动态视角下医药供应链成员行为选择研究

A Study of Behavioral Selection of Pharmaceutical Supply Chain Members from Dynamic Perspective

动态微分博弈视角下,考虑制造商和零售商的短视、远见行为以及零售商的成本分担行为,研究其对医药供应链成员行为选择、研发与广告投入运营策略及供应链绩效的影响。针对“短视制造商+短视零售商”(SS)、“远见制造商+短视零售商”(FS)、“短视制造商+远见零售商”(SF)以及“远见制造商+远见零售商”(FF)4种行为模式,构建相应的微分博弈模型,分析并比较4种行为模式的成员策略及绩效。研究表明,无论药品制造商还是药品零售商,远见行为均为主导策略,并且当双方均选择远见行为时,整个供应链的利润会更高。此外,药品零售商的广告成本分担行为可以增加医药供应链成员双方的利润,而成本分担比例在其与短视制造商合作时会更高。

Based on the dynamic differential game,the short-sighted and far-sighted behaviors of manufacturers and retailers as well as the cost-sharing behaviors of retailers are considered to study their influences on the behavioral choices of pharmaceutical supply chain members,research and advertising investment operation strategies,and supply chain performance.A differential game model is constructed for four behavior modes:short-sighted manufacturers and retailers(SS),far-sighted manufacturers and short-sighted retailers(FS),short-sighted manufacturers and far-sighted retailers(SF),and far-sighted manufacturers and retailers(FF).The member strategy and performance of four behavior patterns are analyzed and compared.The research shows that:far-sighted behavior is the dominant strategy for both drug manufacturers and drug retailers,and choosing far-sighted behavior,both parties'profit throughout the supply chain will be higher;in addition,the advertising cost sharing behavior of drug retailers can increase the profit of pharmaceutical supply chain members,and cost-sharing ratio in its cooperation with short-sighted manufacturers will be higher.