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基于产品技术共享的代工式供应链协调策略 被引量:4

Optimal Coordination Strategy for an OEM Supply Chain Based on Product Technology Sharing
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摘要 传统贴牌生产模式的弊端凸显,导致供应链上游的原始设备制造商(Original Equipment Manufacturer,以下简称OEM)都迫切通过引入自有品牌直销实现转型升级,但同时造成了与下游品牌制造商的冲突,供应链难以协调运作。考虑某OEM和品牌商构成的代工式供应链(中文称为OEM供应链),除了代工生产合作,OEM还通过品牌商的产品技术共享引入自有品牌在线直销。探讨基于销量收费机制与固定收费机制的产品技术共享策略的实施能否解决两者的利益冲突,促使OEM自有品牌的在线直销能够实现供应链成员的帕累托改进。结果表明,销量收费机制无法实现供应链成员的双赢,但固定收费机制能够实现。且OEM自有品牌产品相对于制造商品牌产品的替代程度越高,固定收费机制下的产品技术共享策略更容易实现供应链的协调运作。 Due to the serious drawbacks of the traditional OEM(Original Equipment Manufacturer)model,it is urgent to transform and upgrade the OEMs in the upstream of the supply chain by introducing private labels to sell directly through the online channel.However,it causes the cooperation conflicts with the brand manufacturers in the downstream of the supply chain and thus it is difficult to coordinate the supply chain’s operations.Therefore,an OEM supply chain that consisted of a brand manufacturer and an OEM was considered.In addition to the traditional OEM production cooperation,the OEM could also introduce a private label to sell through the online direct channel based on the product technology sharing from the brand manufacturer.Based on a sales charging mechanism and a fixed charging mechanism,the value of the product technology sharing strategy was explored.Furthermore,whether the implementation of this strategy could solve the conflict of interest between the two supply chain members and promote the Pareto improvement by the online direct selling of the OEM’s private label are studied.The results show that the sales charging mechanism cannot achieve a win-win situation for the supply chain members,but the fixed charging mechanism can. In addition,if the substitution level between the private label product and the national brand product is higher,it is easier to coordinate the supply chain by the product technology sharing strategy under the fixed charging mechanism.
作者 殷哲 吴娇 YIN Zhe;WU Jiao(School of Management,Shanghai University,Shanghai 200444,China)
出处 《工业工程与管理》 CSSCI 北大核心 2020年第3期59-65,共7页 Industrial Engineering and Management
基金 国家自然科学基金资助项目(71602108)。
关键词 OEM供应链 在线直销 自有品牌 供应链协调 产品技术共享 OEM supply chain online direct selling private label supply chain coordination product technology sharing
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