不同渠道权力结构下耐用消费品供应链决策模型及其均衡比较研究  

A Study on the Decision Models and the Equilibriums Comparing of the Durable Consumer Products Supply Chain under Different Channel Power Structures

作　　者：伍星华 艾兴政[2] 李思寰 WU Xing-hua;AI Xing-zheng;LI Si-huan

机构地区：[1]怀化学院商学院 [2]电子科技大学经济与管理学院

出　　处：《中央财经大学学报》2023年第8期116-128,共13页Journal of Central University of Finance & Economics

基　　金：国家自然科学基金资助项目“不确定环境下智能互联产品平台竞争的兼容性结构与竞合机制”(项目编号:72072022);湖南省自然科学基金项目“考虑顾客选择行为的生鲜产品供应链协调优化研究”(项目编号:2022JJ50308)。

摘　　要：渠道权力结构不仅影响耐用消费品供应链的产品耐用度决策和销售努力程度决策,还关系到成员企业的最优利润。笔者基于Stackelberg博弈理论和Bertrand博弈理论,构建了生产商占主导权、生产商和零售商权力对等和零售商占主导权这样三种权力结构下的耐用消费品供应链决策模型,在此基础上,借助逆向归纳法和比较分析法,探讨了渠道权力结构与产品耐用度决策、销售努力程度决策和成员企业利润之间的关系。结果显示:在不同渠道权力结构下,随着消费者的产品耐用度敏感性和销售努力敏感性增强,耐用消费品供应链中的产品耐用度水平、销售努力程度和产品销量均提升,生产商、零售商和供应链整体的利润均增加;产品耐用度水平、销售努力程度和产品销售量在不同渠道权力结构下的高低排序均与消费者的销售努力敏感性相关;生产商和零售商对于渠道权力结构的偏好程度与消费者的产品耐用度敏感性和销售努力敏感性相关。本研究通过构建不同渠道权力结构下耐用消费品供应链决策模型以及比较分析其均衡解,从渠道权力学术探讨方面拓展了博弈理论的边界,研究结论丰富了渠道权力结构和耐用消费品供应链管理决策研究方面的现有文献,可以为相关部门和企业科学决策耐用消费品供应链之渠道权力结构提供理论依据。Channel power structure not only affects the decision of product durability and sales effort,but also affects the optimal profit of member enterprises.Based on Stackelberg game theory and Bertrand game theory,the author constructed three power structure decision-making models of consumer durables supply chain:manufacturer dominance,power equivalence between manufacturer and retailer,and retailer dominance,the relationship between channel power structure and product durability decision,sales effort decision and member firms profits are discussed by backward induction and comparative analysis.The results show that under different channel power structures,with the increase of consumers sensitivity to product durability and sales effort,the level of product durability,sales effort and product sales in the durable consumer products supply chain all improve,the profits of the producer,the retailer and the whole supply chain all increase.The product durability level,sales effort degree and product sales volume rank in different channel power structure are related to consumers sales effort sensitivity.The producer s and the retailer s preferences for channel power structure depend on the consumers sensitivity to product durability and sales effort.This study expanded the application margin of channel power theory,enriched the literature related to channel power structure and durable consumer products supply chain management decision-making,and provided a theoretical basis for scientific decision-making of channel power structure in durable consumer products supply chain.

关 键 词：耐用消费品供应链 渠道权力结构 产品耐用度水平 销售努力程度 STACKELBERG博弈 

分 类 号：F274[经济管理—企业管理]