管理评论

›› 2019, Vol. 31 ›› Issue (5): 231-241.

• 物流与供应链管理 • 上一篇    下一篇

创新投入下供应链分销渠道产品质量决策研究

朱立龙1,2, 孙淑慧1   

  1. 1. 山东师范大学商学院, 济南 250014;
    2. 山东大学管理学院, 济南 250100
  • 收稿日期:2016-12-26 出版日期:2019-05-28 发布日期:2019-05-31
  • 作者简介:朱立龙,山东师范大学商学院教授,山东大学管理学院博士后,硕士生导师,博士;孙淑慧,山东师范大学商学院硕士研究生。
  • 基金资助:

    教育部人文社科基金规划项目（17YJA630147）；山东省自然科学基金面上项目（ZR2019MG017）；国家社会科学基金重点项目（13AGL012）。

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

Zhu Lilong1,2, Sun Shuhui1   

  1. 1. School of Business, Shandong Normal University, Ji'nan 250014;
    2. School of Management, Shandong University, Ji'nan 250100
  • Received:2016-12-26 Online:2019-05-28 Published:2019-05-31

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摘要：

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。

关键词: 分散式决策, 集中式决策, 创新投入水平, 产品质量水平, 混合分销渠道

Abstract:

Based on four-stage stackelberg leader-follower dynamic game analysis, this paper studies how manufacturers decide, 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 price, retail price, market demand, expected profits and the final customer's consumer surplus in three types of distribution channels (internet 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 increase; 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 demand, the quality of manufacturers' 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 example, which indicates where the model can be further applied in practice.

Key words: decentralized decision, centralized decision, innovation investment, product quality, mixed distribution channel