供应链三种分销渠道下制造商创新投入决策影响研究

Manufacturer's Innovation Invest Decision Influence Analysis of Three Types of Distribution Channels in Supply Chain

基于三阶段Stackelberg主从动态博弈,分析了制造商进行分散决策和联合决策时如何制定创新投入策略的问题,探讨了三种分销渠道(直销渠道、零售渠道、混合渠道)时,渠道参数对制造商创新投入策略的影响,并分析了创新投入策略对制造商和零售商的期望收益函数以及期望创新投入水平的影响。通过模型分析,可以证明:在直销渠道策略时,随着产品单位生产成本和创新投入成本系数的增加,制造商的创新投入水平将下降;随着需求价格弹性系数和创新投入收益系数的增加,制造商的创新投入水平将上升;在零售渠道策略时,制造商的期望收益和创新投入水平均将大于直销渠道时;混合渠道策略时期望创新投入水平低于直销渠道时低于零售渠道时,并求出了渠道份额比例的阈值。最后,进行了算例分析,为该模型在实际企业中的具体应用指明了方向。

Based on three stage stackelberg leader-follower game analysis,this paper studies how to make innovation invest strategy when centralized decision and decentralized decision are made,analyzes how the channel market share ratio,demand price elasticity,channel cross price elasticity and the unite production cost influence the manufacturer＇s innovation invest strategy when three types of distribution channels（directed channel,retailing channel,mixed channel）exist.Furthermore it analyzes how the innovation invest strategies influence the manufacturer and retailer＇s expected profits function and expected innovation invest level in distribution channel.Through the model analysis,we can demonstrate that（1）when direct channel strategy exists,the manufacturer＇s innovation invest level will decrease with the increasing of unite production cost and innovation invest cost coefficient,the manufacturer＇s innovation invest level will increase with the increasing of demand price elasticity and innovation invest earnings coefficient;（2）when there exists retailing channel strategy,the manufacturer＇s expected profits and innovation invest level will be greater than the directed channel situation;the expected innovation invest level in mixed channel will be lower than the directed channel situation,and lower the retailing channel situation.And then we solve the threshold of channel market share ratio.Above all,we conduct a numerical example which will indicate the further specific application direction in practice.