基于线上线下市场互融的供应链产能竞争与优化决策  

Supply Chain Capacity Competition and Optimization Based on Online and Offline Markets Integration

作　　者：李培勤[1] 

机构地区：[1]华东政法大学商学院,上海201620

出　　处：《工业工程与管理》2015年第5期27-36,共10页Industrial Engineering and Management

基　　金：2010年度教育部人文社会科学研究项目(10YJC630121)

摘　　要：考虑了一位强势品牌制造商,一位弱势网络品牌制造商,及线下市场零售商之间的主从对策博弈情况,借助数值分析探讨了强势品牌制造商产能决策及产能分配问题,及缺货、产能不足与过剩的解决。研究发现借助强势品牌制造商线上品牌促销努力,弱势网络品牌制造商获得明显的"搭便车效应"。行业电子商务发展程度较低时,线下市场容量很高的行业,更适合开展线上市场业务。行业电子商务发展程度较高时,线下市场容量的增大对线上市场竞争力具有正向效应。促销努力越大,越能激励弱势网络品牌制造商扩大产能,缓解由于强势品牌制造商缺货带来的供应短缺;高额缺货将导致强势品牌制造商抬高线上市场的售价;短期产能不足的现状会迫使强势品牌制造商扩大规模,降低单位生产成本,等等。This paper is concerned with supply chain competition and capacity optimization under the assumptions that consumer demands in both online and offline markets are relative to each other.It focuses on ＂leader-follower＂game model under supply chain framework of ＂one strong traditional manufacturer and one traditional retailer as its follower,one online manufacturer whose status is weaker,and the strong traditional manufacturer competes with the weak online manufacturer in online markets＂.The paper emphases the strong traditional manufacturer＇s optimal capacity decision and distribution by numerical analysis.Further it discusses how to deal with stock-out,overcapacity lack of capacity,etc.It could be concluded that：Firstly,if the strong traditional manufacturer improves its brand promotion in online market,the weak online manufacturer could achieve＂free ride effect＂obviously;Secondly,when the development level of industry electronic commerce is low,some industries with higher market capacity in offline market have superior forces to compete in online market.Thirdly,the more market capacity there is in offline market,the stronger the competitive power is in online market when the development level of industry electronic commerce is high.That is,there is an＂positive effect＂between market capacity in offline market and competitive power in online market.Fourthly,the bigger online promotion level,the stronger power the weak online manufacturer has to capacity expansion,so that it lightens supply shortage because of stock-out of the strong traditional manufacturer.And if stock-out level is too high,the online markets price will be high,too.Finally,the lack of short capacity will force the strong manufacturer to expand the scale of capacity to lighten its production cost unit,etc.

关 键 词：线上线下 市场互融 供应链 产能竞争优化 

分 类 号：F830[经济管理—金融学]