考虑网络外部性的电信业产品服务供应链定价与协调策略  

Pricing and Coordination Strategy of Product Service Supply Chain in Telecommunications Industry Based on Network Externality

作　　者：张旭梅[1,2] 官子力 范乔凌 王大飞[1,2] 但斌[1,2] 

机构地区：[1]重庆大学经济与工商管理学院 [2]重庆大学现代物流重庆市重点实验室

出　　处：《管理学报》2017年第2期270-276,共7页Chinese Journal of Management

基　　金：国家自然科学基金资助项目(71272086);国家科技支撑计划资助项目(2015BAF05B01);高等学校博士学科点专项科研基金资助项目(20120191110042);重庆市研究生科研创新资助项目(CYB16003)

摘　　要：针对手机制造商和电信运营商合作推出合约手机的产品服务联合定价与协调问题,考虑电信服务具有的网络外部性,基于效用理论,建立合约手机的需求函数以及手机制造商和电信运营商的利润函数,分析比较分散决策和集中决策下电信业产品服务供应链的最优销售价格和最优服务水平,并设计了"成本分担+收益共享"的组合契约协调机制。研究表明,该契约机制可以实现电信业产品服务供应链的完美协调;网络外部性强度越大,则通过协调机制所增加的系统利润越高。此外,通过数值算例分析契约协调参数的不同取值对供应链最优决策的影响。Aimed at the joint pricing and coordination of mobile phone manufacturers and telecom operators who cooperate to provide ＂contract phone＂, we established the consumer utility function considering the network externalities of the telecom service and built the profit models for the manufacturer and the operator. After analyzing the optimal price and optimal service level under centralized and decentralized situations, we found that the increase of the network externality could lead to the improvement of the service level and higher profits of supply chain members. Then we designed a co- ordination strategy combing cost-sharing contract and revenue-sharing contract. The results show that this ＂cost-sharing ~ revenue-sharing＂ contract can achieve the perfect coordination of the telecom supply chain and the increased profit of the system will rise with the network externalities of the tele- com service. Finally, we analyzed the effects of contract parameters on the optimal decisions of supply chain by numerical examples.

关 键 词：产品服务供应链 网络外部性 协调契约 电信业 

分 类 号：C93[经济管理—管理学]