网络外部性不同主导模式下链与链竞争企业的最优策略  

作　　者：刘晓婧 杜文意 张晓青 

机构地区：[1]江苏师范大学商学院,江苏徐州221116

出　　处：《企业经济》2020年第4期64-69,共6页Enterprise Economy

基　　金：国家自然科学基金青年项目“基于交叉销售的竞争供应链融资决策与协调机制研究”(项目编号:71702067);江苏省教育厅高校哲学社会科学研究项目“网络外部性下基于权力结构的竞争供应链策略分析”(项目编号:2017SJB0975)。

摘　　要：在网络外部性环境下,本文考虑不同主导模式的两条供应链间企业存在竞争时的最优决策问题。通过建立零售商和制造商分别主导供应链的企业竞争决策模型并对模型进行分析,给出不同结构模式中各条供应链成员的最优价格策略。研究结果表明,不同主导模式下供应链的竞争强度和网络外部性影响着竞争供应链的批发价格,而竞争供应链产品的销售价格只与网络外部性系数和竞争强度有关,与主导模式无关。最后,借助算例分析了不同主导模式下链与链的最优决策如何受网络外部性系数和竞争强度两个因素的影响。研究相关结论可以为网络外部性竞争产品的定价及销售提供实践指导。In the environment of network externality,this paper studied the optimal decision-making problem of enterprises competing between two supply chains with different domination modes.Through the establishment and analysis of the competition decision-making model of retailer-dominated and manufacturer-dominated supply chains,it gave the optimal price strategy of each supply chain member in different structural modes.The results showed that,the competitive intensity and network externality of supply chains under different domination modes affect the wholesale price of the competitive supply chain,while the selling price of the competitive supply chain products is only related to the coefficient of network externality and the competitive intensity,but not to the domination mode.Finally,with the analysis of examples,we analyzed the effect of network externality coefficient and competitive intensity on the optimal decision of the chains with different domination modes.The conclusion can provide practical guidance for pricing and sales of network externality competitive products.

关 键 词：网络外部性 零售商主导 制造商主导 链与链 最优决策 

分 类 号：F274[经济管理—企业管理] F224.32[经济管理—国民经济]