基于收益共享契约的“饥饿营销”模式供应链协调研究

›› 2017, Vol. 29 ›› Issue (2): 69-78.

基于收益共享契约的“饥饿营销”模式供应链协调研究

鄢章华¹, 刘蕾^2,3, 白世贞¹, 陈伟³

1. 哈尔滨商业大学管理学院, 哈尔滨 150028;
2. 哈尔滨师范大学经济学院, 哈尔滨 150025;
3. 哈尔滨工程大学经济管理学院, 哈尔滨 150001

收稿日期:2014-11-28 出版日期:2017-02-28 发布日期:2017-03-16
通讯作者: 刘蕾(通讯作者),哈尔滨师范大学经济学院讲师,博士后。
作者简介:鄢章华,哈尔滨商业大学管理学院副教授,博士后;白世贞,哈尔滨商业大学管理学院教授,博士生导师;陈伟,哈尔滨工程大学经济管理学院教授,博士生导师。
基金资助:
国家自然科学基金项目（71371061；71602042）；黑龙江省哲学社会科学基金项目（16JYC10）。

Coordinating Supply Chain under “Hunger Marketing” Using Revenue Sharing Contract

Yan Zhanghua¹, Liu Lei^2,3, Bai Shizhen¹, Chen Wei³

1. School of Management, Harbin Commerce University, Harbin 150028;
2. School of Economics, Harbin Normal University, Harbin 150025;
3. School of Economics and Management, Harbin Engineering University, Harbin 150001

Received:2014-11-28 Online:2017-02-28 Published:2017-03-16

摘要/Abstract

摘要： 饥饿营销模式在电子产品行业的成功应用，给供应链管理带来了新的问题。为实现"饥饿营销"模式下供应链上下游企业间的协调，在分析该模式下供应链管理特点的基础上，提炼出"饥饿营销"模式下供应链的基本运作模式。据此分别构建分散决策情形下和集中式决策情形下供应链成员的优化决策模型，通过模型求解结果的对比分析，阐明了进行供应链协调的必要性。在分析契约适用性的基础上，选择收益共享契约进行供应链协调并建立了相应的模型，通过对模型解的分析，给出了实现供应链协调的收益共享契约参数以及批发价的确定方式，并利用算例直观验证了相关结论。

关键词: 饥饿营销, 供应链协调, 收益共享契约, 产品虚位

Abstract: The successful applications of "hunger marketing" in electronic products industry has brought about new issues to supply chain management. In order to coordinate supply chain members under hunger marketing, the basic operating mode of supply chain under hunger marketing is put forward based on analyzing the characteristic of supply chain management. Optimization models for supply chain members are established from the aspects of centralized decision and decentralized decision. The necessity of coordination is proved through comparing the solutions to the optimization models. Based on analyzing the adaptabilities of several contracts, revenue sharing contract is used to coordinate the supply chain and corresponding model is established. By analyzing the solutions, the parameter of revenue sharing contract and wholesale price which can achieve supply chain coordination are determined. Numeric examples are used to verify the conclusions.

Key words: hunger marketing, supply chain coordination, revenue share, phantom

鄢章华, 刘蕾, 白世贞, 陈伟. 基于收益共享契约的“饥饿营销”模式供应链协调研究[J]. , 2017, 29(2): 69-78.

Yan Zhanghua, Liu Lei, Bai Shizhen, Chen Wei. Coordinating Supply Chain under “Hunger Marketing” Using Revenue Sharing Contract[J]. , 2017, 29(2): 69-78.

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