Abstract
The reasonable distribution of revenue determines not only the coordination but also the development of supply chain. A hybrid channel supply chain model composed of manufacturer and traditional and online retailers was identified as the object of study, decision models under different cooperation modes were built, different revenues of supply chain members and overall were analyzed, satisfaction of characteristic function required by the Shapley value was proved, and the Shapley values of revenue distribution were calculated. In view of the shortcoming of the Shapley value method which takes contribution margin as the only consideration and ignores the impact of other factors such as cost on revenue distribution, the cost correction model was built by using production and sales cost to modify the traditional Shapley value; the reasonable distribution of individual benefits under the premise of maximizing the overall revenue of hybrid channel supply chain was realized.
Highlights
As the market economy evolves, it is inevitable that the competition between supply chains will replace the competition among enterprises. e emergence of hybrid channel supply chain engendered by the new business model of “Internet + Sales + Logistics” has added new content to this competition: homogeneous goods sold through heterogeneous channels aggravates the internal conflicts between the partners of hybrid channel supply chain while ensuring a higher satisfaction of customer needs.e healthy development of supply chain depends on reasonable benefit distribution mechanism in which various sales channels complement each other and prosper together
We built the revenue model of the hybrid channel supply chain, analyzed the revenue of supply chain and its members under different decision models, proved that the characteristic function meets the requirements of the Shapley value method, and calculated the Shapley value of each member’s benefit distribution
In order to coordinate profits of hybrid channel supply chain members more efficiently, the Shapley value method is introduced into revenue distribution among members of alliance
Summary
As the market economy evolves, it is inevitable that the competition between supply chains will replace the competition among enterprises. e emergence of hybrid channel supply chain engendered by the new business model of “Internet + Sales + Logistics” has added new content to this competition: homogeneous goods sold through heterogeneous channels aggravates the internal conflicts between the partners of hybrid channel supply chain while ensuring a higher satisfaction of customer needs. Some scholars believe that the optimal pricing strategy is the key to coordinate the dual-channel supply chain. Zhang et al [2] considered the effect of service value on dynamic pricing and developed a two-way tariff contract to coordinate the dual-channel supply chain. Xu et al [19] applied the modified Shapley value in green supply chain field and built a centralized market profits’ distribution strategy and proved its effectiveness to stimulate income distribution motivation. We built the revenue model of the hybrid channel supply chain, analyzed the revenue of supply chain and its members under different decision models, proved that the characteristic function meets the requirements of the Shapley value method, and calculated the Shapley value of each member’s benefit distribution. A numerical example was used to verify the effectiveness of the modified Shapley value with cost
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