价格、质量与服务竞争情形下的二级供应链系统协调策略分析

doi:10.16381/j.cnki.issn1003-207x.2018.08.011

摘要/Abstract

摘要： 本文研究了由一个零售商向两个制造商购买产品，在产品价格、质量和服务竞争同时作用下，供应链成员的协调运作策略。通过构建一条包括制造商、零售商和顾客的二级供应链模型，应用逆向归纳法以及最优化理论，求解供应链在集中决策、制造商不合作、制造商合作以及半合作（零售商与其中一个制造商合作）情形下供应链成员的博弈均衡。分析四种合作关系下两种竞争产品关于质量和服务的均衡解，并且分析消费者剩余。运用数值仿真讨论各种参数变化带来的影响。结果表明：制造商不合作情形虽然不能提高产品的服务水平，但是能够提高制造商的质量努力程度；零售商的集中协调有助于提升产品质量和服务水平，避免制造商之间合作可以为顾客提供较高质量和服务水平的产品，使顾客收益，增加市场中顾客总量，同时可以提升供应链的整体利润。

关键词: 供应链, 服务竞争, 质量竞争, 消费者剩余, 协调策略

Abstract: The coordinated operation strategy of supply chain members under the influence of product price, quality and service competition on the products purchased by one retailer through two manufacturers is explored in this paper. By formulating a two-level supply chain system which consists of manufacturer, retailer and customer, applying the backward method and the optimization theory, the competitive equilibrium of supply chain members under centralized decision, manufacturer no cooperation, manufacturer cooperation and semi cooperation (retailer cooperation only with one of the manufacturers) is solved. The equilibrium solution of quality and service between the two competing products when in the case of those four different cooperative relations and their consumer surplus are analyzed. Moreover, numerical simulation is used to discuss the influence of various parameters. It is indicated that the manufacturer's no cooperative situation can't improve the service level of the product, but can improve the quality effort of the manufacturers; Centralized coordination of retailers helps to improve the product quality and service level. Avoiding to avoid the cooperation between manufacturers provides high quality products and service level to benefit customers, and increases the total number of customers in the market,at the same time can improve the whole profits of the supply chain.

Key words: supply chain, service competition, quality competition, consumer surplus, coordination strategy

中图分类号:

F253

黄甫, 宋华明, 杨慧, 马东升, 吴佳伟. 价格、质量与服务竞争情形下的二级供应链系统协调策略分析[J]. 中国管理科学, 2018, 26(8): 106-117.

HUANG Fu, SONG Hua-ming, YANG Hui, MA Dong-sheng, WU Jia-wei. Equilibriums and Coordination Strategies Considering Product Price, Quality and Service Competition in A Two-level Supply Chain[J]. Chinese Journal of Management Science, 2018, 26(8): 106-117.

参考文献

[1] Liu Yuewen, Feng Juan, Wei K K. Negative price premium effect in online market-the impact of competition and buyer informativeness on the pricing strategies of sellers with different reputation levels[J]. Decision Support Systems,2012,54(1):681-690.

[2] 但斌, 徐广业, 张旭梅. 电子商务环境下双渠道供应链协调的补偿策略研究[J]. 管理工程学报, 2012,26(1):125-130.

[3] 刘会燕, 戢守峰. 考虑消费者绿色偏好的竞争性供应链的产品选择与定价策略[J]. 管理学报, 2017,14(3):451-458.

[4] Luo Zheng, Chen Xu, Chen Jing, et al. Optimal pricing policies for differentiated brands under different supply chain power structures[J]. European Journal of Operational Research, 2017,259(2):437-451.

[5] Fynes B, Voss C, De Burca S. The impact of supply chain relationship dynamics on manufacturing performance[J]. International Journal of Operations & Production Management, 2005,25(1):6-19.

[6] 鲁其辉, 朱道立. 供应链中产品与信息质量改进的战略联盟策略研究[J]. 管理科学学报, 2010,13(10):79-88.

[7] 朱立龙, 于涛, 夏同水. 两种激励条件下三级供应链产品质量控制策略研究[J]. 中国管理科学, 2012,20(5):112-121.

[8] Ouardighi F E, Kogan K. Dynamic conformance and design quality in a supply chain:An assessment of contracts' coordinating power[J]. Annals of Operations Research, 2013,211(1):137-166.

[9] Rong Aiying, Akkerman R, Grunow M. An optimization approach for managing fresh food quality throughout the supply chain[J]. International Journal of Production Economics, 2011,131(1):421-429.

