竞争环境下不同渠道结构的流程创新选择

基于一个制造商采用直销渠道而另一个制造商采用分销渠道进行市场竞争的环境，研究不同渠道制造商是否进行流程创新以降低生产成本的边界条件，并从制造商绩效改进的角度识别流程创新选择的占优均衡，分析横向竞争强度和创新投资系数对博弈均衡选择的影响情况。研究发现，若直销渠道制造商的流程创新投资系数较大（其阀值大小依赖于竞争强度），则其进行流程创新选择的博弈过程由不进行创新最终演化为进行创新，且进行创新是直销渠道制造商的占优均衡选择；若直销渠道不创新，则只要分销渠道中的制造商愿意进行流程创新，其所带来的绩效优于其不创新时的绩效；若直销渠道进行创新，则分销渠道中的制造商可在渠道竞争较弱时投入相对较少的流程创新投资额；或者不管外部渠道竞争强度如何，投入较高的创新投入成本，均可实现绩效改进。

Process Innovation of Different Channels in Competitive Environment

This paper studies competing manufacturers with different distribution channels:one manufacturer sells its products by itself,the other through exclusive retailers. This paper investigates the conditions when two manufacturers invest in process innovation to reduce the production costs,and identifies the dominant equilibrium for manufacturer from the aspect of performance improvement. We also analyze the impact of competition between two channels and coefficient of innovation investment on the game equilibriums of process innovation. The results show that investing process innovation is a dominant equilibrium for manufacturer in direct selling when the coefficient of innovation investment is relatively big,but the threshold of coefficient of innovation investment is influenced by the intensity of competition between the two channels. The manufacturer in distribution channel will profit when he invests in process innovation if his competitor,i.e. the manufacturer in direct selling won't invest in process innovation;if the manufacturer in direct selling invests in process innovation,the manufacturer in distribution channel will realize performance improvement when he invests less in process innovation in relatively weak competing environment and invests more in process innovation without considering the intensity of competition between two channels.