消费者效用视角下双渠道供应链的产品质量研发模式选择研究

Product Quality R&D Model Selection in a Dual-Channel Supply Chain under the Perspective of Consumer Utility

考虑到产品质量是影响消费者购买行为的关键驱动因素,运用动态博弈理论和非线性消费者效用函数对双渠道供应链中三种产品质量研发模式分别建模,讨论了各种质量研发模式对供应链成员的利润和消费者效用的影响,并利用二部定价契约协调供应链。三种产品质量研发模式分别为:制造商不进行产品质量研发、制造商独立进行产品质量研发和制造商与零售商合作进行产品质量研发。研究表明:(1)当进行产品质量研发时,批发价、零售价,直销价和产品质量研发水平均提高,并在合作研发下达到最大值,且上述决策变量均随着渠道竞争程度的增加而降低;(2)产品在传统零售渠道和线上销售渠道的销售量和消费者效用随着渠道竞争程度的增加而降低;(3)产品质量研发能够提高制造商的利润和消费者效用,且在合作研发模式下达到最大值;对零售商而言,采用制造商独立研发模式时利润最高,合作研发模式时利润最低;(4)为激励零售商参与研发,制造商利用二部定价契约来协调供应链,协调后产品的研发水平能够达到合作研发时的水平,同时消费者效用增加。数值仿真结果有效地证明了相关结论。

Considering that product quality is one of the key factors which affect consumer’ purchase behavior, the nonlinear consumer utility function, in the dual channel supply chain where the manufacturer is the leader of dynamic game and the retailer is the follower, is cited to analyze three different product quality R & D modes respectively, and the effects of various quality R & D modes on the profit and consumer utility of supply chain members are discussed alike. Subsequently, two-part tariff contract is used to coordinate the supply chain. There exist three product quality R & D modes including(i) product quality R & D not considered in the supply chain(ii) product quality R & D independently conducted by the manufacturer(iii) product quality R & D conducted by the manufacturer and the retailer alike. The results show that:(1) the wholesale price, retail price, direct selling price as well as product quality R & D level are improved when product quality R & D is carried out. Meanwhile, these values mentioned reach the maximum under mode iii, while the wholesale price, retail price, direct selling price and product quality R & D level are declined as the channel competition increases;(2) the sales volume in the traditional retail channel and online channel as well as consumer utility will be declined as the channel competition increases;(3) the profit of the manufacturer and consumer utility can be improved by product quality R & D. Meanwhile, these values mentioned reach the maximum under mode iii;as for the retailer, the profit will be motivated into the highest when the mode ii is used. Correspondingly, the lowest will be obtained when the mode iii is used;(4) in order to encourage the retailer to participate in R & D with the manufacturer, the two-part tariff contract is used to coordinate the supply chain. After coordination, the R & D level of products would be maintained as the level of that in mode iii along with the increasing of consumer utility. The numerical simulation is feasible as a tool to verify the validity of the model. Our research provides related ideas for enterprises to choose R & D mode moderately.