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基于产品相关性及研发创新下的销售方式偏好研究
引用本文:王素娟,张文静,刘维奇. 基于产品相关性及研发创新下的销售方式偏好研究[J]. 中国管理科学, 2019, 27(4): 160-170. DOI: 10.16381/j.cnki.issn1003-207x.2019.04.015
作者姓名:王素娟  张文静  刘维奇
作者单位:1. 山西大学管理与决策研究所, 山西 太原 030006;2. 山西大学经济与管理学院, 山西 太原 030006;3. 山西财经大学财政金融学院, 太原 030006
基金项目:国家自然科学基金资助项目(71101082,71871016)
摘    要:针对零售商捆绑上游多个制造商产品的现状,考察了由两个制造商和一个零售商组成的供应链系统,制造商进行研发投资降低各自产品成本,零售商进行产品销售并选择分开销售还是捆绑销售。考虑制造商研发行为下,探究供应链成员对不同相关性产品销售方式的偏好。研究发现,(1)对于独立产品,系统成员不存在共同的偏好。(2)对于互补产品,并非"一绑就灵",分开销售会成为系统成员的共同偏好,而非捆绑销售。(3)对于替代产品,并非不能捆绑,感知价值相差处于中间范围的低成本替代产品和感知价值相差较小的高成本替代产品均在捆绑销售下更有利可图。

关 键 词:供应链  产品相关性  成本研发  捆绑销售  分开销售  
收稿时间:2017-09-13
修稿时间:2018-04-18

Research on Preference of Sales Method Based on Product Relevance and R&D Innovation
WANG Su-juan,ZHANG Wen-jing,LIU Wei-qi. Research on Preference of Sales Method Based on Product Relevance and R&D Innovation[J]. Chinese Journal of Management Science, 2019, 27(4): 160-170. DOI: 10.16381/j.cnki.issn1003-207x.2019.04.015
Authors:WANG Su-juan  ZHANG Wen-jing  LIU Wei-qi
Affiliation:1. Institute of Management and Decision, Shanxi University, Taiyuan 030006, China;2. School of Economics and Management, Shanxi University, Taiyuan 030006, China;3. Faculty of Finance and Banking, Shanxi University of Finance and Economics, Taiyuan 030006, China
Abstract:In practice, it is common for retailers to bundle the products from multiple manufacturers. For example, Gome launches "complete sets of home appliance", which bundles several well-known brands of TVs and refrigerators. These products are provided by multiple upstream manufacturers. Ctrip.com bundles air transportation, hotel accommodation, etc., are also from different suppliers. Based on the above business phenomenon. A three-stage game model for members in a supply chain system consisting of two manufacturers and one retailer is constructed in this paper. The manufacturers invest in R&D to reduce the cost of their products and decide the wholesale price of products. The retailer then orders the product from the manufacturers and selects the appropriate sales method, i.e., separate sales or bundled sales. By comparing the R&D level of the manufacturers and the profit of the supply chain members between separate sales and bundled sales under different product relevance, the supply chain member's preference for different sales methods is explored. It is found that, for independent products, separate sales is always the dominant strategy, but there is no common preference among system members; for complementary products, the role of non-coordination at the supply side of the product and the differences in perceived value of consumers will exceed the complementary linkage advantage of the product itself, resulting in the failure of the binding strategy and making the separate sale as a common preference for system members; for substitute products, the low cost products with the moderate consumer perception differences and the high cost products with less consumer perception differences are more profitable under bundling. The research results of this paper provide good theoretical guidance for the practical application of the bundled sales strategy.
Keywords:supply chain  product relevance  cost R&D  bundled sales  separate sales  
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