考虑消费者异质性的制造外包风险管理策略研究

To reduce costs and improve productivity, more and more Original Equipment Manufacturers (OEMs) outsource their manufacturing or assembly functions to contract manufacturers. However, supply risks with manufacturing outsourcing increases the difficulty for the OEMs to manage their supply and affect their profitability and competitiveness. The project is going to study how to design management strategies to mitigate supply risks from manufacturing outsourcing. As the demand side composes of consumers whose willingness to pay or transaction costs are heterogeneous, the marketing strategies are proposed to manage the demand side through analyzing consumer behavior, and the operational strategies are proposed to manage the supply risks. By integrating the marketing and operations levers, the OEMs can better match supply with demand. The project is going to investigate three typical scenarios including single OEM single product, multiple OEMs single product and single OEM multiple products. After that, the bounded rational consumer will be analyzed by behavioral economics. The outcomes of the project are expected to propose a set of strategies for managing supply risks. The research findings will play a significant role in the development of theories for manufacturing outsourcing risks management and proving decision support for the OEMs to implement manufacturing outsourcing.

为了降低成本和提高效率，越来越多的原始设备制造商（OEM）将制造、装配等业务外包。但是，制造外包带来的供应风险使得管理供应端的难度增大，进而影响到OEM的盈利能力和竞争力。本项目研究如何设计策略才能有效的管理制造外包带来的供应风险。考虑到OEM的需求端是由支付意愿或交易成本不同的异质消费者构成，本项目通过分析异质消费者的决策行为，提出营销策略管理需求端，同时设计运营策略管理供应端风险，通过将营销与运营两个杠杆有机结合来匹配供应和需求。本项目针对单制造商单产品、多制造商单产品、单制造商多产品等三种典型情况进行研究后，运用行为经济学对异质消费者有限理性的情况进行拓展研究，期望提出一套考虑消费者异质性的供应风险管理策略。研究成果对于发展和完善制造外包风险管理理论和方法，为OEM实施制造外包提供决策支持等方面具有重要的意义。

为了降低成本和提高效率，越来越多的原始设备制造商（OEM）将制造、装配等业务外包。同时，制造外包带来的供应风险使得管理供应端的难度增大，进而影响到OEM的盈利能力和竞争力。本项目研究了存在制造外包风险下，OEM的采购、生产以及定价策略，聚焦于如何设计策略才能有效的管理制造外包带来的供应风险。项目用随机供应和供应中断形式下来刻画供应风险，并且考虑了需求端是由支付意愿或交易成本不同的异质消费者构成，通过分析异质消费者的决策行为，用营销策略管理需求端。通过将营销与运营两个杠杆有机结合来匹配供应和需求。本项目针对单制造商单产品、多制造商单产品、单制造商多产品等三种典型情况进行研究，其中对于多制造商单产品情形，用纳什博弈刻画了制造商的均衡策略，并扩展到供应链之间的竞争情况。对于不同的决策环境，探索了其中的规律并得到了相关的管理结论和启示。项目提出了一套考虑消费者异质性的供应风险管理策略。研究成果对于发展和完善制造外包风险管理理论和方法，为OEM实施制造外包提供决策支持等方面具有重要的意义。