供应链中一种基于营销创新的合作竞争博弈模型

A Cooperation and Competition Model Based on Marketing Innovations

成员合作关系是供应链管理的重要研究内容。随着市场竞争程度日趋剧烈,供应链上企业成员为了自身利益不断进行创新性活动。本文利用信息经济学理论从投入产出的角度对一个制造商和一个销售商构成的供应链的营销创新能力进行了分析研究,研究结果表明,制造商与销售商不合作时,为了自身的利益,也会进行营销创新投入,但分别比合作时的投入少。

Partnership is one of important areas in Supply Chain Management. With economic and market competition increasingly, partners of supply chain invest funds on marketing innovations continuously in order to get themselves profits. Capabilities of a supply chain including a manufacturer and a retailer were analyzed in this paper. Results indicated that manufacturer and retailer invest funds on marketing innovations in a non-cooperative game, they invest in a cooperative game. The results suggest that the cooperative relationships between manufacturer and retailer should get along friendly.