创新投入下供应链分销渠道产品质量决策研究

基于四阶段Stackelberg主从动态博弈,研究了创新投入下制造商分散式决策和集中式决策时如何进行产品质量决策的问题,分析了三种分销渠道策略(网上直销渠道、传统零售渠道、混合渠道)时,制造商的创新投入策略对产品质量、销售价格、市场需求、期望利润以及消费者剩余的影响。通过模型分析,研究发现:(1)随着制造商创新投入的增加,产品质量水平和期望利润将上升,即为增函数;(2)制造商在传统零售渠道中创新投入水平将小于网上直销渠道时并小于混合渠道时;(3)当两种渠道平分市场需求时,制造商的产品质量水平在混合渠道高于网上直销渠道高于传统零售渠道,并且最终顾客消费者剩余在网上直销渠道高于传统零售渠道并高于混合渠道。最后,进行了算例分析,为该模型在实际企业中的具体应用指明了方向。

A Research into How Manufacturers Decide the Quality of Their Products in the Distribution Channels of Supply Chain when They have Invested in Innovation

Based on four-stage stackelberg leader-follower dynamic game analysis, this paper studies how manufacturers d ecid e, in a decentralized way and a centralized way respectively, the quality of their products when they have invested in innovation, and then , analyzes how their innovation investment strategy influences their product quality, direct sale p rice, retail p rice, market dem and, expected profits and the final c u sto m e r's consum er surplus in three types of distribution channels (in tern e t direct channel, traditional retailing channel and mixed channel). Through the model analysis, our paper can demonstrate that : as their innovation investing grows, manufacturers' product quality and expected profits will in crease;manufacturers* innovation investment in traditional retailing channel will be lower than in internet direct channel and then will be lower than in mixed channel;when the two types of distribution channel share the market dem and, the quality of m anufacturers’ products in mixed channel will be higher than in internet direct channel and then will be higher than in traditional retailing channel;final customer's consumer surplus in internet direct channel will be higher than in traditional retailing channel and then will be higher than in mixed channel. Finally, we provide a numerical exam ple, which indicates where the model can be further applied in practice.