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    自營門店還是加盟門店?考慮需求遷移的O2O供應鏈最優決策

    2021-03-11


    清華大學互聯網產業研究院博士后魏鋒及其導師朱巖教授合作發表論文:Self-Operated Store or Franchised Store? Optimal Decisions for Online-to-Offline Supply Chain with a Demand Shift,該文章于 2020 年 12 月發表于 SCI 收錄期刊 Mathematical Problems in Engineering。

    Self-Operated Store or Franchised Store? Optimal Decisions for Online-to-Offline Supply Chain with a Demand Shift

    Feng Wei1, 2 and Yan Zhu1, 2,*
    1 School of Economics and Management, Tsinghua University, Beijing, 100084, China 

    2 Institute of Internet Industry, Tsinghua University, Beijing 100085, China

    Correspondence should be addressed to Yan Zhu; zhuyan@sem.tsinghua.edu.cn


    Abstract: Mutual shifts in offline and online demand have become the norm in supply chain operations. The online-to-offline (O2O) supply chain system consists of a platform vendor, a physical store, and a product. The platform vendor sells the product directly online and governs either the centralized decision-making of a self-operated store or the decentralized decision-making of a franchised store offline. In this study, supply chain decision models with and without demand shifts are constructed to obtain optimal wholesale and selling prices and to maximize profit.The coordination mechanism under decentralized decision-making is designed to optimize the O2O supply chain, and the validity and applicability of the model are verified by numerical simulation. Results show that, regardless of whether a store is self-operated or franchised, the total profit of the system increases, and online and offline prices depend on a range of demand shifts. With an increased proportion of online demand shifts, the offline selling price and total profit of the system increase, whereas the online selling price and profit of the platform vendor decrease under decentralized decision-making. When the fixed transfer payment fee is within a certain range, a two-part-tariff contract can effectively coordinate the supply chain. This study not only contributes to the theoretical literature on O2O supply chain systems but also provides practical decision-making support for managers.



    自營門店還是加盟門店?

    考慮需求遷移的O2O供應鏈最優決策

    魏鋒1, 2  朱巖1, 2,*

    1 清華大學經濟管理學院,北京,100084,中國

    2 清華大學互聯網產業研究院,北京,100085,中國

    通訊作者  朱巖;zhuyan@sem.tsinghua.edu.cn


    摘要:線上線下需求相互遷移已成為供應鏈運營的常態。該 O2O 供應鏈系統由一個平臺商、一個實體店和一種產品組成。平臺商采取線上直銷渠道,線下渠道采取自營門店的集中決策或加盟門店的分散決策。構建了需求無遷移和遷移兩種情形下的 O2O 供應鏈渠道結構模型,得到最優批發價格、零售價格和利潤。設計出分散決策下的協調機制以優化 O2O 供應鏈,并通過數值仿真驗證了模型的有效性和實用性。研究表明,無論自營門店還是加盟門店,系統總利潤增加,線上線下售價的高低取決于需求遷移比例的范圍;隨著線上遷移比例的增加,線下售價、系統總利潤提高,線上售價、分散決策時平臺商利潤降低;當固定轉移支付費用在一定范圍內時,兩部定價契約可以有效的協調供應鏈。本研究不僅對 O2O 供應鏈系統的理論研究有一定的貢獻,而且為管理者的實踐提供了決策支持。

    編輯|段文秀

    審核、責編|楊帆

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