生态链中考虑附加产品销售策略选择研究

Research on Sales Strategy Selection of Add-on Product on Product Ecology

考虑一个包含一个制造商和一个核心企业的二级供应链,制造商为核心企业代工产品,在自营渠道可以选择销售基础产品,或者包含附加产品的联合产品,核心企业对来自制造商的基础产品再加工,赋予产品生态链系统功能,核心企业可以选择不销售附加产品、将两产品打包捆绑销售、独立销售三种策略。基于上述假设,构建生态供应链博弈模型,分析比较各策略中供应链成员的收益,进而讨论核心企业和制造商的策略选择问题。研究表明:不论制造商自营渠道销售何种产品,核心企业总会选择独立销售核心产品和附加产品策略;制造商的选择受到附加产品成本和质量、生态服务和基础产品质量的联合影响。

This paper considered a two-level supply chain contained a manufacturer and an ecological firm.The manufacturer produces products for the eco-firm,and can choose to sell base product or joint product containing add-on product in self-run channels.The eco-firm reprocesses the base product from the manufacturer and entrusts the functions of ecological chain system.Eco-firm can choose three strategies:Non-sales,bundling or independent sales.Based on the above assumptions,we constructed an ecological supply chain game model to analyze and compare the benefits of supply chain members in each strategy,and discussed the strategy selection of eco-firm and manufacturer.The results show that no matter what kind of products manufacturer sells through its self-run channels,eco-firm always choose independent sales.Manufacturer's choice is impacted by the cost and quality of additional products,ecological services and the quality of basic products.