消费者效用视角下双渠道供应链的产品质量研发模式选择研究

doi:10.16381/j.cnki.issn1003-207x.2019.1893

摘要/Abstract

摘要： 考虑到产品质量是影响消费者购买行为的关键驱动因素，运用动态博弈理论和非线性消费者效用函数对双渠道供应链中三种产品质量研发模式分别建模，讨论了各种质量研发模式对供应链成员的利润和消费者效用的影响，并利用二部定价契约协调供应链。三种产品质量研发模式分别为：制造商不进行产品质量研发、制造商独立进行产品质量研发和制造商与零售商合作进行产品质量研发。研究表明：(1)当进行产品质量研发时，批发价、零售价，直销价和产品质量研发水平均提高，并在合作研发下达到最大值，且上述决策变量均随着渠道竞争程度的增加而降低；(2)产品在传统零售渠道和线上销售渠道的销售量和消费者效用随着渠道竞争程度的增加而降低；(3)产品质量研发能够提高制造商的利润和消费者效用，且在合作研发模式下达到最大值；对零售商而言，采用制造商独立研发模式时利润最高，合作研发模式时利润最低；(4)为激励零售商参与研发，制造商利用二部定价契约来协调供应链，协调后产品的研发水平能够达到合作研发时的水平，同时消费者效用增加。数值仿真结果有效地证明了相关结论。

关键词: 双渠道供应链；消费者效用；产品质量研发；协调

Abstract: Considering that product quality is one of the key factors which affect consumer’ purchase behavior, the nonlinear consumer utility function, in the dual channel supply chain where the manufacturer is the leader of dynamic game and the retailer is the follower, is cited to analyze three different product quality R & D modes respectively, and the effects of various quality R & D modes on the profit and consumer utility of supply chain members are discussed alike. Subsequently, two-part tariff contract is used to coordinate the supply chain. There exist three product quality R & D modes including (i) product quality R & D not considered in the supply chain (ii) product quality R & D independently conducted by the manufacturer (iii) product quality R & D conducted by the manufacturer and the retailer alike. The results show that: (1) the wholesale price, retail price, direct selling price as well as product quality R & D level are improved when product quality R & D is carried out. Meanwhile, these values mentioned reach the maximum under mode iii, while the wholesale price, retail price, direct selling price and product quality R & D level are declined as the channel competition increases; (2) the sales volume in the traditional retail channel and online channel as well as consumer utility will be declined as the channel competition increases; (3) the profit of the manufacturer and consumer utility can be improved by product quality R & D. Meanwhile, these values mentioned reach the maximum under mode iii; as for the retailer, the profit will be motivated into the highest when the mode ii is used. Correspondingly, the lowest will be obtained when the mode iii is used; (4) in order to encourage the retailer to participate in R & D with the manufacturer, the two-part tariff contract is used to coordinate the supply chain. After coordination, the R & D level of products would be maintained as the level of that in mode iii along with the increasing of consumer utility. The numerical simulation is feasible as a tool to verify the validity of the model. Our research provides related ideas for enterprises to choose R & D mode moderately.

Key words: dual channel supply chain； consumer utility； product quality research and development； coordination

中图分类号:

F224

王文宾, 蔺婉莹, 陈梦雪, 全诗苑, 仝鹏. 消费者效用视角下双渠道供应链的产品质量研发模式选择研究[J]. 中国管理科学, 2021, 29(12): 135-144.

WANG Wen-bin, LIN Wan-ying, CHEN Meng-xue, QUAN Shi-yuan, TONG Peng. Product Quality R&D Model Selection in a Dual-Channel Supply Chain under the Perspective of Consumer Utility[J]. Chinese Journal of Management Science, 2021, 29(12): 135-144.

