网络外部性不同主导模式下链与链竞争企业的最优策略

在网络外部性环境下,本文考虑不同主导模式的两条供应链间企业存在竞争时的最优决策问题。通过建立零售商和制造商分别主导供应链的企业竞争决策模型并对模型进行分析,给出不同结构模式中各条供应链成员的最优价格策略。研究结果表明,不同主导模式下供应链的竞争强度和网络外部性影响着竞争供应链的批发价格,而竞争供应链产品的销售价格只与网络外部性系数和竞争强度有关,与主导模式无关。最后,借助算例分析了不同主导模式下链与链的最优决策如何受网络外部性系数和竞争强度两个因素的影响。研究相关结论可以为网络外部性竞争产品的定价及销售提供实践指导。

In the environment of network externality,this paper studied the optimal decision-making problem of enterprises competing between two supply chains with different domination modes.Through the establishment and analysis of the competition decision-making model of retailer-dominated and manufacturer-dominated supply chains,it gave the optimal price strategy of each supply chain member in different structural modes.The results showed that,the competitive intensity and network externality of supply chains under different domination modes affect the wholesale price of the competitive supply chain,while the selling price of the competitive supply chain products is only related to the coefficient of network externality and the competitive intensity,but not to the domination mode.Finally,with the analysis of examples,we analyzed the effect of network externality coefficient and competitive intensity on the optimal decision of the chains with different domination modes.The conclusion can provide practical guidance for pricing and sales of network externality competitive products.