摘要
考虑一个包含两个竞争的制造商和一个共同的零售商的供应链模型,制造商提供的产品是紧密可替代的,最终消费者对每个产品的需求与市场中产品的质量差异和该产品的货架空间相关.文中分析指出零售商的最优货架空间分配策略是使货架空间的比值等于产品在零售商总收益中的比值.文中研究供应链中的三种情况.在无质量改进的情况中,文中分析产品的货架空间和市场需求与产品的潜在需求、边际收益和货架空间弹性系数的关系.在单方质量改进的情况中,分析指出产品的最优质量改进水平和货架空间随着产品的潜在需求优势增大而提高.在同时质量改进的竞争均衡中,主要结论指出,当市场需求对质量差异的反应或者货架空间弹性系数越大,质量竞争的激烈程度提高,且制造商将采用更高质量水平;零售商和有质量改进成本优势的制造商将从质量竞争受益;质量成本劣势的制造商和整个供应链在质量竞争中受损;消费者将从质量竞争中获益.
This paper considers a supply chain with two competing manufacturers and a common retailer. The products provided by the two manufacturers are highly substitutable. The market demand of each product is based on the difference degrees of product quality and the shelf space of each product. The analysis shows that the retailer＇ s optimal strategy of shelf space allocation is that the ratio of product＇ s respective shelf space is equal to the ratio of the respective product＇ s revenues relative to total revenues. We consider three scenarios in the supply chain. In the scenario of non-quality-improvement, we investigate relations of shelf spaces and market demands to intrinsic demands, margin profits and the elasticity of shelf space. In the scenario of one-side quality-improvement, we show that, as product＇ s intrinsic demand increases, the optimal levels of quality im provement and shelf spaces increase. In the scenario of simultaneous quality-improvement, the main results indicate that, as the responsiveness of market demand to the difference of quality levels or the elasticity of shelf space increases, the intensity of quality competition increases and manufacturers adopt a higher quality level. The retailer and the manufacturer with cost advantageous of quality-improvement will benefit from the quality- improvement competition, while the manufacturer with cost disadvantageous of quality-improvement and the whole supply chain will lose. The consumer will benefit from quality competition.
出处
《管理科学学报》
CSSCI
北大核心
2010年第1期31-39,共9页
Journal of Management Sciences in China
基金
国家自然科学基金资助项目(70432001)
中国博士后科学基金资助项目(20070410166)
上海市重点学科建设资助项目(B210)
关键词
市场竞争
顾客价值
供应链
协调
价格竞争
shelf-space allocation
Nash equilibrium
coordination
jointly decision
retail competition
