基于收益共享契约的农产品双渠道供应链协调王作铁,李平*(衢州学院商学院,浙江衢州324000)摘要随着互联网及电子商务的快速发展,越来越多的企业选择网络销售渠道与传统销售渠道并存的双渠道销售模式。双渠道销售模式可以实现渠道间资源共享与优势互补,更好地满足顾客差异化购物偏好、提升客户忠诚度、提高供应链效率。通过构建农产品双渠道供应链收益共享契约模型,研究由供应商与零售商组成的农产品双渠道供应链混合渠道协调问题,探讨收益共享契约参数变化情况下的供应链协调问题。双渠道供应链协调的最终目的是使分散状态下供应商和零售商的最优决策等于集中状态下供应链系统的最优决策。因此,通过合理设置收益共享契约参数,能够实现传统销售渠道与网络销售渠道的协调。为了实现双渠道供应链协调,零售商需将其传统销售渠道的部分收益共享给供应商,以换取较低的批发价格;供应商愿意提供较低的批发价格,而不愿共享较多的网络销售渠道收益。关键词双渠道供应链;收益共享契约;供应链协调;传统销售渠道;网络销售渠道中图分类号S-9文献标识码A文章编号0517-6611(2023)01-0169-06doi:10.3969/j.issn.0517-6611.2023.01.038开放科学(资源服务)标识码(OSID):CoordinationofAgriculturalProductDual-channelSupplyChainBasedonRevenueSharingContractWANGZuo-tie,LIPing(SchoolofBusiness,QuzhouUniversity,Quzhou,Zhejiang324000)AbstractWiththedevelopmentoftheInternetande-commerce,moreandmorecompanieschoosethedual-channelsalesmodel,thenetworksaleschannelsandthetraditionalsaleschannelscoexist.Thedual-channelsalesmodelcanachieveresourcesharingandcomplementaryadvan-tagesbetweenchannels,andbettersatisfycustomers.Differentiateshoppingpreferences,increasecustomerloyalty,andincreasesupplychainef-ficiency.Throughconstructingtheincomesharingcontractmodelofdual-channelsupplychain,theproblemofmixedchannelcoordinationofagriculturalproductdual-channelsupplychaincomposedofsuppliersandretailersisstudied.Discussesthesupplychaincoordinationproblemundertheconditionthattheparametersoftherevenuesharingcontractchange.Theultimategoalofthedual-channelsupplychaincoordinationistomaketheoptimaldecisionofsuppliersandretailersinthedecentralizedstateequaltotheoptimald...