多渠道供应链中欺诈性仿冒产品的影响及其防治策略研究

The counterfeiting products have been fast increasing in the recent years and have a larger range than ever. They have been regarded as great threats to a company's profitability and its brand name, to consumers' healthy and safety issues, and even to the development of the global economy. There are still many gaps in the literature of the research of counterfeits, especially about deceptive counterfeits, which consumers cannot distinguish from authentic products in purchasing and thus have asymmetric information. Furthermore, the existing researches are mostly conducted in the fields of economics and marketing, but very few is in the field of supply chain management. To fill this research gap, we propose this project which will focus on the study of deceptive counterfeits in a supply chain with multiple channels. Note that, a brand name company can mitigate the risk of counterfeits' penetration by selling its products through multiple channels, while the competition among multiple channels may also hurt the company's profitability. Thus, many new and interesing research problems arise. In this project, we will use game theory, channel managemnet, supply chain coordination and strategic consumer behavior analysis to study the impact of deceptive counterfeits on the channel members in the supply chain with multiple channels, and how a company can prevent counterfeits' penetration more effectively through proper channel design. The outcome of this project should provide significant supports to many companies and governments' decisions, and also extend the scope of the research on channel management.

当今仿冒产品的侵害范围越来越大，已严重威胁到了企业的利润和信誉、消费者的健康和安全，乃至全球经济的发展。但是，文献中关于仿冒产品的研究，特别是关于欺诈性仿冒产品（消费者在购买时并不知情，处于信息不对称的状况）的理论研究，仍有较多空白。而且已有研究偏重于经济学和市场营销学领域，较少存在于供应链管理领域。本项目着眼于欺诈性仿冒产品，从多渠道管理这一全新的角度出发进行研究。通过多渠道的销售，生产商能够分散单一渠道被仿冒产品侵入的风险，但销售渠道之间的相互竞争也有可能损害企业的总体利益，从而引出许多新的研究问题，是对传统渠道管理研究的有力推广。本项目将综合运用博弈论、渠道管理、供应链协调、消费者行为分析等理论方法，深入研究欺诈性仿冒产品在多渠道供应链中对各渠道成员的影响，以及如何合理地设计销售渠道以更有效地防治此类仿冒产品、实现渠道协调，为有关企业和部门提供决策支持。

本项目研究动机产生于对仿冒产品中欺诈性仿冒产品这一类别（消费者在购买时并不知情，处于信息不对称的状况）造成的影响（危害）及受影响的企业如何防治该类仿冒产品进行研究。在此之前，文献中关于仿冒产品的研究，特别是关于欺诈性仿冒产品的理论研究存在较多空白，偏重于经济学和市场营销学领域，而较少存在于供应链管理领域。我们将多渠道管理引入欺诈性仿冒产品的研究当中，综合运用博弈论、渠道管理、消费者行为分析等理论方法进行了较深入的研究。我们考虑了三种不同的渠道模式，分别为单渠道模式、认证零售商模式以及直属渠道模式，并分析了三种模式下对正品生产商、销售正品的零售商和销售仿冒产品的零售商各自的均衡定价策略，以及生产商应采用何种渠道模式以最大化其利润、降低受到仿冒产品侵入带来的损害。研究揭示了以下结论：（1）单渠道模式下政府的防治手段成效有限；（2）仿冒产品侵害程度不太严重时，正品厂商可能放任零售商继续销售仿冒产品；（3）仿冒产品泛滥时正品厂商的最佳策略为给予信誉好的零售商认证，同时中止向售假的零售商供货；或开设直属渠道。同时，我们的研究拓展了供应链管理中多渠道管理研究的范畴，并随后进一步应用类似的模型和方法对供应链管理中的竞合关系进行了研究，得到了一些较有趣的结论。这些研究有助于我们更好地了解欺诈性仿冒产品的影响、企业和政府应采取的定价、销售以及防治策略，为有关企业和部门提供决策支持。