考虑渠道权利结构的产品服务能力竞争机制研究——制造商服务视角

中国管理科学 ›› 2014, Vol. 22 ›› Issue (7): 107-115.

考虑渠道权利结构的产品服务能力竞争机制研究——制造商服务视角

姚树俊^1,2, 陈菊红¹

1. 西安理工大学经济与管理学院, 陕西西安 710054;
2. 西安财经学院管理学院, 陕西西安 710100

收稿日期:2012-10-09 修回日期:2013-05-06 出版日期:2014-07-20 发布日期:2014-07-24
作者简介:姚树俊（1981-），男（汉族），山东巨野人，西安理工大学经济与管理学院，博士研究生，研究方向：供应链管理、服务型制造。
基金资助:
国家自然科学基金资助项目（71272117）；陕西省社科联2013、2014年度重大理论与现实问题研究项目（2013Z023，2014Z014）；陕西省教育厅科学研究项目计划（12JK0023）；西安财经学院科研基金项目资助；陕西省重点学科建设专项资金资助（1201）

Research on Product Service Capacity Competition Mechanism Considering Channel Power Structure

YAO Shu-jun^1,2, CHEN Ju-hong¹

1. School of Economic and Management, Xi'an University of Technology, Xi'an 710054, China;
2. School of Management, Xi'an University of Finance & Economics, Xi'an 710100, China

Received:2012-10-09 Revised:2013-05-06 Online:2014-07-20 Published:2014-07-24

摘要/Abstract

摘要： 本文针对两个制造商和一个零售商构成的产品服务供应链，以制造商提供服务为视角，研究了产品服务能力竞争问题。运用Stackelberg动态博弈，分别从制造商Stackelberg、零售商Stackelberg和垂直纳什三种不同权利结构情形，求解了供应链成员企业的均衡策略。通过分析服务成本与不同渠道权利结构下均衡结果之间的变化关系，提出能够满足不同客户需求特征的产品服务能力竞争策略。结果表明，当价格与服务能力水平都比较低时，RS价格领先型策略能够满足实惠型客户需求；当服务能力水平比较高时，VN服务领先型策略能够满足经济型客户需求；当价格比较高时，MS产品领先型策略能够满足专业型客户需求；当价格与服务能力水平都比较高时，产品服务融合策略能够满足品质型客户需求。最后，结合批发价格、服务能力水平、零售价格与服务成本之间的数值变化关系，分析了产品服务能力竞争策略的有效性。

关键词: 权利结构, 讨价还价能力, 服务能力, 供应链管理, 产品服务融合

Abstract: For product service supply chain consisting of two manufacturers and one retailer, the competition of product service capacity is studied from perspective of service provided by manufacturers in this paper. The equilibrium strategies of supply chain members are solved from three different situations: Manufacturers Stackelberg, Retailers Stackelberg and Vertical Nash, used by Stackelberg dynamic game. Meanwhile, product service capacity competition strategies are put forward to meet different customer demand characteristics, by combing with the relationship between service cost and equilibrium results under different channel power structure. The results shows that affordable customer demand can be meet by RS price dominant strategy, while all price and service capability level are lower. Economical customers demand can be meet by VN service dominant strategy, while service capability level is higher. Professional customer demand can be meet by MS product dominant strategy, while price is higher.Quality customer demand can be meet by product service fusion strategy, while all price and service capability level are higher. Finally, the effectiveness of product service capacity competition strategies are anglicized by combing with varying relationships between wholesale price, service ability, retail price and service cost respectively.

Key words: power structure, bargaining power, service capacity, supply chain management, product service fusion

中图分类号:

F224

姚树俊, 陈菊红. 考虑渠道权利结构的产品服务能力竞争机制研究——制造商服务视角[J]. 中国管理科学, 2014, 22(7): 107-115.

YAO Shu-jun, CHEN Ju-hong. Research on Product Service Capacity Competition Mechanism Considering Channel Power Structure[J]. Chinese Journal of Management Science, 2014, 22(7): 107-115.

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