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

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。

Research on Product Service Capacity Competition Mechanism Considering Channel Power Structure

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.