关键词: 供应链结构, 零售商主导, 消费者剩余, Stackelberg博弈, 演化分析, 物流外包

Abstract:

Based on the characteristics of online retailers and two dimensions of product type and logistics outsourcing, four types of supply chain structures are designed, and the optimal decision-making and selection strategies of different supply chain structures led by online retailers are studied. Then this paper analyzes the influence of manufacturer’s marginal production cost on the selection of supply chain structure. The results show that the logistics service provider which undertake secondary outsourcing of logistics services should not be the participant of the supply chain structure dominated by online retailers. At the beginning, the online retailers will build supply chain structure composed of retailer and logistics service integrator for functional products. In the later stage, as the manufacturer’s marginal production cost decreases, it will give priority to innovative products to build supply chain structure composed of manufacturer, retailer and logistics service integrator. On this basis, in order to maximize the benefits of the entire supply chain and customer value, the online retailers will gradually integrate logistics service integrator and resources of retailing and logistics, form a supply chain structure composed of manufacturer and retailer. Finally, the above main conclusions are verified by numerical analysis.

Key words: supply chain structure, dominant retailer, consumer surplus, Stackelberg game, evolutionary analysis, logistics outsourcing