在位制造商面对入侵的整合策略研究

Research on Integration Strategy of Incumbent Manufacturer in the Face of Encroachment

通过构建由一个在位制造商、一个外部高质量制造商和一个零售商组成的二级供应链模型,研究了当在位制造商占主导地位时,外部高质量制造商入侵对供应链成员均衡决策的影响以及在位制造商面对高质量外部制造商入侵的整合策略选择问题。分析比较了在不同策略下,两种产品的批发价、售价、服务、利润等均衡解。研究发现:外部制造商的入侵能削弱供应链中的双重边际效应,有利于零售商和消费者;在位制造商不进行整合策略是严格劣策略,在位制造商的最优整合策略受产品差异度、服务效率以及生产成本的综合影响;当在位制造商选择纵向整合时,能进一步削弱供应链的双重边际效应,对供应链系统总绩效和消费者有利,应尽量避免制造商之间的横向整合;相比于完全整合,在位制造商更倾向于部分整合。

Considering the presence of external manufacturer encroaching the supply chain,a twolevel supply chain system was established that included an incumbent manufacturer,an external manufacturer and a retailer. The integration strategy of incumbent manufacturer and the impact of encroachment on the incumbent were explored. Two manufacturers sold heterogeneous products through a common retailer. Then the equilibrium solution of whole sale price,selling price and profitwere analyzed between the two competing products under different scenes.The results show that the encroachment of external manufacturer can weaken the double marginal effect in the supply chain,which is beneficial to consumers and retailer. Incumbent manufacturers′ non-integration strategy is a strictly dominated strategy. The incumbent manufacturer′s best integration strategy depends on the combined impact of the degree of the service efficiency,quality difference and the production cost.When the incumbent manufacturer chooses the vertical integration,it can further alleviate the double marginal effect of the supply chain and it is beneficial to the total performance of the supply chain system and the consumer,and should avoid horizontal integration between manufacturers.Incumbent manufacturer prefers partial integration compared to full integration.