考虑营销努力和创新能力的制造商激励供应商创新决策研究

发布时间：2018-04-03 23:23

本文选题：营销努力　切入点：创新能力　出处：《系统工程理论与实践》2017年12期

【摘要】：本文研究了一个由供应商负责提升关键零部件性能的创新,制造商负责产品制造与销售的供应链运作系统,考虑当营销努力水平和产品创新程度同时影响需求时,制造商激励供应商创新的决策行为.基于激励方式的不同,构建了三种激励决策模型,探讨不同情形下创新效应和营销努力效应对供应链成员决策影响的互动机制.研究结果表明:产品创新效应是制造商激励供应商创新的内在推动机制,营销努力效应在一定程度上推动了创新活动的发展;产品创新效应和营销努力效应对供应链成员决策和利润有积极的影响;创新效应和营销努力效应联合作用下,基于质量批发价格契约制造商可以获得较高的利润,但此时供应商创新水平较低甚至低于批发价格契约情形,继而文章进一步引入了成本分担契约,并论证了成本分担契约能够使制造商获得最优收益,同时有效地激励供应商创新.
[Abstract]:This paper studies a supply chain operation system in which the supplier is responsible for improving the performance of the key components, and the manufacturer is responsible for the manufacture and sale of the product, considering that when the level of marketing effort and the degree of product innovation affect the demand at the same time,Manufacturer's decision-making behavior that motivates supplier innovation.Based on the different incentive modes, three incentive decision models are constructed, and the interactive mechanism of the influence of innovation effect and marketing effort effect on the decision making of supply chain members under different circumstances is discussed.The results show that: the product innovation effect is the intrinsic driving mechanism for manufacturers to stimulate supplier innovation, and the marketing effort effect promotes the development of innovation activities to a certain extent;The product innovation effect and the marketing effort effect have the positive influence on the supply chain member's decision and the profit, under the innovation effect and the marketing effort effect union action, the manufacturer can obtain the higher profit based on the quality wholesale price contract.However, the innovation level of supplier is lower or lower than that of wholesale price contract, and then the cost sharing contract is introduced, and it is proved that the cost sharing contract can make the manufacturer obtain the best income.At the same time, effectively stimulate supplier innovation.
【作者单位】：华中科技大学管理学院;
【基金】：国家自然科学基金重大国际交流与合作资助项目(71320107001) 国家社会科学基金(17BGL139) 河南省高等学校哲学社会科学应用研究重大项目(2017-YYZD-10)~~
【分类号】：F274

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