[10] Chao G H, Iravani S M R, Savaskan R C. Quality Improvement Incentives and Product Recall Cost Sharing Contracts[J]. Management Science, 2009,55(7):1122-1138.

[11] 范建昌, 倪得兵, 唐小我. 企业社会责任与供应链产品质量选择及协调契约研究[J]. 管理学报, 2017,14(9):1374-1383.

[12] 马鹏, 王海燕. 公平偏好行为下考虑质量和营销努力的定价策略[J]. 控制与决策, 2017,32(8):1449-1456.

[13] Moorthy K S. Product and price competition in a duopoly[J]. Marketing Science, 1988,7(2):141-168.

[14] Chambers C, Kouvelis P, Semple J. Quality-based competition, profitability, and variable costs[J]. Management Science, 2006,52(12):1884-1895.

[15] Xu Xiaowei. Optimal price and product quality decisions in a distribution channel[J]. ManagementScience, 2009,55(8):1347-1352.

[16] Yang Shanlin, Zhou Yongwu. Two-echelon supply chain models:Considering duopolistic retailers' different competitive behaviors[J]. International Journal of Production Economics, 2006,103(1):104-116.

[17] Xie Gang, Yue Wuyi, Wang Shouyang, et al. Quality investment and price decision in a risk-averse supply chain[J]. European Journal of Operational Research, 2011,214(2):403-410.

[18] Liu Guowei, Zhang Jianxiong, Tang Wansheng. Joint dynamic pricing and investment strategy for perishable foods with price-quality dependent demand[J]. Annals of Operations Research, 2015,226(1):397-416.

[19] Giovanni P D. Quality improvement vs. advertising support:Which strategy works better for a manufacturer?[J]. European Journal of Operational Research, 2011,208(2):119-130.

[20] Giri B C, Chakraborty A, Maiti T. Quality and pricing decisions in a two-echelon supply chain under multi-manufacturer competition[J]. International Journal of Advanced Manufacturing Technology, 2015,78(9-12):1927-1941.

[21] Seifbarghy M, Nouhi K, Mahmoudi A. Contract design in a supply chain considering price and quality dependent demand with customer segmentation[J]. International Journal of Production Economics, 2015,167:108-118.

[22] Zhang Hengyun, Hong Dingjun. Supplier's joint investments in cost reduction and quality improvement in a decentralized supply chain[J]. Mathematical Problems in Engineering, 2017,(5):1-10.

[23] 蔺雷, 吴贵生. 服务延伸产品差异化:服务增强机制探讨——基于Hotelling地点模型框架内的理论分析[J]. 数量经济技术经济研究, 2005,22(8):137-147.

[24] 蔺雷, 吴贵生. 制造业的服务增强研究:起源、现状与发展[J]. 科研管理, 2006,27(1):91-99.

[25] 廖涛, 艾兴政, 唐小我. 链与链基于价格和服务竞争的纵向结构选择[J]. 控制与决策, 2009,24(10):1540-1544.

[26] Wu D D. Bargaining in supply chain with price and promotional effort dependent demand[J]. Mathematical & Computer Modelling, 2013,58(9-10):1659-1669.

[27] Shi Ruixia, Zhang Jun, Ru Jun. Impacts of power structure on supply chains with uncertain demand[J]. Production & Operations Management, 2013,22(5):1232-1249.

[28] Gurnani H, Erkoc M. Supply contracts in manufacturer-retailer interactions with manufacturer-quality and retailer effort-induced demand[J]. Naval Research Logistics, 2008,55(3):200-217.

[29] Xie Wenming, Jiang Zhibin, Zhao Yingxue, et al. Contract design for cooperative product service system with information asymmetry[J]. International Journal of Production Research, 2014,52(6):1658-1680.

[30] 张国兴, 方帅, 汪应洛. 考虑商品三重竞争的均衡与协调策略研究[J]. 管理科学学报, 2015,18(11):13-24.

[31] 朱立龙. 双寡头零售商分销渠道产品质量控制策略研究[J]. 管理评论, 2016,28(10):239-249.

[32] 朱立龙, 郭鹏菲, 孙淑慧. 供应链混合分销渠道产品质量控制策略Stackelberg博弈分析[J]. 系统工程, 2016,(12):111-117.

[33] Tsay A A, Agrawal N. Channel dynamics under price and service competition[J]. Manufacturing & Service Operations Management, 2000,2(4):372-391.

[34] Kaya M, Özer Ö. Quality risk in outsourcing:Noncontractible product quality and private quality cost information[J]. Naval Research Logistics, 2009,56(7):669-685.