product. However, under the condition of fair preference, the analysis shows that the incentive coefficient has no effect on retailers "positive motivation. When the fixed income in the incentive contract satisfies certain conditions, retailers" efforts will be greater than their unfair preference Effort levels, and the more fixed revenue, the more retailers have to sell their products. At the same time, it is found that in the background of e-commerce, the introduction of e-commerce efficiency coefficient has a clear positive relationship with the earnings of manufacturers and the whole channel. Through computer simulation,we prove that the Pareto"s improvement of the income of the principal and agent under the fair preference and the total revenue of the whole supply chain is better than that of the unfair preference, It verifies that the increase of the efficiency coefficient of the e-commerce to the total revenue of the channel Positive incentive effect.