基于企业品牌价值的生态供应链合作模式研究  

Research on Enterprise Cooperative Mode of Ecological Supply Chain Based on Brand Value

作　　者：滕浩源 毕同辉 TENG Haoyuan;BI Tonghui(School of Management,Hefei University of Technology,Hefei 230009,China)

机构地区：[1]合肥工业大学管理学院,安徽合肥230009

出　　处：《物流科技》2023年第3期133-139,共7页Logistics Sci-Tech

基　　金：国家自然科学基金项目(72131006)。

摘　　要：在生态供应链的背景下,基于企业品牌对需求量的影响,并考虑消费者通过生态系统的联系进行额外购买行为,构建制造商与生态链核心企业在代工和自营合作模式下的博弈模型,比较了两种模式下的企业利润与最优决策。研究结果表明:双方将根据品牌价值的相对大小选择合作方式,且存在无法合作的情况,核心企业需要进行协调;额外购买带来的回报收益会提高企业的利润与投入,并倾向于自营。制造商进行销售努力越有效,越容易选择自营模式;系统投入对制造商品牌产品的适配效果越差,越容易选择代工模式。In the context of ecological supply chain, we consider the influence of brand on demand and consumers’ additional purchase behavior through the connection of the ecosystem, construct a game model between the manufacturer and the core enterprise. And compare the profit and optimal decision of the enterprise under two cooperation modes, which the manufacturer maintains its own brand(self-run) and acts as an OEM. The results show that: The two parties will choose the cooperation mode based on relative brand value, in the absence of cooperation, core enterprises need to coordinate;the return from additional purchases will increase the profit and investment of the enterprise, and tend to choose self-run mode. The more effective the manufacturer’s sales effort, the easier it is to choose the self-run mode;the worse the adaptation effect of system input to the manufacturer’s brand product, the easier it is to choose the OEM mode.

关 键 词：生态供应链 品牌价值 回报收益 合作模式 

分 类 号：F274[经济管理—企业管理]