基于收益共享和风险规避的品牌专营供应链协调研究

以一个两阶段的品牌专营供应链系统为背景,针对供应链上决策激励不一致和风险规避效应导致供应链低效的问题,研究了在实践中广泛应用的收益共享契约对品牌专营供应链协调性的影响。证明了收益共享契约可克服双重边际效应和风险规避效应,使供应链得到协调,并给出了契约参数的设计方案,同时指出了销售商风险规避偏好对供应链决策的影响。

Study on Coordination of Brand Franchise SC with Risk Aversion Agent under Revenue-sharing Contract

The impact of revenue sharing contract in the coordination of a two-stage brand franchise supply chain system is studied.The result shows the above contract can eliminate the double marginal effect and risk aversion effect so as to making the supply chain coordinated.Furthermore,the parameters of two contracts are designed and the impacts of retailer's risk aversion preference in supply chain decision are discussed.