竞争环境下新创企业的供应链管理模式选择——应急采购VS饥饿营销

The Choice of New Ventures Supply Chain Management Modes under Competition--Emergency Sourcing VS Hunger Marketing

考虑需求不确定下,新创企业和在位企业两条异质供应链竞争对供需匹配策略的影响,运用Bertrand模型比较新创企业供应链实施应急采购和饥饿营销两种策略下的均衡价格和均衡销量,以及供应链的期望利润随市场基本需求和产品替代系数的变化情况。研究发现,当实现的需求不确定性小时,饥饿营销策略下需求响应时间不会影响新创企业供应链的均衡价格和均衡销量;而当实现的需求不确定性大时,实施饥饿营销策略的新创企业供应链里零售商的最优定价会高于应急采购策略的均衡价格,而最终的销量会低于应急采购策略的均衡销量。即使应急采购的额外成本为零,新创企业供应链的期望利润在实施了饥饿营销策略之后,也会比应急采购策略下的期望利润大,并且期望利润的增加率随市场基本需求单调递增,随产品替代系数单调递减。这也意味着新创企业供应链可以有效实施饥饿营销策略。

Considering the uncertain demand,the impact of the competition of two heterogeneous supply chains,an incumbent and a new venture,on the strategies of matching the supply and demand are studied using Bertrand model.Equilibrium prices,equilibrium quantities,and variance of the expected profits of the new venture supply chain with the market’s basic demand and the product’s substitute coefficient are compared between the emergency sourcing strategy and the hunger marketing strategy under random demand.It is shown that when the realized uncertain demand is small,equilibrium prices and equilibrium quantities will not be influenced by the demand response time with the hunger marketing strategy;however,when the realized uncertain demand is large,the optimal price of the retailer in new venture supply chain with the hunger marketing strategy will be higher than the equilibrium price with the emergency sourcing strategy and the retailer’s sales volume with the hunger marketing strategy will be lower than the equilibrium quantity with the emergency sourcing strategy.It is also shown that the expected profit of the new venture supply chain with the hunger marketing strategy will also be bigger than that with the emergency sourcing strategy even when the additional emergency cost is zero.Besides,the expected profit increase rate is increasing monotonically in the market’s basic demand and decreasing monotonically in the product’s substitute coefficient.It means that the hunger marketing strategy is effective to the new venture supply chain.