基于购物体验竞争的多渠道供应链决策与协调机制研究

With the rapid development of the information technology and the consumption culture, the traditional single physical store sales in the supply chain enterprises have undergone essential changes, e.g., the intense competition of online and offline multi-channel sales. Competitions in multiple sales channels stimulate the enhancement of customer shopping experience, which is now becoming a new engine for capturing supply chain demands. Another major change is that supply chain enterprises are commonly suffering from the bewilderment generated by the financial complexity. This project will focus on multi-channel supply chains under this new context. We will investigate the impact of the shopping experience of supply chain operations decisions, design the corresponding coordination mechanisms and strategies, and develop a set of models and methods for multi-channel supply chain with competitions in shopping experience. The detailed research issues include: the characterization of utility dimension and construction of measurement model based on shopping experience in multi-channel supply chains; the cost analysis as well as the optimization of competition strategy on shopping experience; the exploration of the impact of competitions in shopping experience on the supply chain production, inventory and ordering decision; the study on coordination mechanisms and methods of the multi-channel supply chain with capital constraints; the discussion on designing effective algorithms for the supply chain optimization models. In all, the project is to further develop the supply chain coordination and optimization methods, which also has an important practical significance in supply chain management.

随着信息技术的发展和消费文化的演变，供应链企业传统的单一物理店面销售方式发生了根本性改变，线上线下等多销售渠道竞争日益激烈。多渠道的竞争使得良好的购物体验正逐渐成为捕获供应链需求的新引擎，但同时融资问题困扰供应链协调发展的现象也已成为新常态。项目将针对这种新背景下的多渠道供应链，分析购物体验竞争对供应链企业运作决策的影响，从资金约束现状出发设计相应的供应链协调机制，建立起购物体验竞争环境下的多渠道供应链协调模型和方法体系。主要内容包括：多渠道销售方式下购物体验的效用维度刻画与度量模型构建；考虑购物体验的供应链需求与成本分析；购物体验竞争策略的优化及其对供应链的生产、库存和订货等决策影响机理的揭示；资金约束等情形下多渠道供应链协调机制与方法研究；相关供应链优化模型的算法设计等。因此，项目预期成果不仅能进一步发展传统的供应链协调与优化理论，而且可以为实际供应链企业决策提供依据和管理启示。

在项目四年期间内，我们本着立项目的、预期目标和自然科学基金提倡的原则开展研究工作，项目取得若干研究成果，现总结如下。.科学研究方面，分析了产品库存展示水平、消费者感知质量、产品新鲜度或绿色程度、服务排队时间、产品试用时长与质量等因素对消费者购物体验的影响，构造了购物体验影响下的多渠道供应链需求和成本模型，揭示了购物体验竞争对供应链的生产规划、库存水平、订货策略、定价策略、试用策略等决策的影响机理，设计了不同类型供应链的协调机制与策略包括收益共享契约、成本分担契约和量价折扣等策略，针对零售商或制造商存在资金约束的情形给出了供应链的最优信用支付策略和融资策略。项目不仅进一步发展了传统的供应链协调与优化理论，而且为购物体验竞争环境下的供应链企业决策提供了依据和管理启示。.论著和获奖方面，项目成员在在《European Journal of Operational Research》《Applied Mathematical Modelling》《Journal of the Operational Research Society》《系统工程理论与实践》《中国管理科学》《运筹与管理》等十余种国内外学术期刊上发表论文17篇，其中 SCI检索6篇，EI检索2篇，CSSCI检索4篇次，北大中文核心期刊目录检索8篇次。项目部分研究成果荣获安徽省科学技术三等奖和第八届安徽省自然科学优秀论文二等奖。.人才培养方面，本项目支持18名硕士研究生的学位论文，其中10名研究生已获得硕士学位，8名研究生正在培养。项目主持人获得省级人才称号，被评为安徽省学术和技术带头人后备人选。