基于消费者策略性转换行为的全渠道供应链博弈分析和决策研究

With the prevalent of omnichannel retailing, consumers can access multiple channels in every purchase stage, and therefore they may dynamically optimize the shopping paths by switching among various channels. Considering the consumers’ strategic switching behaviors, the project develops game-theoretic models in an omnichannel supply chain to answer the following questions: (i) how should an omnichannel retailer determine the optimal channel structure, and the corresponding price(s) and service level; (ii) from the supply chain perspective, how does the downstream omnichannel retailing affect the upstream manufacturer’s optimal product design, the supply chain members' interactions and the supply chain performance; (iii) whether and when the omnichannel retailing can improve the social welfare. This project will extend the extant theoretical research on strategic consumers and omnichannel supply chain, reveal the underlying mechanism of consumer behaviors and supply chain operations, and generate insights into how to achieve the all-win situation for the consumer welfare, environment and supply chain profit. The results can contribute to both business practices and public policies.

近年来，以多种模式整合线上和线下渠道的全渠道零售迅速发展，为消费者动态优化购物路径提供可能，同时催生了策略消费者的渠道转换行为。本项目以全渠道供应链为研究背景，以消费者策略性转换行为为切入点，通过建立全渠道供应链博弈模型，回答零售商决策、供应链决策和社会福利三个层面的研究问题：（1）全渠道零售商如何选择渠道模式并制定合理价格和服务水平；（2）全渠道零售如何影响制造商产品设计决策、供应链成员之间交互关系和供应链效率；（3）在何条件下，全渠道零售能提高社会福利。本项目将拓展策略消费者和全渠道供应链理论研究，理清消费者行为对不同层面决策的影响，提出实现消费者福利、外部环境和供应链利润共赢的科学指导，为企业决策和公共政策制定提供参考依据。

近年来，以多种模式整合线上和线下渠道的全渠道零售迅速发展，为消费者动态优化购物路径提供可能，同时催生了策略消费者的渠道转换行为。本项目以全渠道供应链为研究背景，以消费者策略性转换行为为切入点，通过建立全渠道供应链博弈模型，回答零售商决策、供应链决策和社会福利三个层面的研究问题：（1）全渠道零售商如何选择渠道模式并制定合理价格和服务水平；（2）全渠道零售如何影响制造商产品设计决策、供应链成员之间交互关系和供应链效率；（3）在何条件下，全渠道零售能提高社会福利。本项目拓展了策略消费者和全渠道供应链理论研究，理清消费者行为对不同层面决策的影响，提出实现消费者福利、外部环境和供应链利润共赢的科学指导，为企业决策和公共政策制定提供参考依据。

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