面向供需价值最大化的混合产品生成激励决策  

Incentive Decision of Hybrid Offerings Generation for Value Maximization of Supplier and Demander

作　　者：罗建强[1] 陆淑娴 吴秋盈[1] LUO Jian-qiang;LU Shu-xian;WU Qiu-ying(School of Management,Jiangsu University,Zhenjiang 212013,China)

机构地区：[1]江苏大学管理学院

出　　处：《工业工程与管理》2019年第4期23-30,39,共9页Industrial Engineering and Management

基　　金：国家自然科学基金资助项目(71772080);江苏省研究生科研与实践创新计划项目(KYCX17_1745)

摘　　要：混合产品生成是以产品制造和服务衍生两项任务的内部匹配,完成对客户问题外部匹配的过程。为确保客户对制造企业激励的有效性以实现供需双方价值最大化,结合混合产品特征,构建了客户与制造企业的Cobb-Douglas多任务委托代理模型。研究表明:制造企业两项任务努力水平及客户最优激励系数均受到客户、企业和环境三方面因素的影响;制造企业技术水平的提升有利于混合产品后市场价值的创造;服务衍生对产品制造成本依赖性的增加能够提高服务创造的价值比重;有效的供需交互加速混合产品知识的传播,提升客户对服务价值的感知;对风险和市场前景的认知,促使企业在夯实产品制造的同时衍生服务。Hybrid offerings can satisfy external customer requirements through internally matching products and their derivative services.To achieve value co-creation and ensure the effectiveness of customer incentives for manufacturers,a Cobb-Douglas multi-task principal-agent model for customers and manufacturers was constructed based on the characteristics of hybrid offerings.The results show that the optimal effort levels and the optimal incentive coefficients are both affected by factors from manufacturer,customer and environment;technological improvements in manufacturers are beneficial to the aftermarket value creation for hybrid offerings;the increased cost dependence of service derivative on product manufacturing promotes the value proportion of service;effective interactions accelerate the dissemination of knowledge of hybrid offerings and weaken the customer’s underestimation of the value creation of derivative services;and the recognition of risks and market prospects encourages manufacturers to derive services while consolidating product manufacturing.

关 键 词：价值共创 混合产品 多任务 委托-代理 供需决策 

分 类 号：F270[经济管理—企业管理] C934[经济管理—国民经济]