需求不确定性下双渠道供应链新产品上市策略
Optimal Strategy for New Product Launch in a Dual-channel Supply Chain under Demand Uncertainty
翁欣兰 1徐广业1
作者信息
- 1. 南京邮电大学 管理学院,江苏 南京 210003
- 折叠
摘要
在市场需求不确定性的情况下,针对双渠道供应链中上游制造商的新产品上市时序选择问题,分别考虑线下渠道与线上渠道同时上市、线下渠道先上市和线上渠道先上市三种新产品上市策略,并建立各策略下双渠道供应链上下游参与者决策博弈模型.在此基础上,利用动态博弈理论,通过对三种决策模型进行求解分析,揭示需求不确定性对制造商新产品上市策略的影响.研究结果表明,当线上渠道需求不确定程度较低时,制造商选择线下渠道先上市的策略会更有利;当线上渠道需求不确定性程度较高且线下需求不确定性较低时,制造商选择线上渠道先上市的策略更有利;当线上和线下需求不确定性程度都较高时,制造商选择两个渠道同时上市的策略更有利.
Abstract
Under the uncertainty of market demand,aiming at the selection of new product launch timing of upstream manufacturers in the dual-channel supply chain,three new product launch strategies were considered,including simultaneous listing of traditional channels and electronic channels,listing of traditional channels first and listing of electronic channels first,and the decision-making game model of upstream and downstream participants in the dual-channel supply chain under each strategy was established.On this basis,this paper uses dynamic game theory to reveal the impact of demand uncertainty on manufacturers'new product launch strategies by solving the analysis of three decision models.The results of the study show that when the demand for online channels is less uncertain,it is more advantageous for manufacturers to choose the strategy of launching first through traditional channels;when the degree of demand uncertainty of online channel is high and that of offline channel is low,it is more advantageous for manufacturers to choose the strategy of launching first through electronic channel.When the degree of uncertainty in online and offline demand is high,it is more advantageous for manufacturers to choose two channels for launching at the same time.
关键词
双渠道供应链/新产品上市/序贯分销/需求不确定性Key words
dual-channel supply chain/new product launch/sequential distribution/demand uncertainty引用本文复制引用
基金项目
国家自然科学基金(72072016)
江苏省研究生科研与实践创新计划(KYCX22_0875)
出版年
2024
NETL
NSTL
维普
万方数据