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

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。

Equilibriums and Coordination Strategies Considering Product Price,Quality and Service Competition in A Two-level Supply Chain

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.