产品质量设计与供应链渠道优化——基于策略消费者行为的视角

策略消费者持币观望的行为对零售商和生产商的盈利都会产品负面影响，本文在二级供应链中同时考虑策略消费者的行为和产品质量设计，研究批发价格契约下策略消费者行为对供应链不同渠道利润的影响。分析表明，当生产商决定产品质量时，分散供应链下的产品质量与供应链上下游的议价能力相关，生产商议价能力越强，产品质量越高；当生产商完全掌握确定产品质量和批发价格的权利时，策略消费者的行为加剧了生产商和零售商之间利润分配的不公平，生产商能获得更大比例的利润；面对策略消费者时，厂商承诺产品数量有限能够实现比集中供应链下更高的利润，存在合适的产品质量和批发价格，使得分散供应链能实现数量承诺下的最优利润，并实现提升质量和增加供应链整体利润的双赢。

Quality Design and Supply Chain Channel Optimization in the Presence of Strategic Consumer Behavior

In 2017 Chinese consumption structure continued to improve, and there was an increase demand for products with high quality. However, consumers' demand for higher product quality does not mean they have blind faith in product with high price, and they trade off cost and quality with rational consumption.Consumers who may postpone or prepone their purchasing decisions when they anticipate potential price drops or ascends in the future,are termed as strategic consumers. Their waiting behavior will have negative impact on both retailers and manufacturers. Although the importance of strategic consumer behavior is widely acknowledged, there has been little research taking its implications on product quality and supply chain simultaneously. In this paper both strategic consumers' behavior and products' quality design are considered. Firstly, quality and price decision are extended to supply chain with strategic consumers.Four strategies are categorized, different from each other in two dimensions:supply chain type (centralized or decentralized) and consumer type (myopic or strategic). Decisions of price, quantity and quality are analyzed in each strategy. Furthermore, the strategy of quantity commitment is introduced, and compared with the above strategies to analyze whether manufacturers can improve the profit of the supply chain under quantity commitment.Lastly, five different chains are compared through numerical analysis.Research shows, in decentralized supply chain, when manufacturer decides product quality, optimal quality is related to the bargaining power of retailer and manufacturer. The more power manufacturer has, the higher the quality. When wholesale price is completely decided by manufacturer, strategic consumer behavior may increase unfairness between manufacturer and retailer, and manufacturer can get a larger proportion of the profits. In the face of strategic consumers, quantity commitment can achieve higher profit than centralized supply chain, and with suitable product quality and wholesale price, the desired profit with quantity commitment can be attained through decentralized supply chain.Thus both improving product quality and increasing whole profit of supply chain can be achieved.