基于顾客价值的双渠道供应链创新投入研究

Research on Innovation of Retailers’ Dual Channel Supply Chain Based on Customer Value

文章从供应链创新投入的角度,建立了考虑顾客价值的零售商双渠道供应链模型,运用Stackelberg博弈理论进行求解,讨论了四种不同的投资决策对零售商和供应商的价值函数的影响,为零售商和供应商进行创新投入提供决策参考。研究结果表明:当零售商对顾客价值的关注程度比较高时,零售商价值和供应商价值普遍提高;当供应商或者零售商进行创新投入时,市场需求量增加,并且在适当的创新投入下,可使零售商和供应商的价值增加。在关注顾客价值的情况下所进行的研究对于全面提升零售商和供应商价值具有重要的意义。

From the perspective of innovation investment in supply chain,this paper establishes a retailer dual channel supply chain model considering customer value,and uses the Stackelberg game theory to solve the problem.The influence of four different investment decisions on the value function of retailers and suppliers is discussed,and the innovation input for the retailers and suppliers is provided.The results show that when retailers pay more attention to customer value,retailer value and supplier value are generally improved,and when suppliers or retailers make innovative investment,the market demand can be increased and the value of retailers and suppliers can be increased under appropriate innovation investment.