考虑信息平台影响的供应链联合研发策略研究

基于消费者对信息平台可信度和产品绿色度的认知差异,构建包含零售商和制造商的Stackelberg博弈模型,探究信息平台影响下的供应链绿色产品研发策略,对比分析非联合研发策略和两种联合研发策略的优劣。研究表明:信息平台可信度和产品研发成功率的提高能推动绿色产品研发努力度和各方利润的增加;通过对比不同策略发现,存在收益共享比例的范围,使收益共享策略下的零售商和制造商利润都优于其他策略;尽管信息平台可信度的提高会使收益共享策略的研发努力度和零售商利润提升更快,但对制造商利润和供应链总利润的影响却并不明显。

Research on supply chain joint R&D strategy considering the influence of information platform

Based on the differences of consumers cognition on the credibility of information platform and product greenness, a Stackelberg game model including a retailer and a manufacturer was built to explore the R&D strategies of green products in supply chain under the influence of information platform, and the advantages and disadvantages of non-joint R&D strategy and two joint R&D strategies were compared and analyzed. The results show that the improvement of the credibility of information platform and the success rate of product R&D can promote the corporate effort and the profit of all parties. By comparing different strategies, it is found that when the revenue sharing ratio is in the middle range, the profit of both retailers and manufacturers under the revenue sharing strategy is better than other strategies. Although the improvement of information platform credibility leads to better manufacturers efforts and retailers profits under revenue sharing strategies, the impact on manufacturers profits and total supply chain profits is not obvious.