面向网络外部性特征产品的供应链动态竞争策略研究

Dynamic Competition Strategy of Supply Chains with Network Externality Production

当产品具有网络外部性的特征时,该产品的规模收益特征对利润、产品价格和需求等因素都会产生重大影响。首先,通过将网络规模建立为网络成本投入的微分方程,分别构建了分散与集中式决策下的动态供应链模型。其次,以供应链的利润最大化为前提,利用微分博弈导出生产量、批发价、零售价和投入努力值的最优策略。结论表明:在生命周期的前部分,集中决策情形的供应链系统利润和产品价格低于分散决策情形,但越往后,其价格和利润都将逐步超过分散决策情形,且差距越来越大。

The assumption of increasing and decreasing return of scale has a significant impact on profit, price and demand with network externality. First, the network size established by the cost of inputs of differential equations for the network is construeted under dynamic supply-chain models characterized by decentralized and centralized decision-making. By building differential equations for network size, which constitute a function of network investment, supply-chain models are developed. Secondly, to maximize supply-chain profits as a precondition, by solving differential games, the optimal value of policies regarding wholesale production, retail price, and effort rate is obtained. The results demonstrate that, in the first part of the life cycle, price and s upply-chain system profit under centralized decision-making situations are lower than those under deeentrafized decision-making. However, it is found that, as time passes, their price and profit will gradually exceed those of decentralized decision-making, and the gap between them will increase.