基于消费积分联盟机制的供应链优化策略研究

An emerging marketing strategy based on point coalition policies (CMPC) has been commonly implemented in many countries. In addition to successful application cases, there also exist cases wherein CMPC fails to improve the performance of supply chains. The CMPC can simultaneously stimulate the demand and make the cost spillover (double affects), which brings new challenges to the decision making of retailers. Moreover, the suppliers may find their decisions with more complicated impacts on the retailers. The third-party company will face new profit structure of operating the points among retailers. All the above lead to a novel and complex game condition in the supply chain. As a consequence, optimizing the supply chain decisions to improve the overall performance can be a fruitful and challenging direction. In contrast to existing studies, this project studies this problem from the perspective of operation management by considering how the double affects influence the supply chain members. Novel point operation mechanism will also be developed. The project consists of three main parts. First, it analyses the decision framework of retailers and suppliers, and reveal the phenomenon of the double affects. Second, the equilibrium strategy of the supply chain with the third-party company and strategic customers involved is discussed. Third, this project studies the supply chain optimization strategy driven by the third-party company. This project expects to reveal the advantage and disadvantage of the CMPC under different supply chain structures, and find the suitable condition for the implementation of the CMPC. Another target is to develop an efficient optimization strategy of the supply chain, based on the point operation mechanism driven by the third-party company.

积分联盟机制作为新兴的营销手段在许多国家得到实施，且存在成功与失败的案例。该机制在需求提升与成本转移方面的双重作用改变了零售商间的竞合关系，也使供应商决策对零售商有了新的影响机理，更牵引出第三方（积分）平台全新的积分获利渠道，从而带来独特且复杂的供应链竞合关系。因此，在该机制下优化供应链决策以实现各方合作共赢是一个管理难题。与现有研究不同，本项目从运筹优化的角度研究积分联盟机制下的供应链决策，探究新机制的双重作用对供应链企业竞合关系的影响机理，用新的思路设计供应链优化策略。首先，分析零售商与供应商间的竞合关系，揭示新机制双重作用的理论内涵。第二，探讨第三方平台与策略型消费者参与的供应链均衡。第三，研究以第三方平台积分联盟机制为核心的供应链优化策略。本项目预期全面探寻积分联盟机制在多种供应链环境下的优势与关键制约因素，揭示该机制的适用条件，并从新的角度为供应链企业合作共赢提供切实可行的方案。

消费积分联盟是一种新兴的积分运营模式，通过为消费者提供更多的兑换选择并降低兑换门槛而提升促销效果。但由于其在需求提升和成本转移方面的双重作用，使得供应链的竞合关系和最优决策变得更加复杂。本项目以消费积分联盟机制下的供应链管理为研究对象，旨在探索积分运营和供应链决策的新规律和针对性解决方法，实现消费积分联盟机制的高效运行。开展的主要研究内容概况如下：针对非竞争型零售商的积分联盟机制，构建了多零售商积分共享策略下的收益模型，探讨了此类零售商群体在双重作用下的最优决策，揭示了成本转移作用对零售商决策的扭曲作用；针对第三方积分平台参与的供应链，构建了多零售商与平台的贯序决策博弈模型，研究了平台决策的双重边际效应和积分共享的成本转移效应共同作用下的供应链均衡；针对供应商决策，分析了供应商供货价格与风险考量在零售商积分联盟机制下的均衡关系，归纳了积分联盟的适用条件；针对不同类型供应链，分别设计了“目标折扣”契约和“积分回购”契约来实现供应链的协同与利润灵活分配；提炼出其在消费者服务过程中对服务资源共享的理论本质，开展了需求与服务资源共享匹配优化策略研究，为零售商更高效地共享服务资源提供了决策支撑工具；结合消费积分联盟机制的基本原理，探讨了消费积分联盟机制在具体领域的应用（如航运）。项目组经过三年的研究并克服了新冠疫情在调研考察、数据收集、学术交流等方面的困难，发表SCI/SSCI期刊论文5篇，项目组成员多次参加国内外重要的学术会议（如POMS in China 2019），与韩国、澳大利亚等国学者进行深入合作，共同撰写和发表学术论文；指导培养博士研究生1人，硕士研究生1人，其中1名硕士研究生顺利毕业。该项目的研究成果从理论上解释了消费积分联盟机制在供应链中的若干独特属性，提出了针对性的优化方法和运营策略，有望提升我国零售和供应链管理中对消费积分的运营与管理水平。