The Research on Retailer's Information Acquisition Strategy Under Manufacturer's Different R&D Models
In the fierce market competition,manufacturers need to continuously conduct product R&D in order to maintain their core competitiveness,while retailers need to keep abreast of consumer preferences while paying attention to product R&D programs.To study the best information acquisition strategy of retailers under different R&D models of manufacturers,a game model is constructed under different strategy combinations based on two R&D models:quality improvement and cost reduction.We find that regardless of whether the manufacturer invests in R&D or not,the retailer acquires consumer preference information when the cost of information acquisition is below the corresponding threshold,but R&D investment relaxes the cost threshold for retailer to acquire information and facilitates the willingness to engage in information acquisition.The choice of the manufacturer's R&D model is influenced by the investment coefficient;when the quality investment coefficient is small and the cost investment coefficient is large,the manufacturer chooses to improve the quality,on the contrary,the manufacturer chooses to reduce the cost.In addition,numerical examples show that retailers'access to information is beneficial to consumer surplus and social welfare.
万方数据
维普
