清華大學(xué)互聯(lián)網(wǎng)產(chǎn)業(yè)研究院博士后魏鋒及其導(dǎo)師朱巖教授合作發(fā)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(fā)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(yíng)門(mén)店還是加盟門(mén)店？
考慮需求遷移的O2O供應(yīng)鏈最優(yōu)決策
魏鋒1, 2 朱巖1, 2,*
1 清華大學(xué)經(jīng)濟(jì)管理學(xué)院，北京，100084，中國(guó)
2 清華大學(xué)互聯(lián)網(wǎng)產(chǎn)業(yè)研究院，北京，100085，中國(guó)
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(yīng)鏈運(yùn)營(yíng)的常態(tài)。該 O2O 供應(yīng)鏈系統(tǒng)由一個(gè)平臺(tái)商、一個(gè)實(shí)體店和一種產(chǎn)品組成。平臺(tái)商采取線上直銷渠道，線下渠道采取自營(yíng)門(mén)店的集中決策或加盟門(mén)店的分散決策。構(gòu)建了需求無(wú)遷移和遷移兩種情形下的 O2O 供應(yīng)鏈渠道結(jié)構(gòu)模型，得到最優(yōu)批發(fā)價(jià)格、零售價(jià)格和利潤(rùn)。設(shè)計(jì)出分散決策下的協(xié)調(diào)機(jī)制以優(yōu)化 O2O 供應(yīng)鏈，并通過(guò)數(shù)值仿真驗(yàn)證了模型的有效性和實(shí)用性。研究表明，無(wú)論自營(yíng)門(mén)店還是加盟門(mén)店，系統(tǒng)總利潤(rùn)增加，線上線下售價(jià)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(jià)、系統(tǒng)總利潤(rùn)提高，線上售價(jià)、分散決策時(shí)平臺(tái)商利潤(rùn)降低；當(dāng)固定轉(zhuǎn)移支付費(fèi)用在一定范圍內(nèi)時(shí)，兩部定價(jià)契約可以有效的協(xié)調(diào)供應(yīng)鏈。本研究不僅對(duì) O2O 供應(yīng)鏈系統(tǒng)的理論研究有一定的貢獻(xiàn)，而且為管理者的實(shí)踐提供了決策支持。
