创新驱动下三级供应链分销渠道产品质量控制策略研究

基于四阶段Stackelberg动态博弈分析，构建了一个制造商、两个竞争零售商与最终顾客组成的三级供应链分销渠道质量控制模型，研究了创新驱动下在三级供应链中如何设计分销渠道策略和如何制定产品质量控制策略的问题.建立了分销渠道三种策略模型 （直接渠道策略、间接渠道策略、混合渠道策略），并分析了创新驱动下三种分销渠道策略对制造商产品质量决策、零售商产品采购决策、 期望收益函数以及最终顾客消费者剩余的影响.可以证明：当存在创新驱动条件下，产品质量水平、批发价格、零售价格均将上升，制造商期望收益将下降，零售商期望收益将增加，最终顾客消费者剩余将会增加；当制造商选择间接渠道策略时，产品质量水平和零售价格均将下降，最终顾客的消费者剩余也会降低；当制造商选择低产品质量而采取间接渠道策略时，消费者剩余将会增加；当制造商选择高产品质量而采取间接渠道策略时，消费者剩余最低，这些结论也是对本领域相关研究的有力补充，具有一定的现实指导意义.最后，进行了算例分析，数值计算结果验证了所建模型的有效性和正确性，为该模型在实践中的具体应用指明了方向.

Products quality control strategy of distribution channel in three-echelon supply chain under the condition of R&D motivation

Based on four-stage Stackelberg dynamic game analysis, this paper constructs products quality control model of distribution channel in three-echelon supply chain which is composed by one manufacturer, two retailers and the final customers, and studies how to make products quality control decision and design distribution channel strategy with R&D motivation. We develop three types of distribution channel strategy model (direct channel strategy, indirect channel strategy and mixed channel strategy), and analyze the distribution channel strategy with R&D motivation how to influence manufacturer's products quality decision, retailer's products purchase decision, expected profits function and the customer's consumer surplus. Our paper will demonstrate that: when there exists R&D motivation, products quality level, wholesales price and retailing price will increase, the manufacturer's profits will decrease, the retailer's profits and the customer's consumer surplus will increase; when the manufacturer chooses indirect channel strategy, the products quality level and retailing price will reduce, the customer's consumer surplus will also decrease; when the manufacturer who chooses low products quality takes indirect channel strategy, the customer's consumer surplus will increase; when the manufacturer who chooses high products quality takes indirect channel strategy, the customer's consumer surplus will be lowest, our conclusions will be a strong complement in the research field. Above all, we conduct an example analysis, the numerical computing results prove the model's effective and conclusion's corrective, which will indicate the further specific application direction in practice.