基于灰色市场可追溯的RFID技术策略与窜货行为的博弈研究

A Game Analysis on RFID Technology and Parallel Importation Based on Gray Market Traceability

考虑由一个制造商、一个零售商及两个独立市场(高端市场和低端市场)组成的供应链,针对零售商可能窜货而形成的灰色市场问题,构建了制造商RFID技术策略(采纳与否)和零售商窜货行为(窜货与否)的博弈模型,分析了RFID技术对灰色市场、企业收益及社会福利的影响,得到了博弈的纳什均衡策略。研究表明:1)窜货总是零售商的占优策略,而制造商RFID技术采纳策略取决于对零售商窜货的惩罚成本和RFID技术成本的高低;2)RFID技术和零售商窜货均会降低社会福利水平。

The Radio Frequency Identification(RFID)has got a great deal of development and application,however it still has not been implemented in gray market research.It is generally known that gray market has its concealment and complexity which makes it difficult to capture the related information,while RFID provides approach and technical method in addressing this problem.A supply chain with a retailer and a manufacturer who sells a single product in two separate markets is investigated:high-end market and low-end market.The manufacturer sells products directly to the consumer in high-end market,whereas the products are sold to the consumer in low-end market through the retailer.The gray market will be formed once the retailer diverts the products into the high-end market.RFID technology is first introduced into gray market which enables the manufacturer to capture the gray market information.Then a pure strategy game model is established based on manufacturer RFID strategies(adopting or not adopting)and retailer diverting strategies(fleeing or not fleeing),and four different strategy combinations of(N,N),(N,F),(A,N),(A,F)are analyzed,where(N,F)means manufacturer does not adopt RFID technology and retailer flees product.Finally the impact of RFID technology on the gray market and is analyzed the solution of Nash equilibrium is acquired.The results show that fleeing goods is retailer’s dominant strategy,and the manufacturer’s strategy of RFID technology depends on the penalty cost of fleeing goods and the cost of RFID technology.It is also found that both RFID technology and gray market will lower the total social welfare level.