引入自有产品对零售商主导的供应链成员决策的影响

发布时间：2018-05-19 00:19

本文选题：供应链 + 竞争　；参考：《中国管理科学》2014年01期

【摘要】：随着零售市场竞争的日益激烈,越来越多的零售商采用自有产品营销战略。在零售商处于主导地位的供应链中,本文首先假设消费者对品牌产品的估值服从均匀分布,分别在一体化、分散式和协调式供应链系统下给出了零售商引入自有产品的条件,分析了其对双方决策和利润的影响。随后,本文假设消费者对品牌产品的估值服从正态分布,通过算例分析了引入自有产品对双方决策和利润的影响。研究表明,零售商提供自有产品作为一种策略,迫使制造商降低品牌产品的批发价格,削弱因双方独立决策而导致的"双重边际效应",使得他在分散式供应链和协调式供应链中都能获利,但对制造商总是不利。在正态分布的情形下,引入自有产品在分散式供应链中对制造商有利,但在协调式供应链系统中,对制造商不利。
[Abstract]:With the increasingly fierce competition in the retail market, more and more retailers adopt the marketing strategy of their own products. In the supply chain in which retailers are dominant, this paper first assumes that the consumers' valuation services for brand products are uniformly distributed, and gives the conditions for retailers to introduce their own products under the integrated, decentralized and coordinated supply chain systems, respectively. The influence on the decision and profit of both parties is analyzed. Then, this paper assumes that the consumer value of the brand products from the normal distribution, through an example to analyze the impact of the introduction of own-owned products on the decision-making and profit of both sides. Research shows that retailers offer their own products as a strategy to force manufacturers to lower wholesale prices for branded products. It weakens the "double marginal effect" caused by independent decision making by both parties, and makes it profitable in both decentralized and coordinated supply chains, but it is always unfavorable to manufacturers. In the case of normal distribution, the introduction of self-owned products is beneficial to the manufacturer in the decentralized supply chain, but unfavorable to the manufacturer in the coordinated supply chain system.
【作者单位】：合肥工业大学管理学院物流与供应链研究所;安徽农业大学理学院应用数学研究所;华南理工大学工商管理学院工业工程系;
【基金】：国家社科基金项目(12CGL041,11CGL029) 国家自然科学基金项目(71131003,71201044,71101002) 教育部人文科学研究一般项目(10YJC630014) 安徽省自然科学基金项目(10040606Q10) 安徽省优秀青年人才基金重点项目(2011SQRW033ZD) 合肥工业大学博士学位专项资助基金(2012HGBZ0197)
【分类号】：F274;F224

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