三种混合分销渠道条件下供应链产品质量控制策略研究

doi:10.16381/j.cnki.issn1003-207x.2017.03.013

中国管理科学 ›› 2017, Vol. 25 ›› Issue (3): 111-120.doi: 10.16381/j.cnki.issn1003-207x.2017.03.013

三种混合分销渠道条件下供应链产品质量控制策略研究

朱立龙^1,2, 郭鹏菲¹, 孙淑慧¹

1. 山东师范大学商学院, 山东济南 250014;
2. 山东大学管理学院, 山东济南 250100

收稿日期:2015-10-10 修回日期:2016-03-21 出版日期:2017-03-20 发布日期:2017-05-27
通讯作者: 朱立龙(1983-),男(汉族),山东日照人,山东大学管理学院博士后,山东师范大学副教授,E-mail:zhulilong2008@126.com.
基金资助:
国家社会科学基金重点项目（13AGL012）；山东省社会科学规划项目（16CQXJ03）；中国博士后科学基金面上项目（2015M580597）；山东省博士后创新项目（201503009）

Products Quality Control Strategy of Supply Chain in the Condition of Three Types of Mixed Distribution Channel

ZHU Li-long^1,2, GUO Peng-fei¹, SUN Shu-hui¹

1. School of Business, Shandong Normal University, Ji'nan 250014, China;
2. School of Management, Shandong University, Ji'nan 250100, China

Received:2015-10-10 Revised:2016-03-21 Online:2017-03-20 Published:2017-05-27

摘要/Abstract

摘要： 考虑当供应商自建Internet网上渠道、零售商自建Internet网上渠道、委托第三方网络提供商建Internet网上渠道三种情况下，混合分销渠道中如何制定产品质量控制策略的问题，通过构建Stackelberg主从动态博弈模型，分析了市场份额比例、利润分配比例、需求价格弹性系数、质量成本系数对混合渠道产品质量控制策略的影响，以及对不同渠道产品需求、期望利润函数和消费者剩余的影响。通过模型分析，可以证明：随着市场份额比例的增加，供应商自建Internet网上渠道时产品质量水平将高于委托第三方建Internet网上渠道时高于零售商自建Internet网上渠道时；当供应商自建Internet网上渠道时，产品质量水平和供应商期望利润先下降后增加，呈U型；当零售商自建Internet网上渠道时，零售渠道需求量和零售商期望利润将增加；当委托第三方建Internet网上渠道时，各参数关系取决于供应商利润分配比例的阈值。最后，进行了算例分析，为该模型在实践中的具体应用指明了方向。

关键词: 传统零售渠道, Internet网上渠道, Stackelberg动态博弈, 产品质量控制策略

Abstract: In this paper, Stackelberg dynamic game model is constructed and how to make a products quality control strategy when the supplier and retailer self-build and entrusting a third party builds the internet channel is analyzed. How the market proportion, supplier's profit sharing ratio, the demand price elasticity and quality cost function affect products quality control strategy in mixed distribution channel, and further influence the demand of retailing channel and internet channel, the expected profits function and consumers surplus are analyzed. The model analysis demonstrates that:with the increasing of retailing channel market proportion, the products quality level when the supplier self-builds the internet channel will be higher than that when entrusting a third party builds the interner channel and also higher than retailer self-builds the interner channel; when the supplier self-builds internet channel, the products quality level and supplier's expected profits will decrease firstly and then increase, namely U-shape; when the retailer self-builds internet channel, the demand of retailing channel and retailer's expected profits will increase; when entrusting a third party builds internet channel, the parameters depend on the threshold of supplier's profit sharing ratio. Above all, a numerical example which will indicate the further specific application direction in practice is conducted.

Key words: traditional retailing channel, internet channel, stackelberg dynamic game, products quality control strategy

中图分类号:

F253.4
C931

朱立龙, 郭鹏菲, 孙淑慧. 三种混合分销渠道条件下供应链产品质量控制策略研究[J]. 中国管理科学, 2017, 25(3): 111-120.

ZHU Li-long, GUO Peng-fei, SUN Shu-hui. Products Quality Control Strategy of Supply Chain in the Condition of Three Types of Mixed Distribution Channel[J]. Chinese Journal of Management Science, 2017, 25(3): 111-120.

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三种混合分销渠道条件下供应链产品质量控制策略研究

Products Quality Control Strategy of Supply Chain in the Condition of Three Types of Mixed Distribution Channel

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