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

摘要：

围绕线上零售商的特点，立足产品类型与物流外包两个维度，设计了四种类型供应链结构，研究了线上零售商主导下不同供应链结构的最优决策及选择策略；进而分析了制造商边际生产成本变化对供应链结构选择的影响。研究显示：承接物流二次外包的物流服务提供商不应作为线上零售商主导下供应链结构的主要参与主体；期初，线上零售商会面向功能型产品构建由零售商与物流服务集成商组成的供应链结构；后期，随着制造商边际生产成本的下降，其会优先选择创新型产品，构建由制造商、零售商以及物流服务集成商组成的供应链结构。在此基础上，为实现整个供应链效益及客户价值的最大化，线上零售商会逐步整合物流服务集成商，有效集成零售及物流资源，形成由制造商与零售商组成的供应链结构。通过数值分析验证了主要的研究结论。

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