需求外部性与供应商组合问题研究

Suppliers Selection Based on the Demand Externalities

零售需求外部性是指当顾客被外部力量 (通常是声誉高的品牌 )吸引到一个特定的零售店时,其他品牌的需求被推动的情形。基于需求外部性的理论,探讨了经营不同声誉品牌商品的零售商如何针对不同声誉品牌的外部性来选择自己供应商的组合,以最大化自己的总利润,最后给出了判定定理。

Retail demand externalities are created when customers are drawn to a particular store by an external force, usually a high-reputation commodity. The theory of retail demand externalities indicates that low-reputation commodity receives demand externalities from the additional traffic generated by high-reputation commodity, and that demand externalities vaties with different reputation commodities. Based on this theory, this paper studies how should a retailer handling several kinds of products select supplier mix to maximize his total profits. At the end of this paper, judging theorem is presented.