纵向产品差异化下基于价格调整的供应中断管理策略研究  

Price adjustment against supply disruption under vertical product differentiation

作　　者：孙胜楠[1] 王新平[2] 薛巍立[1] 赵林度[1] SUN Sheng-nan;WANG Xin-ping;XUE Wei-li;ZHAO Lin-du(School of Economics and Management,Southeast University,Nanjing 210096,China;College of Economics and Management,Nanjing Agricultural University,Nanjing 210095,China)

机构地区：[1]东南大学经济管理学院,江苏南京210096 [2]南京农业大学经济管理学院,江苏南京210095

出　　处：《管理工程学报》2019年第3期61-70,共10页Journal of Industrial Engineering and Engineering Management

基　　金：国家自然科学基金资助项目(71401030、71601097、71171050);“十二五”国家科技支撑计划资助项目(2013BAD19B05);南京农业大学中央高校基本科研业务费人文社会科学研究基金(SKTS2016004)

摘　　要：纵向产品差异化是企业覆盖多个细分市场、增加需求的重要市场策略。本文针对一个纵向产品差异化供应链,研究存在外部替代品的情况下,如何通过调整产品价格应对供应中断风险。考虑到决策者管理目标的多样性,本文研究了以降低市场份额损失为目标的价格调整策略(PS策略)和以降低供应链利润损失为目标的价格调整策略(PP策略)。研究结果表明:PS策略是供应中断产品价格调整和未中断产品价格调整的协同策略,而PP策略则退化为基于供应中断产品价格调整的纯策略,且供应中断产品的价格调整量总是大于未中断产品的价格调整量;PP策略在降低利润损失的同时也能够减少市场份额损失,PS策略在大多数情况下也有助于降低供应中断造成的利润损失。Frequently occurred supply disruption events have brought supply chain security problems into the forefront of public attention. Many strategies have been proposed to cope with supply disruption, and investigated, among which most are directly from the supply side to recover supply, including multiple sourcing, flexible supply and production, constructing the collaborative relationship between supply chain partners, and so on. Most of these strategies require ex-ante investments which may become sunk cost if no disruption happens. In contrast, strategies from the demand side, such as demand switching, backorder, product upgrading/downgrading, and compensation, are usually conducted after supply disruption occurs and are free of those ex-ante investments. It is thus worthwhile to further investigate some cost-saving demand-side strategies and examine their effect on fighting against supply disruption. In this paper, we focus on the price adjustment which can lead customer demands to match the supply after disruption better. We consider a supply chain consisting of one manufacturer and two suppliers. The manufacturer purchases specific components from each supplier to produce two vertically differentiated products, low-value product L and high-value product H, and sell them to customers. In addition, we consider an external option, product E, for customers, since it is popular that customers choose products with a similar function from different firms in today’s market. With the utility-maximizing demand model, the customers are split among product L, H, and E. We first establish a pricing model in a normal situation and derive the optimal price decisions for product L and H. Then we propose two price adjustment strategies, namely PS strategy and PP strategy, to achieve two different management goals (minimizing the market share lost and the profit lost) during supply disruption. We examine two disruption scenarios, one is supply disruption of the low-value product, and the other is supply disruption of the high-

关 键 词：供应中断 纵向产品差异化 需求转移 价格调整 

分 类 号：F274[经济管理—企业管理]