参考文献

［1］龚本刚, 汤家骏, 程晋石, 等. 产能约束下考虑消费者偏好的双渠道供应链决策与协调［J］. 中国管理科学, 2019, 27(4): 7990.Gong Bengang, Tang Jiajun, Cheng Jinshi, et al. Decisionmaking and coordination of dualchannel supply chain with consumers’ preference under capacity restraint［J］. Chinese Journal of Management Science, 2019, 27(4): 7990.
［2］郭金森, 周永务, 任鸣鸣, 等. 基于研发投入的双渠道制造商研发模式选择策略［J］. 数学的实践与认识, 2018, 48(3): 5163.Guo Jinsen, Zhou Yongwu, Ren Mingming, et al. Research and development mode selection strategy of dual channel manufacturers based on R&D investment［J］. Mathematics in Practice and Theory, 2018, 48(3): 5163.
［3］ Harabi N. The impact of vertical R&D cooperation on firm innovation：An empirical investigation［J］. Economics of Innovation and New Technology, 2002, 11(2): 93108.
［4］ D’Aspremont C, Jacquemin A. Cooperative and noncooperative R&D in duopoly with spillover［J］. American Economic Review, 1988, 5(78): 11331137.
［5］孙晓华, 郑辉. 水平溢出, 垂直溢出与合作研发［J］. 系统工程学报, 2012, 27(1): 7987.Sun Xiaohua, Zheng Hui. Horizontal spillover, vertical spillover and cooperative R&D［J］. Journal of systems engineering, 2012, 27(1): 7987.
［6］李伟, 李凯. 考虑渠道势力和研发溢出的竞争制造商研发决策研究［J］. 中国管理科学, 2019, 27(5): 196207.Li Wei, Li Kai. The innovation decision of competitive manufactures when considering channel power and spillover［J］. Chinese Journal of Management Science, 2019, 27(5): 196207.
［7］丁旭, 孟卫东, 陈晖. 基于技术风险的供应链纵向合作研发利益分配方式研究［J］.科技进步与对策, 2011, 28(20): 1923.Ding Xu, Meng Weidong, Chen Hui. Research on benefit distribution of vertical cooperative R&D in supply chain based on technical risk［J］. Science & Technology Progress and Policy, 2011, 28(20): 1923.
［8］孟卫东, 黄波, 李宇雨.基于投资溢出的研发联盟成员投资策略研究［J］．中国管理科学, 2009, 17(4): 133140.Meng Weidong, Huang Bo, Li Yuyu. Research on investment strategy of R&D alliance members based on investment spillover［J］. Chinese Journal of Management Science, 2009, 17(4): 133140.
［9］张巍, 张旭梅, 肖剑. 供应链企业间的协同创新及收益分配研究［J］. 研究与发展管理， 2008(4): 8188.Zhang Wei, Zhang Xumei, Xiao Jian. Research on collaborative innovation and income distribution among supply chain enterprises［J］. R&D Management, 2008(4): 8188.
［10］张文红, 王丹萍, 陈斯蕾. 自己做还是找人合作? 开放性悖论下企业研发行为对产品创新的影响研究［J］. 科技管理研究, 2018, 38(3): 1118.Zhang Wenhong, Wang Danping, Chen Silei. Do it yourself or find someone to cooperate? The research on the influence of R&D behavior on product innovation under the open paradox［J］. Science and Technology Management Research, 2018, 38(3): 1118.
［11］王晓锋, 凡友荣, 段永瑞, 等. 考虑品牌竞争的双渠道供应链定价策略研究［J］. 工业工程与管理, 2015, 20(3): 3643.Wang Xiaofeng, Fan Yourong, Duan Yongrui, et al. Research on pricing strategy of dual channel supply chain considering brand competition［J］. Industrial Engineering and management, 2015, 20(3): 3643.
［12］范小军, 陈宏民. 零售商导入自有品牌对渠道竞争的影响研究［J］. 中国管理科学, 2011, 19(6): 7987.Fan Xiaojun, Chen Hongmin. Research on the impact of retailers’ introduction of private brands on channel competition［J］. Chinese Journal of Management Science, 2011, 19(6): 7987.
［13］郑本荣, 杨超, 杨珺，等. 产品再制造、渠道竞争和制造商渠道入侵［J］. 管理科学学报, 2018, 21(8): 98111.Zheng Benrong, Yang Chao, Yang Jun, et al. Product remanufacturing, channel competition and manufacturer channel invasion［J］. Journal of Management Sciences in China, 2018, 21(8): 98111.
［14］朱晓东, 吴冰冰, 王哲. 双渠道回收成本差异下的闭环供应链定价策略与协调机制［J］. 中国管理科学, 2017, 25(12): 188196.Zhu Xiaodong, Wu Bingbing, Wang Zhe. Closedloop supply chain pricing strategy and coordination mechanism under the difference of dualchannel recycling cost［J］. Chinese Journal of Management Science, 2017, 25(12): 188196.
［15］ Huang Song, Yang Chao, Yang Jun. Pricing and production decisions in dualchannel supply chains with demand disruptions［J］. Computers & Industrial Engineering, 2012, 62(1): 7083.
［16］ Yao Dongqing, Yue Xiaohang, Liu John. Vertical cost information sharing in a supply chain with valueadding retailers［J］. Omega, 2008, 36(5): 838851.
［17］ Khouja M, Park S, Cai Gangshu. Channel selection and pricing in the presence of retailercaptive consumers［J］. national Journal of Production Economics, 2010, 126(2): 158167.
［18］ Ma Weimin, Zhao Zhang, Ke Hua. Dualchannel closedloop supply chain with government consumption subsidy［J］. European Journal of Operational Research, 2013, 226(2): 221227.
［19］曹晓刚, 郑本荣, 闻卉．考虑顾客偏好的双渠道闭环供应链定价与协调决策［J］. 中国管理科学, 2015, 23(6): 107117.Cao Xiaogang, Zheng Benrong, Wen Hui. Pricing and Coordination Decision of the dual channel closedloop supply chain considering customer preference［J］. Chinese Journal of Management Science, 2015, 23(6): 107117.
［20］ Chiang W K, Chhajed D, Hess J D. Direct marketing, indirect profits: A strategic analysis of dualchannel supplychain design［J］. Management Science, 2003, 49(1): 120.
［21］ Ingene C A, Parry M E. Mathematical model of distribution channels［M］. United States: Springer, 2004.
［22］ Chen Jingxian，Liang Liang，Yang Feng. Cooperative quality investment in outsourcing［J］. International Journal of Production Economics, 2015, 162: 174191.
［23］ Chen Jingxian, Liang Liang, Yao Dong Qing, et al. Price and quality decisions in dualchannel supply chains［J］. European Journal of Operational Research, 2016, 259(3): 935948.
［24］葛泽慧, 胡奇英. 上下游企业间的研发协作与产销竞争共存研究［J］. 管理科学学报, 2010, 13(4): 1122.Ge Zehui, Hu Qiying. Research on the coexistence of R&D cooperation and production and marketing competition between upstream and downstream enterprises［J］. Journal of Management Sciences in China, 2010, 13(4): 1122.
［25］郑晨, 艾兴政, 李晓静，等. 竞争零售商的供应链延保服务两部定价合同选择［J］. 系统工程学报, 2018, 33(5): 674686.Zheng Chen, Ai Xingzheng, Li Xiaojing, et al. Twopart pricing contract selection of supply chain extended warranty service for competitive retailers［J］. Journal of Systems Engineering, 2018, 33(5): 674686.
［26］杨丹, 薛立玮. 双渠道零售商主导的双回收闭环供应链利益协调［J］. 武汉理工大学学报(交通科学与工程版), 2019, 43(6): 11401146.Yang Dan, Xue Liwei. Benefit coordination of dual recycling closedloop supply chain led by dual channel retailers［J］. Journal of Wuhan University of Technology (Transportation Science Engineering), 2019, 43(6): 11401146.
［27］李晓静, 艾兴政, 马建华, 等. 基于交叉销售供应链的两部定价契约决策［J］. 系统管理学报, 2019, 28(1): 192200.Li Xiaojing, Ai Xingzheng, Ma Jianhua, et al. Two part pricing contract decision based on cross selling supply chain［J］. Journal of system management, 2019, 28(1):192200.

