制造商服务努力下竞争与合作的双渠道供应链微分博弈分析
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摘要
在电子商务环境下,研究了由两个制造商与一个零售商组成的双渠道供应链中制造商服务努力与广告费用分担,零售商进行广告促销的微分博弈模型,分别在制造商竞争与合作两种情况下得到并比较了各方最优均衡策略与利润。研究发现制造商服务努力和广告费用分担随着竞争的加剧而提高,但当零售商的边际利润较大时,将不会进行费用分担。分析了服务竞争、广告竞争和传统渠道需求所占份额对各方利润的影响,另外发现在合作模型下制造商利润之和增大,当服务效率差异程度在一定范围时,制造商会同时有合作意愿,并使得服务水平、广告投入及零售商利润降低。
Under e-business environment,dual-channel supply chain differential game models involving two manufacturers' services efforts and advertising cost-sharing and a retailer's advertising promotion were studied.The supply chain members' optimal equilibrium strategies and profits were obtained and compared in the settings of manufacturers' competition and cooperation.The results show that though two manufacturers' services effort and advertising cost-sharing increase in the intensifying market competition,they will not share the retailer's advertising promotion cost if the retailer's marginal profit of traditional channel is high enough.The effects of service competition,advertising competition and traditional channel demand ratio to the supply chain members' profits were discussed.Two manufacturers earn more total profits in the cooperation model,however,they are willing to choose cooperation simultaneously only when their service efficiency difference is under certain scope.Meanwhile,two manufacturers' services efforts,the retailer's advertising promotion and profit decrease.
Under e-business environment,dual-channel supply chain differential game models involving two manufacturers' services efforts and advertising cost-sharing and a retailer's advertising promotion were studied.The supply chain members' optimal equilibrium strategies and profits were obtained and compared in the settings of manufacturers' competition and cooperation.The results show that though two manufacturers' services effort and advertising cost-sharing increase in the intensifying market competition,they will not share the retailer's advertising promotion cost if the retailer's marginal profit of traditional channel is high enough.The effects of service competition,advertising competition and traditional channel demand ratio to the supply chain members' profits were discussed.Two manufacturers earn more total profits in the cooperation model,however,they are willing to choose cooperation simultaneously only when their service efficiency difference is under certain scope.Meanwhile,two manufacturers' services efforts,the retailer's advertising promotion and profit decrease.
引文
[1] 王硕.推动制造业服务化促进产业转型升级[EB/OL].(2017-03-24)[2017-03-24]http://www.sic.gov.cn/ News/455/7803.htm.
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[7] Hu W,Li Y J.Retail service for mixed retail and E-tail channels[J].Annals of Operations Research,2012,192(1):151-171.
[8] Yan R,Pei Z,Myers C.Do channel members value the multiple-cooperation strategy[J].Journal of retailing and consumer services,2016,30:84-95.
[9] Chen K Y,Kaya M,Ozer O.Dual sales channel management with service competition[J].Manufacturing & Service Operations Management,2008,10(4):654-675.
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[11] 但斌,王瑶,王磊,等.考虑制造商服务努力的异质产品双渠道供应链协调[J].系统管理学报,2013,22(6):835-840.
[12] 张振政.基于再制造的双渠道供应链定价与服务策略研究[D].武汉:华中科技大学,2016.
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[14] 张智勇,李华娟,杨磊,等.基于微分博弈的双渠道广告合作协调策略研究[J].控制与决策,2014,29(5):873-879.
[15] Liu G,Zhang J,Tang W.Strategic transfer pricing in a marketing–operations interface with quality level and advertising dependent goodwill[J].Omega,2015,56:1-15.
[16] Jorgensen S,Taboubi S,Zaccour G.Cooperative advertising in a marketing channel[J].Journal of optimization theory and application,2001,110(1):145-158.
[17] Giovanni P D.Quality improvement vs advertising support:Which strategy works for a manufacturer[J].European Journal of Operational Research,2011,208 (2):119-130.
[18] 朱桂菊,游达明.基于微分对策的绿色供应链生态研发策略与协调机制[J].运筹与管理,2017,26(6):62-69.
[19] Liu Z,Anderson T D,Cruz J M.Consumer environmental awareness and competition in two-stage supply chains[J].European Journal of Operational research,2012,218(3):602-613.
[20] 王芹鹏,赵道致.两级供应链减排与促销的合作策略[J].控制与决策,2014,29(2):307-314.
[2] Goffin K.Customer support:a cross-industry study of distribution channels and strategies[J].International journal of physical distribution & logistics management,1999,29(6):374-397.
[3] Li X,Li Y,Cai X,et al.Service Channel Choice for Supply Chain:Who is Better Off by Undertaking the Service[J].Production & Operations Management,2016,25(3):516-534.
[4] Bian J,Lai K,Hua Z.Service outsourcing under different supply chain power structures[J].Annals of Operations Research,2017,248(1):123-142.
[5] Xie W,Zhao Y,Jiang Z,et al.Optimizing product service system by franchise fee contracts under information asymmetry[J].Annals of Operations Research,2016,240(2):709-729.
[6] Lu J C,Tsao Y C,Charoensiriwath C.Competition under manufacturer service and retail price[J].Economic Modelling,2011,28:1256-1264.
[7] Hu W,Li Y J.Retail service for mixed retail and E-tail channels[J].Annals of Operations Research,2012,192(1):151-171.
[8] Yan R,Pei Z,Myers C.Do channel members value the multiple-cooperation strategy[J].Journal of retailing and consumer services,2016,30:84-95.
[9] Chen K Y,Kaya M,Ozer O.Dual sales channel management with service competition[J].Manufacturing & Service Operations Management,2008,10(4):654-675.
[10] 罗美玲,李刚,孙林岩.基于增值服务的双渠道供应链竞争[J].工业工程与管理,2011,16(3):37-44.
[11] 但斌,王瑶,王磊,等.考虑制造商服务努力的异质产品双渠道供应链协调[J].系统管理学报,2013,22(6):835-840.
[12] 张振政.基于再制造的双渠道供应链定价与服务策略研究[D].武汉:华中科技大学,2016.
[13] Jorgensen S,Zaccour G.Channel coordination over time:Incentive equilibria and credibility[J].Journal of Economic Dynamics & Control,2003,27(5):801-822.
[14] 张智勇,李华娟,杨磊,等.基于微分博弈的双渠道广告合作协调策略研究[J].控制与决策,2014,29(5):873-879.
[15] Liu G,Zhang J,Tang W.Strategic transfer pricing in a marketing–operations interface with quality level and advertising dependent goodwill[J].Omega,2015,56:1-15.
[16] Jorgensen S,Taboubi S,Zaccour G.Cooperative advertising in a marketing channel[J].Journal of optimization theory and application,2001,110(1):145-158.
[17] Giovanni P D.Quality improvement vs advertising support:Which strategy works for a manufacturer[J].European Journal of Operational Research,2011,208 (2):119-130.
[18] 朱桂菊,游达明.基于微分对策的绿色供应链生态研发策略与协调机制[J].运筹与管理,2017,26(6):62-69.
[19] Liu Z,Anderson T D,Cruz J M.Consumer environmental awareness and competition in two-stage supply chains[J].European Journal of Operational research,2012,218(3):602-613.
[20] 王芹鹏,赵道致.两级供应链减排与促销的合作策略[J].控制与决策,2014,29(2):307-314.
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