考虑窜货影响的制造商国际市场开发战略  

Manufacture’s Developing Strategy of International Market under Parallel Importation

作　　者：丁龙 胡斌[2] 袁红平 DING Long;HU Bin;YUAN Hongping(Research Institute for Risk Governance and Emergency Decision-making,School of Management Science and Engineering,Nanjing University of Information Science and Technology,Nanjing 210044,China;School of Management,Huazhong University of Science and Technology,Wuhan 430074,China;School of Management,Guangzhou University,Guangzhou 510006,China)

机构地区：[1]南京信息工程大学风险治理与应急决策研究院管理工程学院,江苏南京210044 [2]华中科技大学管理学院,湖北武汉430074 [3]广州大学管理学院,广东广州510006

出　　处：《运筹与管理》2023年第2期15-21,共7页Operations Research and Management Science

基　　金：国家自然科学基金项目(71573216,71271093,72001115);江苏高校哲学社会科学研究项目(2022SJYB0164)。

摘　　要：本文研究了经销商窜货对制造商国际市场开发战略的影响。考虑了两种情形:国内市场为高端市场而国际市场为低端市场(ITD情形),国内市场为低端市场而国际市场为高端市场(DTI情形)。研究发现:(1)不存在窜货时,制造商总是选择开发国际市场;(2)存在窜货时,制造商是否开发国际市场取决于不同的市场差异情形。在DTI情形下,制造商总是选择开发国际市场。在ITD情形下,制造商开发国际市场并非总是有利可图,若市场差异较小,制造商选择开发国际市场,若市场差异较大,制造商选择不开发国际市场;(3)经销商并非总是选择窜货,当市场差异较小时经销商不窜货,而当市场差异较大时经销商窜货。A growing number of firms are developing international market strategies to keep advantages in the fierce global competition.In many of the multinational firms,some are successful and some may fail.There are many reasons for failure,and gray market is one of important factors.This paper investigates the impacts of parallel importation on firms’developing strategy of international market under gray market,where the manufacturer sells product directly in a domestic market in the presence of an international market.The two markets are separate and there remain differences between them.We consider two cases for the market disparity:ITD case where the domestic market is high-end market and international market is low-end market,DTI case where the domestic market is low-end market and international market is high-end market.The gray market forms once the third-party imports the products from low-end market to high-end market.This paper aims to answer the following questions:What’s the optimal international market development strategy for manufacturer under ITD and DTI cases?How does gray market affect the firm’s international market development strategy and price decisions under ITD and DTI cases?We establish three models in each case:the case where the manufacturer does not develop international market and third-party does not parallel import,the case where the manufacturer develops international and third-party does not parallel import,the case where manufacturer develops international market and third-party parallel imports.Through comparative analysis,we explore manufacturer’s developing strategy of international market.The results show that in the ITD case,it is not always beneficial to develop international market.When the market disparity is relatively small,the manufacturer will choose to develop international market,when the market disparity is relatively large,the manufacturer will not develop international market.However,in the DTI case,it is always beneficial for the manufacturer to develop internat

关 键 词：窜货 灰色市场 开发战略 博弈论 

分 类 号：F272[经济管理—企业管理]