基于网络外部性与产品替代的链与链纵向结构选择

Control structure of chain to chain competition under network externality and product substitutability

研究产品替代程度和网络外部性强度对链与链纵向控制结构的影响,分别从制造商绩效和供应链绩效的角度出发,识别链与链的纵向结构选择策略和动态演化均衡,揭示网络外部性强度系数以及依赖于网络外部性强度系数的产品替代程度对纵向控制结构选择的影响.研究结果表明,当网络外部性对替代程度的影响不强时,一体化为均衡的结构,当网络外部性对替代程度的影响很强时,分散化为均衡的控制结构.

This paper investigates the impact of network externality and product substitutability on the choice of the vertical control structure under the chain-to-chain model, and addresses the evolution process and the equilibrium of the vertical structure from the aspect of manufacturer＇s performance and supply chain＇s performance. It is revealed that the choice of the vertical control structure is influenced by the the network externality coefficient and the product substitutability. The results show that the centralized control structure is a dominant equilibrium when the effect of network externality on the product substitutability is not strong, and the decentralized control structure is dominant when the effect of network externality on the product substitutability is strong.