基于信息传递和渠道构建的供应链竞合策略研究

Given the prevalent phenomena of information asymmetry and supply-demand mismatch during the new product promotion process, this project focuses on two important operational strategies: product information transmission and supply chain channel structure, and investigates their strategic interactions and significant impacts on the firm’s and supply chain’s performances. By enterprise survey and empirical research, we first identify how the different types of asymmetric information and channel structure could influence the firms' equilibrium strategies and payoffs. Second, via modeling and optimization methods, we build a supply chain model with asymmetric demand information to uncover the strategic impact of retailer's information acquisition and sharing decisions on the manufacturer’s channel selection decision. We then build a supply chain model with asymmetric demand information and derive the manufacturer’s optimal joint information disclosure and channel selection strategy, so as to examine its impact on improving supply chain information transparency. Finally, we will build a supply chain model with asymmetric transaction cost information and investigate the firms’ interacted information sharing strategies, therefore proposing a supply chain information flow coordination mechanism. The results in this project could provide both theoretical evidence and practical guidance to the firms to better design their supply chain channel structure and information transmission strategies during the new product promotion process.

针对新产品销售过程中的信息不对称和供需不匹配现象，本课题聚焦两类能够对新产品推广产生重要影响的企业运营决策：产品信息传递和供应链渠道构建，研究信息传递与渠道构建决策之间的交互影响机理及其对于改善企业个体和供应链整体绩效的重要意义。首先，通过企业调研和实证分析，归纳和总结不同类型的不对称信息和渠道结构对于企业个体决策和收益的影响方式。其次，运用数学建模与优化方法，建立需求信息不对称下的供应链决策模型，揭示零售商信息获取与分享决策对于供应商渠道构建决策的反向影响作用；建立供应信息不对称下的供应链决策模型，解析供应商联动渠道构建与产品质量信息披露决策，挖掘其对于提升供应链信息透明度的重要作用；建立成本信息不对称下的供应链决策模型，求解多企业交互式信息分享决策，提出有效提升供应链绩效的信息流协同运作方案。研究成果可以为企业在新产品推广中设计高效的供应链渠道结构和信息传递机制提供理论依据与现实指导。

本课题重点研究了两类能够对新产品推广产生重要影响的企业运营决策：产品信息传递和供应链渠道构建，研究信息传递与渠道构建决策之间的交互影响机理及其对于改善企业个体和供应链整体绩效的重要意义。此外，本课题还关注了供应链企业所面对的多源不对称信息，并通过设计差异化的信息策略，来降低供应链运营中信息不对称风险并提升决策效率。该课题研究成果集中刻画了不对称信息、差异化信息策略、消费者行为和供应链运营管理之间的交互逻辑，为企业合理运用信息技术提升决策精准度和供应链效率，以及为政府制定与规范信息机制以提升社会福利提供了科学的理论借鉴和决策支持。研究成果发表在国际顶级期刊（UTD 24 认定）Production and Operations Management （2篇），领域顶级期刊: Naval Research Logistics (1篇)，Journal of Retailing（1篇）和Decision Science（1篇）以及运营管理权威期刊： Decision Support Systems(1篇)，Omega（2篇），Industrial Management & Data Systems（1篇），Computers & Industrial Engineering（1篇）。