Research On Supply Chain Risk Governance Of New Retail Offline And Offline Channels

With the development of new retail,the impact of online and offline supply chain risks on consumer shopping decisions has been greatly concerned by the industry,which has attracted the attention of supply chain members,especially those with both online and offline sales channels.The risk management intensity has increased year by year,the risk management methods are diversified,and it is expected to reduce the supply chain risks and promote the further development and integration of online and offline channels.In today's online and offline risk management research,there is a lack of theoretical guidance for enterprises with both online and offline sales channels in supply chain risk management,and disorder between online and offline supply chain risk management enterprises.Supply chain risk affects consumer perception and market demand,hindering the integration of online and offline channels.Therefore,it is of great significance to study online supply chain risk management investment decision-making and offline trust transfer construction to reduce consumer risk perception,improve risk management quality,promote online and offline channels,and further expand the consumer market.Based on the basic theory of supply chain,game theory and related economics,this paper studies the supply chain risk management of new retail offline channels.This paper considers a manufacturer with both online and offline dual channels,starting from the supply chain as a whole,and exploring the risk management issues of online and offline supply chains.Since the prominent online supply chain risk is the main factor affecting the consumer market,we first study the online supply chain risk governance investment decision-making problem,considering that a manufacturer and an online retailer form an online secondary supply chain.Under the two modes of cooperative decision-making and cooperative decision-making,the investment income model is used to discuss the risk management efforts of manufacturers and online retailers.The Shapley value method is used to distribute the income,and the cooperative decision model is obtained for the supply chain as a whole and the enterprise.Better than non-cooperative decision making mode.And considering the moral hazard problem in investment,based on the principal-agent theory,design the corresponding reward contract mechanism to eliminate the under-investment and surplus of online supply chain members.Secondly,considering the different performance of consumer risk perception online and offline channels,based on the previous research,the same manufacturer and an offline retailer are reorganized into an offline secondary supply chain to construct consumers under the influence of perceived risk.Utility function,establish Stackelberg game model,explore the issue of online and offline channel pricing and trust transfer,and discuss the main factors affecting trust transfer between channels.It also proposes a coordination mechanism to solve the problem of enterprise income affected by trust transmission,so as to improve the enthusiasm of online and offline trust construction.Based on supply chain risk management theory,game theory and principal-agent theory,this paper explores the risk management problems of offline retail supply chain under the new retail,and proposes a corresponding coordination mechanism to improve the quality of risk management.The research work in this paper expands the perspective of risk management in online and offline supply chain enterprises,and provides a basis for corporate decision-making,which is conducive to improving supply chain risks and promoting online and offline channel integration.