考虑预期后悔的创新产品供应链领导结构研究

doi:10.3969/j.issn.1007-7375.2019.05.005

工业工程 ›› 2019, Vol. 22 ›› Issue (5): 32-42.doi: 10.3969/j.issn.1007-7375.2019.05.005

考虑预期后悔的创新产品供应链领导结构研究

张念, 李诗杨, 姜林, 蹇洁

重庆邮电大学经济管理学院, 重庆 400065

收稿日期:2019-01-17 出版日期:2019-10-31 发布日期:2019-10-29
作者简介:张念(1988-),男,湖北省人,讲师,博士,主要研究方向为供应链管理、决策分析
基金资助:
重庆市社会科学规划博士项目资助（2018BS71）；重庆市教育委员会人文社会科学研究项目资助（18SKGH045）；重庆市人文社会科学重点研究基地网络发展问题研究中心重点资助项目（2018skjd06）；重庆市高校重点实验室开放基金资助项目（ECML201704）；重庆邮电大学社会科学基金重点资助项目（2017KZD10）

Research on Power Structure of Innovation Product of Supply Chain Considering Anticipated Regret

ZHANG Nian, LI Shiyang, JIANG Lin, JIAN Jie

School of Economics and Management, Chongqing University of Posts and Telecommunications, Chongqing 400065, China

Received:2019-01-17 Online:2019-10-31 Published:2019-10-29

摘要/Abstract

摘要： 为了研究消费者的预期后悔对产品创新换代供应链的影响，构建了制造商领导（M）、销售商领导（R）及无领导（N）3种供应链博弈模型。针对不同领导市场，采用了理论比较和数值仿真分析了预期后悔、状态概率、创新属性及价值贬值率与均衡价格和系统利润的关系。研究表明如下。1）面对预期后悔的消费者时，创新品仍有吸引力，无领导结构仍然更加有利于消费者；面对高满足状态的消费者时，创新品可采用“撇脂定价策略”。2）实施持续换代的产品计划时，企业为长期发展应采取“适度创新策略”，当创新属性超过阈值时，对创新品采取“撇脂定价策略”；当产品贬值快时，对现任品采取“撇脂定价策略”，创新品采取“渗透定价策略”。

关键词: 消费者预期后悔, 产品创新换代, 市场领导结构, 定价策略

Abstract: To research the impact of consumers' anticipated regret on innovative products' upgrading strategy in the supply chain, theoretical models were established and solved in three market power structures, including manufacturer being leader (M), retailer being leader (R) and having no leader (N). And then, the impact of some parameters are analyzed, including consumer's anticipated regret, innovation quality, depreciation rate and state probability, on the equilibrium results and system profit. The result show that, 1) facing strategic consumers' anticipated regret, innovative product remain attractive to consumers and the no leader (N) mode is good for consumers, while the state probability is high, pricing skimming is well suited for innovative product; 2) facing the continuous generation of innovative product, enterprises should adopt the strategy of moderate innovation for long-term development. When the innovation quality reaches the threshold, pricing penetration is well suited for innovative product. Under faster technical obsolescence, pricing skimming is well suited for current product and pricing penetration is well suited for innovative product.

Key words: consumers' anticipated regret, product innovation rollover, market dominant structure, pricing strategy

中图分类号:

F274

张念, 李诗杨, 姜林, 蹇洁. 考虑预期后悔的创新产品供应链领导结构研究[J]. 工业工程, 2019, 22(5): 32-42.

ZHANG Nian, LI Shiyang, JIANG Lin, JIAN Jie. Research on Power Structure of Innovation Product of Supply Chain Considering Anticipated Regret[J]. Industrial Engineering Journal , 2019, 22(5): 32-42.

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考虑预期后悔的创新产品供应链领导结构研究

Research on Power Structure of Innovation Product of Supply Chain Considering Anticipated Regret

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