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本文假设网络零售商和消费者之间商品流既可以通过顾客自提的方式实现,也可以通过快递服务的方式实现,建立了电子商务环境下的网购供应链网络均衡模型,网络中包含四级决策主体,分别是:制造商、网络零售商、快递服务商和消费者。在分析快递服务商的竞争行为的基础上,得到了基于变分不等式的竞争均衡条件。并指出网购消费者的决策行为与一般购物行为存在差异,即网购消费者的决策准则是基于商品价格、快递服务价格和物流配送时间等因素的综合成本函数。综合各级决策者的均衡条件,定义了网购供应链网络系统的整体均衡条件,并给出了经济解释。最后给出算例。
This paper assumes that the product flow between retailers and consumers can be realized either by customer self-mentioning or by express delivery service. The online supply chain network equilibrium model under e-commerce environment is established. The network includes four levels The main decision-making, namely: manufacturers, online retailers, courier service providers and consumers. On the basis of analyzing the competitive behavior of express service providers, the competitive equilibrium condition based on the variational inequality is obtained. And points out that there are differences between online shopping consumers’ decision-making behavior and general shopping behavior, that is, the decision-making criterion of online shopping consumers is a comprehensive cost function based on such factors as commodity prices, express service prices and logistics distribution time. Based on the equilibrium conditions of decision-makers at all levels, the overall equilibrium conditions of online shopping supply chain network system are defined and economic explanations are given. Finally, a calculation example is given.