“互联网+”下基于多销售渠道视角的多属性逆向拍卖机制研究

For the practical requirements of government agencies and large companies, based on the bounded rational behavior of decision makers in different sale channels, we mainly focus on the mechanism design problem of multi-attribute reverse auction from the perspective of multiple sale channels to provide managerial insights under the “Internet Plus” environment. Firstly, the features of decision makers’ behaviors and attributes will be described and quantified under multiple sale channels. Also, the research framework of the proposal would be created. Then, the evaluation model under the symmetric and complete information, the evaluation model under the symmetric and incomplete information, the models of optimal mechanism and efficient mechanism under the monopoly market with asymmetric information, and the models of optimal mechanism and efficient mechanism under the competition market with asymmetric information would be constructed. To solve the models, the problem-based multi-attribute decision making methods and the model-structure-based optimization approaches will be developed. Finally, the simulation system would be established to illustrate the correctness and effectiveness of the proposed methods and mechanisms. This research that is an extension of the traditional reverse auction problems under the single sale channel would study the novel reverse auction problems under multiple sale channels. By considering the behavior variable that the traditional models neglect, we are trying to revise and improve the conventional multi-attribute reverse auction mechanisms assuming prefect rationality. The research will not only solve the mechanism design problems of reverse auction under multiple sale channels theoretically, but also provide scientific guidelines and decision support for related departments, which shows innovations from the perspective of application.

面向政府采购和大型企业应用逆向拍卖的现实需求，针对不同销售渠道中决策者的有限理性行为，重点研究“互联网+”下基于多销售渠道视角的多属性逆向拍卖机制问题，揭示管理启示。首先，描述和量化决策者的行为、属性和渠道特征，建立项目的研究框架。其次，构建信息对称且完备的评价模型、信息对称但不完备的评价模型、信息不对称下采购商垄断的最优机制和有效机制模型、信息不对称下采购商竞争的最优机制和有效机制模型，创新基于问题特征的多属性决策方法和基于优化原理与模型解的结构的求解方法。最后，设计实验系统，验证所提方法和机制的正确性与有效性。该研究将原有仅考虑单销售渠道的逆向拍卖机制问题延伸到多销售渠道视角，提炼出传统理性决策模型所没有考虑到的行为变量，并以此来修正和完善理性假设下的多属性逆向拍卖机制。研究成果不仅在理论上解决多销售渠道下的逆向拍卖机制问题，而且为相关部门提供科学指导和决策支持，具有应用角度的创新性。

本项目在“互联网+”环境下，面向政府和大型企业应用逆向拍卖进行采购的现实需求，考虑逆向拍卖中的行为特征、渠道特征、中断特征等，研究基于博弈和优化的多属性逆向机制设计问题。主要研究内容包括：（1）考虑渠道特征的多属性逆向拍卖伙伴选择机制研究。针对供应链渠道中属性之间的冲突性、关联性和决策者的损失规避行为，提出相应的行为多属性决策方法。（2）考虑渠道决策者有限理性行为的多属性逆向拍卖机制研究。基于委托代理理论，提出相应的逆向拍卖最优机制和有效机制。（3）考虑渠道不确定特征的逆向拍卖胜者确定模型和算法研究。针对供应链渠道中的中断风险，提出集成加固和临时外包混合策略的数学模型和求解方法。（4）有限理性情景下供应链渠道协调机制研究。针对供应链渠道中决策者的利益冲突特征，提出基于非合作博弈和合作博弈的渠道协调机制。..在基金的支持下，项目组招收了4名与项目相关的硕士研究生。项目执行期间，项目组共发表/接收学术论文14篇（第一作者或通讯作者论文12篇），其中SCI/SSCI源期刊论文11篇，CSSCI源期刊论文1篇、EI源会议论文2篇；出版学术专著1部（第一作者）；完成工作论文7篇，处于在审或待投状态。这些研究成果不仅在理论上解决“互联网+”下的逆向拍卖机制设计问题，也为相关部门提供科学指导和决策支持。