基于消费者策略行为的互补产品供应链决策和绩效研究

The traditional relationships among enterprises are basically competitive; however, the competitive relationship has been unable to meet social development, with the segments and globalization of production and consumption, and the increasingly fierce market competition. The supply chain with complementary products has its unique characteristics, in which exists competition among supply chain members, but needs more among collaboration and cooperation for the supply chain channel. In reality, the strategic consumer behavior has significant effects on the supply chain decisions and performance. Therefore, we will study the supply chain with complementary products in this project, considering the uncertain demand and unreliable supply, and the risk attitudes of supply chain members, to explore the effects of strategic consumer behavior on supply chain decisions, and find the optimal decisions and contract for the decentralized supply chain. We also investigate the cooperative decision-making of the competitive members for the supply chain with complementary products, and provide the measure method for supply risk and the competitive decision model for multiple suppliers. Finally, we will explore the effects of strategic consumer behavior on supply chain coordination for the supply chain with complementary products, and provide the coordination mechanism for the decentralized supply chain with consumer strategy behavior based on unreliable supply and stochastic demand. This research project will produce some important results, which can expand the theory and methods for supply chain management and help the enterprise managers in the supply chain practice understand the effects of strategic consumer behavior on supply chain decisions and performance, and enhance the enterprises' service level and survive ability.

传统的企业间关系大多是竞争关系，但随着生产和消费的精细化和全球化，以及市场竞争的日趋激烈，企业间的竞争关系已不能适应社会的发展。互补产品供应链在现实中广泛存在，具有其独特的特点，既存在供应链成员间的竞争，但更需要供应链成员间的协作和合作。在现实中，消费者的策略行为会对供应链的决策产生重大影响。因此，本项目以互补产品供应链为研究对象，考虑市场需求不确定和供应方不可靠情形、以及供应链成员风险态度，探索"消费者策略行为"对供应链决策的影响，寻求供应链的最佳决策；研究互补产品供应链成员合作决策的方法，提出供应商的供应风险度量方法和竞争决策模型；在不可靠供应商选择的基础上提出考虑消费者策略行为的互补产品供应链的协调机制。本项目的研究将产生重要的理论结果，可以拓展供应链管理领域的理论和方法；有助于企业管理者在供应链运作实践中认识消费者策略行为因素对供应链决策和绩效的影响，提升企业的服务水平和生存能力。

随着生产分工的精细化，和市场竞争的日益加剧，互补产品市场已经成为产业竞争力和企业竞争优势的重要形成因素，捆绑销售和联合定价等互补品战略被越来越多的企业重视和应用。在这样的实践背景下，企业如何利用产品之间的互补性和关联性进行运营中的定价、库存、销售等决策是一个重要的问题。因此，项目以提高企业销售利润和改善其所在供应链绩效为目标，基于消费者的策略行为研究互补产品的供应链决策。主要有如下研究内容。.（1）考虑捆绑效应和供应链权利结构的互补产品捆绑定价决策。基于互补产品的相关性和捆绑效应，分析不同权利结构的分散供应链中互补产品的定价决策和捆绑策略，研究捆绑销售策略对企业和供应链绩效的影响，同时探讨供应链权利结构对互补产品捆绑销售策略的影响。 .（2）考虑供应链成员合作联盟行为的互补产品供应链捆绑与合作策略。基于合作博弈理论，考虑分散供应链中供应商和零售商的合作行为，分析不同合作联盟的形成、供应链成员的定价决策和利润分配，研究企业合作策略和零售商的捆绑策略。.（3）考虑供应链企业竞争行为的互补产品捆绑与产品竞争策略。研究当供应链面临外部竞争和内部竞争两种情形下，竞争企业的竞争产品策略和零售商的捆绑销售策略，并分析捆绑销售策略和企业产品竞争行为之间的相互影响。 .（4）考虑消费者策略行为的互补产品阶段捆绑和升级策略。考虑消费者策略行为和产品价值在整个销售期内存在的阶段价值降低特征，研究集中销售商的阶段捆绑策略和分散供应链中供应商的升级策略。.另外，还研究和项目主题相关程度比较高的延伸问题：考虑产品质量改进和口碑推广作用的客户体验决策，以及碳税约束下基于以旧换新的制造/再制造混合制造决策。.项目的研究得到了一批有理论贡献和实际应用价值的成果，有利于丰富和完善互补产品供应链管理的相关研究理论和方法，帮助企业有效实施互补产品战略，提高运营绩效和市场竞争力，同时有助于提高供应链的整体竞争力。