针对消费者购物过程中因质量问题引起的退货现象,构建了一个由制造商和具有企业社会责任(corporate social responsibility,CSR)的零售商组成的双渠道供应链模型,探讨退货环境下制造商的质量提升策略问题.结果表明:1)当制造商不采取质量提升策略时,实体渠道更容易受零售商CSR的影响,当制造商采取质量提升策略时,零售商CSR对线上渠道的影响更加显著;2)当零售商的CSR强度超过某一阈值时,制造商将会采取质量提升策略,这不仅能够降低消费者退货率,还能够提高零售商的经济利润;3)消费者满意程度越高,零售商CSR行为越容易促使制造商采取质量提升策略;4)收益共享-成本分担契约可以实现供应链协调.在此基础上,将模型拓展到考虑消费者满意度与质量提升水平相关的情景,结果表明:制造商质量提升策略对零售商有利,但零售商需要较高的CSR强度来激励制造商进行质量提升.
Abstract
Aiming at the return phenomenon caused by quality problems in the process of consumers' shopping, this paper constructs a dual channel supply chain model composed of a manufacturer and a retailer with corporate social responsibility (CSR), and discusses the quality improvement strategy. The results show that: 1) When the manufacturer doesn't adopt quality improvement strategy, offline channel are more likely to be influenced by retailer's CSR. On the contrary, when the manufacturer adopts the quality improvement strategy, retailer's CSR has a more significant impact on online channels; 2) When the CSR level of retailer rises beyond a certain threshold, the manufacturer will adopt the quality improvement strategy, which can not only reduce the consumer return rates, but also improve the economic profits of retailer; 3) The higher the level of consumers' satisfaction, the more likely the CSR behaviors of retailer impels the manufacturer to adopt quality improvement strategy; 4) A revenue sharing-cost sharing contract is proposed to coordinate the supply chain. On this basis, the model was expanded to a situation that the relation of consumers' satisfaction and quality improvement level is considered. The result shows that manufacturer's quality improvement strategy is benefit to the retailer, but the retailer needs implement a high CSR level to impel the manufacturer to adopt the quality improvement strategy.
关键词
企业社会责任 /
双渠道供应链 /
退货 /
消费者满意程度 /
质量提升策略
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Key words
Corporate social responsibility /
dual-channel supply chain /
returns /
consumers' satisfaction /
quality improvement strategy
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脚注
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基金
国家社会科学基金(18BGL106)资助课题.
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