[1]	李乃梁, 何伊, 李玉鹏, 张畅, 郭少英. 考虑质量水平的产品更新策略研究[J]. 中国管理科学, 2021, 29(11): 78-87.
[2]	杨璐，张成科，朱怀念，李方超. 基于Heston模型时间一致的资产负债管理鲁棒策略[J]. 中国管理科学, 2021, 29(10): 47-57.
[3]	王先甲，袁睢秋，林镇周,赵金华，秦颖. 考虑公平偏好的双重信息不对称下PPP项目激励机制研究[J]. 中国管理科学, 2021, 29(10): 107-120.
[4]	李剑，易兰，肖瑶. 信息不对称下基于区块链驱动的供应链减排信息共享机制研究[J]. 中国管理科学, 2021, 29(10): 131-139.
[5]	胡春华,邓奥,童小芹,缪和,王宗润. 社交电商中融合信任和声誉的图神经网络推荐研究[J]. 中国管理科学, 2021, 29(10): 202-212.
[6]	魏尉，梅姝娥，仲伟俊. 社交媒体中企业分享奖励营销模式研究[J]. 中国管理科学, 2021, 29(10): 213-223.
[7]	曾永泉, 张鹏. 具有熵约束的多阶段均值—半绝对偏差投资组合优化[J]. 中国管理科学, 2021, 29(9): 36-43.
[8]	徐浩, 谭德庆. 区域合作污染控制及动态收益分配策略研究[J]. 中国管理科学, 2021, 29(9): 65-76.
[9]	谢小凤, 杨扬, 张凤英, 胡秀英, 周宗放. 多重关联关系下供应链上关联信用风险的传染效应[J]. 中国管理科学, 2021, 29(9): 77-89.
[10]	张维月, 刘晨光, 李琳, 焦金霞. 两阶段供应链碳排放目标减排量分配研究[J]. 中国管理科学, 2021, 29(9): 90-101.
[11]	王玉燕, 申亮, 韩强, 苏梅. 考虑产品质量和利他偏好关切的电商供应链模型研究[J]. 中国管理科学, 2021, 29(9): 123-134.
[12]	刘蕾, 鄢章华, 孙凯. “硬件产品+软件服务”视角下的产品定价策略研究——以iOS和Android为例[J]. 中国管理科学, 2021, 29(9): 144-155.
[13]	张俊光, 季飞. 基于开工柔韧性的关键链项目缓冲分配方法[J]. 中国管理科学, 2021, 29(8): 126-135.
[14]	孟丽君, 黄祖庆, 张宝友, 杨玉香. 闭环供应链再制品消费补贴政策模型分析[J]. 中国管理科学, 2021, 29(8): 148-160.
[15]	王琨, 秦学志, 宋宇. 基于交通量风险的PPP交通项目再融资产品设计[J]. 中国管理科学, 2021, 29(7): 13-22.