O2O/OAO模式下的供应链合作策略与协调机制研究

O2O/OAO is a new mode in the area of electronic commerce in recent years, which has attracted more and more attentions of the academe and the enterprises. O2O/OAO mode will change the structure and characteristics of original supply chain, meanwhile, the competition, cooperation and game relationships among enterprises of supply chain have become more complicated, which enlarges the difficulty to coordinate the supply chain. In view of this, this project aims at the status that there lacks of modeling and quantitative researches about O2O/OAO supply chain, choose several key issues and difficult points about cooperation and coordination in O2O/OAO supply chain of three typical situations: online to offline situation, offline to online situation, and online and offline situation. This project will solve following problems: the pricing and capacity allocation for service provider under uncertainty demands and limited service capacity in O2O supply chain, the pricing and supply allocation under uncertainty demands and uncertainty outputs in O2O supply chian, the cooperation of offline entity stores for experience and online multi-retailers under information asymmetry, the OAO supply chain cooperation under bidirectional service spillover effects, and the cooperative advertising strategies in OAO supply chain under different product in different channel. Futhermore, this project will design effective and rational coordination contracts and incentive mechanisms for O2O/OAO supply chain. The techniques and solutions for O2O/OAO supply chain cooperation and coordination will be presented systematically in this project, which can provide theoretical and methodological guidance for the implement of O2O/OAO supply chian strategies.

O2O/OAO是近年来电子商务领域出现的新模式，引起企业界和学术界越来越多的关注。O2O/OAO模式改变了原有的供应链结构和特征，使供应链成员企业间的竞合博弈关系变得更为复杂，供应链协调的难度进一步加大。鉴于此，本项目针对目前缺乏对O2O/OAO供应链建模量化研究的现状，选择线上到线下、线下到线上和线上线下融合三种典型情形中O2O/OAO供应链合作与协调的几个重点难点问题进行深入研究，解决不确定需求与服务商能力有限时O2O供应链的定价与能力分配、不确定需求与不确定产出下O2O供应链的定价与供应量分配、信息不对称下线下体验店与多线上销售商的合作、考虑双向服务溢出效应的OAO供应链合作、渠道产品差异化的OAO供应链联合广告等关键问题，设计有效合理的供应链协调合同与激励机制；形成O2O/OAO供应链合作与协调较为系统的技术方法和解决方案，为O2O/OAO供应链战略的实施提供理论和方法指导。

O2O/OAO是近年来电子商务领域出现的新模式，引起企业界和学术界越来越多的关注。O2O/OAO模式改变了原有的供应链结构和特征，使供应链成员企业间的竞合博弈关系变得更为复杂，供应链协调的难度进一步加大。本项目根据项目计划书要求，完成了线上到线下情形的O2O供应链合作策略与协调机制研究，包括不确定需求与服务商能力有限时O2O供应链的定价与能力分配策略及其协调机制、不确定需求与不确定产出下O2O供应链的定价与供应量分配策略及其协调机制、面向长期需求的O2O供应链定价与促销策略及其协调机制、“线上购买，线下消费”模式中O2O供应链的定价与合作策略、“线上购买，线下取货”模式中O2O供应链的定价与合作策略等内容的研究；完成了线下到线上情形的O2O供应链合作策略与协调机制研究，包括第三方物流参与的线下到线上O2O供应链合作策略与协调机制、存在异质消费者的线下到线上O2O供应链合作广告契约设计、考虑竞争引入的线下到线上O2O供应链的合作策略与激励机制、信息不对称下线下体验店与多线上销售商的合作策略与激励机制等内容的研究；完成了线上线下融合情形的OAO供应链合作策略与协调机制研究，包括考虑双向服务溢出效应的OAO供应链合作策略与协调机制、不确定需求下OAO供应链联合库存与共同配送策略及其协调机制、渠道产品差异化的OAO供应链联合广告策略及其协调机制、存在退货的OAO供应链联合广告策略及协调机制等内容的研究。通过上述研究，形成了O2O/OAO供应链合作与协调较为系统的技术方法和解决方案，为O2O/OAO供应链战略的实施提供了理论和方法。在《European Journal of Operational Research》、《International Journal of Production Research》、《Computers & Industrial Engineering》、《中国管理科学》、《系统工程理论与实践》等国内外核心学术期刊发表论文32篇，被SCI收录9篇、SSCI收录5篇、EI收录12篇，NSFC管理科学部重要学术期刊22篇；另有10篇论文已录用。1本专著2020年将在科学出版社出版。完成了项目计划书规定的研究内容，实现了研究目标，取得了预期的研究成果。