三类自有品牌产品质量契约的比较与选择研究

A Comparative Study on the Product Quality Collaboration Contracts of Private Brands

基于频发的自有品牌产品质量问题,研究批发价契约、收益共享契约以及成本共担契约三种方式下的产品质量协作绩效,由此获得各契约方式下产品质量、各方利润、供应链总利润、消费者剩余以及社会福利的最优均衡值,然后基于相关命题和数值算例,比较各契约方式对改进自有品牌产品质量的优劣性。研究表明:1)收益共享契约方式下产品质量协调效果最佳;2)收益共享契约和成本共担契约方式下可能抬高产品销售价格,故并非对消费者总是有利;3)改进自有品牌产品质量的协作契约选择应综合考虑产品的质量成本结构。

Based on the frequent quality problems of private brands,the performance of the product quality collaboration under the three contracts of the wholesale price contract,revenue-sharing contract and cost sharing contract is studied,in order to obtain the optimal equilibrium of product quality,profit of participants,total profit of supply chain,consumer surplus and social welfare under the three quality contracts. And then,according to relevant propositions and numerical examples,the advantages and disadvantages of the three quality contracts are analyzed. This study shows that：（ 1） the revenue-sharing contract gets the best results;（ 2） the performance of the revenue-sharing contract and the cost sharing contract is not always good for consumers,since it may drive up prices;（ 3） the quality cost structure of private brand should be considered comprehensively when improving and selecting collaboration contracts.