具有促进销售作用业务的供应链外包模式决策研究

A Research on Outsourcing Mode of Business with Sales Promotion in a Supply Chain

分析外包业务的特点对供应链外包模式决策的影响。构建博弈模型,探讨外包业务的销售促进作用对外包模式决策及利润的影响。研究发现,当外包业务不具有销售促进作用时,多数情况下双方偏好同样的外包模式。即使不一致时,对于外包控制权也会互相“谦让”,而非“争夺”。当外包业务具有销售促进作用时,则双方在许多情况下偏好相反,且会出现“争夺”外包控制权的情形。生产商和分销商的业务外包商在业务成本方面的差异对于双方外包模式的偏好具有重要的影响。

The influence of the characteristics of outsourcing business on the decision-making of supply chain outsourcing mode is analyzed.Based on game theory,the outsourcing mode decision by whether the outsourcing business has a sales promotion role is studied,with several meaningful findings.When the outsourcing business does not have a sales promotion function,the manufacturer and the retailer have a common preference for the business outsourcing model in most cases.Even if the agreement is not met,both sides will hand over control,rather than compete against each other.When the outsourcing business has a sales promotion role,the two parties show opposite preferences for the business outsourcing mode in many cases,and there will be situations in which both sides no longer hand over control,but compete with each other.The difference in business costs between the business outsourcing partners of producers and retailers has an important influence on the preferences of the business outsourcing model.