基于顾客学习行为的供应链契约协调研究∗

摘要

As the existence of strategic customers, social learning behaviors of customers have an important influence on the dynamic price of product, optimal stock and coordination contract of supply chain. Under the environment of the centralized supply chain, the optimal operation decision is discussed based on customer learning behaviors; the influence of customer learning behaviors is studied on revenue sharing contract, buy back contract and sale rebate contract in the second level of the distributed supply chain. It is pointed out that the traditional revenue sharing contract and sales rebate contract can coordinate the supply chain, but the former must satisfy the customer learning ability reaching a fixed value condition, while the latter cannot divide the profit of supply chain in arbitrary proportion. Based on that conclusion, the differential buyback contracts are proposed in different sales period. No matter what the learning ability of the customer is, the differential buyback contracts can always coordinate the supply chain, and can divide the profit of supply chain in any proportion. That lays the foundation for the theory of customer learning behaviors.%由于策略型顾客的存在，顾客社会学习行为对产品的动态价格、最优库存以及供应链的协调契约均具有重要影响。在集中供应链环境下探讨基于顾客学习行为的最优运营决策，研究二级分散供应链中顾客学习行为对收益分享契约、回购契约和销售折扣契约的影响。指出传统的收益分享契约和销售折扣契约虽能协调供应链，但前者必须满足顾客学习能力达到某固定值的条件，后者则不能以任意比例分割供应链利润，基于此提出基于销售期的差别回购契约，即无论顾客学习能力为何值其均能协调供应链，并且能以任意比例分割供应链利润，以期为顾客学习行为理论夯实基础。