制造商成本削减策略对风险规避型零售商信息共享策略的影响  

The Impact of Manufacturer Production Cost Reduction on Information Sharing Strategy for A Risk-averse Retailer

作　　者：许明辉[1] 杨东升[1] XU Ming-hui;YANG Dong-sheng(School of Economics and Management,Wuhan University,Wuhan 430072,China)

机构地区：[1]武汉大学经济与管理学院

出　　处：《中国管理科学》2019年第12期77-87,共11页Chinese Journal of Management Science

基　　金：教育部人文社会科学研究规划基金资助项目(19YJA630095);国家自然科学基金资助项目(71371146)

摘　　要：考虑一个风险中性制造商和一个风险规避零售商构成的供应链,需求随机且受销售价格的影响。在销售季节之前,零售商对需求进行预测,获取需求信号;制造商对生产进行投资降低生产成本。基于零售商的不同信息共享策略及制造商的投资策略,考虑四种不同策略模型,分别得到最优零售价、批发价(及投资水平),并分析需求预测精确度对供应链成员决策和效用的影响。通过四种模型效用的对比分析,探讨制造商的投资策略以及零售商的风险规避态度对零售商信息共享策略的影响。研究发现,零售商共享需求信息对于制造商总是有益的,且制造商总是愿意采取成本削减策略;只有当制造商采取成本削减策略,且其投资成本系数较低时,共享需求信息对零售商才有益。最后,得到了制造商和零售商的均衡策略。With the advance of information technology, it is common for firms in a supply chain to share information. Many large retailers, including Wal-Mart and Target, have started to share sales data with their upstream manufacturers. When a manufacturer receives demand information from a retailer, it may improve its cost reduction planning to make the supply chain more competitive and profitable. However, the retailer may be reluctant to share information for dreading that the manufacturer would abuse the information to gain an advantage in future price bargaining. Despite the popularity of production cost reduction in practice, its impact on incentives for information sharing has rarely been explored in literature. Meanwhile, the existing literature involved information sharing values in supply chains is usually based on the assumption of risk-neutral decision-makers.A supply chain with a risk-natural manufacturer and a risk-averse retailer who faces a stochastic price-dependent demand is considered. Before the selling season, the retailer obtains a signal and forecasts demand, while the manufacturer exerts effort to reduce her unit production cost. The following research questions are addressed. When will the retailer be willing to share its demand information with/without production cost reduction? When will the manufacturer invest in production cost reduction? How forecasting accuracy influences the supply chain members’ decisions and utilities under different information sharing strategies and cost reduction investment strategies? How do these questions depend on cost reduction efficiency and the retailer’s risk attitude?To address these questions, a three stage game model is established to study the participants’ equilibrium decisions. In the first stage, the retailer decides information sharing strategies before observing demand signal. In the second stage, the manufacturer determines the wholesale price(and cost reduction investment level if it is beneficial for the manufacturer) based on available demand

关 键 词：需求预测 信息共享 成本削减 风险规避 

分 类 号：F224[经济管理—国民经济]