互补品供应链Stackelberg博弈下纵向决策研究

On Vertical Decision-making under the Stackelberg Game of Complementary Products Supply Chain

以两条均由一个制造商和一个零售商构成的互补品供应链为研究对象,探讨互补品供应链采用不同决策方式时的链间Stackelberg博弈和链内Stackelberg博弈问题,研究市场规模、成本等参数对市场价格、需求、利润的影响。进一步地,对链间Stackelberg博弈下的四种决策方式(集中-集中、集中-分散、分散-集中、分散-分散)下的均衡解进行比较分析。研究表明:互补产品生产成本与需求、利润负相关;自身价格与互补产品成本负相关;集中决策是互补品主导供应链的占优策略;对于跟随者供应链而言,采取集中决策还是分散决策方式,首先取决于主导者供应链的决策方式,其次取决于产品之间的互补程度;集中-集中决策方式是互补品供应链的帕累托均衡解。因此,互补品供应链内部成员之间可设计一种增量利润分享机制,确保供应链集中决策的稳定性;互补品供应链之间应注重两个方面:一是相互合作共同降低产品成本,实现降本增效;二是以某条供应链产品进行低价引流,促进消费者对互补产品的需求,进而实现互补品供应链利润最大化。

Based on two complementary products supply chains consisting of one manufacturer and one retailer as the research objects,this paper discusses the inter-chain Stackelberg and intra-chain Stackelberg game problems when complementary products supply chains adopt different decision-making modes,examines the influence of market size,cost and other parameters on market price,demand and profit,and further compares and analyses the equilibrium solutions under the four decision-making modes(centralized-centralized,centralized-decentralized,decentralized-centralized,decentralized-decentralized)in the inter-chain Stackelberg game.The research shows the following results:The production cost of complementary products is negatively correlated with demand and profit;The price of a product is negatively correlated with the cost of complementary products;Centralized decision-making is the dominant strategy of complementary products supply chain leaders;For the supply chain follower,whether to adopt centralized decision-making or decentralized decision-making depends first on the decision-making mode of the supply chain leader,and secondly on the degree of complementarity between products;The centralized-centralized decision-making mode is the Pareto equilibrium solution of the complementary supply chain.Therefore,an incremental profit sharing mechanism can be designed among members of the complementary supply chain to ensure the stability of centralized decision-making in the supply chain;Complementary supply chains should cooperate with each other to reduce product costs and achieve cost reduction and efficiency increase,and lower the price of a certain supply chain product to attract users so as to promote consumer demand for complementary products,thus maximizing the profits of the complementary supply chain.