考虑渠道权力和渠道结构的互补产品供应链的优化和博弈问题研究

Complementary product strategy has aroused extensive attention from industry and academe at home and abroad, and many enterprises have adopted it into their own development strategy system. By implementing complementary product strategy, 　 enterprises can increase their profits, enhance their competitiveness, and can make them willing to cooperate with each other. Different from the supply chains of single product and substitutable products, the demand complementarity of complementary products has a significant effect on the decisions of production/inventory, and pricing in supply chain management of complementary products; Moreover, there are all kinds of channel structures in supply chains of complementary products, and different channel members may have different channel powers. There are some theoretical meaning, practical value and widely application prospect in the research on optimization and game problems of the supply chain of complementary products by considering the channel structure and channel power. To the best of our knowledge, only few foreign scholars have considered the optimization and game problems of supply chain of complementary products by considering the channel power, and so far no domestic scholars have considered it. Especially the studies about the problems such as enterprise cooperation have not been done at home and abroad by considering the channel structure and channel power. The purposes of our project are to study the optimization and game problems of the complementary product supply chain by considering the channel structure and channel power and by using game theory and optimal optimization theory, which might set up a new field, might provide a theoretical basis for future work and might provide some theoretical support and substantial methods for decision-making.

互补产品战略已引起国内外企业界和学术界的广泛关注，许多企业将其纳入自身发展的战略体系。它不仅能提高企业利润、增强企业竞争力，还能使企业之间愿意合作。不同于单产品和替代产品供应链，互补产品之间的需求互补性对互补产品供应链管理中的生产/库存、定价等决策问题有着重大影响；另外，互补产品供应链的渠道结构多种多样，渠道成员的渠道权力大小不等。考虑渠道权力和渠道结构的互补产品供应链的优化和博弈问题研究具有一定的理论意义、实践意义和应用前景。目前，考虑渠道权力的互补产品供应链的优化和博弈问题的相关研究成果在国外还非常少见，在国内还未出现；特别是，研究不同渠道权力结构下互补产品供应链上企业合作等问题的相关成果在国内外还未出现。本课题拟基于博弈理论、最优化理论等，研究考虑渠道权力和渠道结构的互补产品供应链的优化和博弈问题，以期开辟这方面研究的新领域，奠定其理论基础，为企业决策提供理论依据和实用方法。

广泛应用于商业实践中的互补产品战略在提高产品效用和提升企业竞争优势上具有重要影响。本项目针对现实中互补产品供应链的多种不同渠道结构，研究了不同渠道权力结构下互补产品供应链的优化和博弈问题，为供应链节点企业的生产/销售等决策提供理论依据和实用方法。主要研究进展和成果如下：.首先，研究了包含两个制造商的单级互补产品供应链，考虑制造费用和市场需求中的模糊不确定性和两制造商之间不同的渠道权力，建立了定价决策模型，通过理论分析和数值研究，得到了一些有意义的理论结果和管理启示。.其次，研究了包含两个制造商和一个零售商的二级互补产品供应链，考虑制造商之间以及制造商与零售商之间可能存在的渠道权力结构，1）研究了互补产品定价与质保期决策问题，通过分析比较得到了一些既有理论价值又有现实指导意义的管理启示；2）研究了不确定环境下互补产品定价和订购量决策问题，对最优策略进行了分析，给出管理启示和管理解释； 3）研究了当其中一个制造商开辟网上直销渠道时的最优定价决策问题，通过比较分析和参数的敏感性分析，得到了一些对管理者有指导意义的管理启示。.再次，考虑了两个包含一个制造商和一个零售商的互补产品供应链。1）为了提高供应链节点企业合作模式下的运作绩效，研究了垂直整合，上层水平整合和下层水平整合三种整合策略下的定价决策问题，比较分析了不同策略对供应链绩效的影响；2）考虑了制造商和零售商都拥有不确定市场需求预测信息时，研究了制造商和零售商之间信息分享与信息不分享的定价决策问题，分析了四种不同的信息分享策略对互补产品定价、企业利润和供应链利润的影响。.最后，在以上研究的基础上，我们还进行了不同渠道结构下闭环、替代产品供应链优化问题的研究，这些研究在理论和模型构造上对本项目的研究起到了参考和借鉴作用。.开展本课题研究四年来，共完成学术论文26篇，硕士学位论文5篇。在学术期刊上发.表论文19篇，其中14篇为SCI/SSCI索引论文。