摘要
通过比较制造商主导、纳什均衡、零售商主导的博弈均衡,分析战略顾客行为对供应链成员企业最优决策和绩效的影响.结论表明:供应链成员企业若正视战略顾客存在,制定合理的决策,则能达到互利共赢的局面;供应链绩效的优劣情况取决于顾客战略行为程度的大小,且高比例的战略顾客会持续恶化零售商主导的供应链绩效;顾客会倾向于价格更低廉的零售商主导的市场结构.
By comparing the game equilibrium of the different power structures, the influence of the strategic customers＇ behavior on the optimal decision of the supply chain enterprises and supply chain coordination is analyed. The condusion shows that if the supply chain enterprises can face the existence of strategic customers and make reasonable decisions, it can achieve a win-win situation. The supply chain performance of different power structures depends on the degree of the strategic customer behavior. Only when the behavior of strategic customers becomes serious enough to exceed the criticai value, the high proportion of strategic customers will deteriorate the profits of the retailer dominated supply chain. Strategic customers prefer the retailer-dominated market structure, because it makes the customers have great benefits of the low price.
出处
《控制与决策》
EI
CSCD
北大核心
2016年第3期458-466,共9页
Control and Decision
基金
国家自然科学基金项目(71571151
71371159
71201138)
教育部人文社会科学研究基金项目(12YJC630264)
国家社会科学重点基金项目(14AGL015)
关键词
战略顾客行为
权力结构
供应链绩效
strategic customer behavior
power structure
supply chain performance
