基于战略顾客行为的不同权力结构下供应链绩效

通过比较制造商主导、纳什均衡、零售商主导的博弈均衡, 分析战略顾客行为对供应链成员企业最优决策和绩效的影响. 结论表明: 供应链成员企业若正视战略顾客存在, 制定合理的决策, 则能达到互利共赢的局面; 供应链绩效的优劣情况取决于顾客战略行为程度的大小, 且高比例的战略顾客会持续恶化零售商主导的供应链绩效; 顾客会倾向于价格更低廉的零售商主导的市场结构.

Supply chain performance under different power structures based on strategic customer behavior

By comparing the game equilibrium of the different power structures, the influence of the strategic customers’ behavior on the optimal decision of the supply chain enterprises and supply chain coordination is analyed. The condusion shows that if the supply chain enterprises can face the existence of strategic customers and make reasonable decisions, it can achieve a win-win situation. The supply chain performance of different power structures depends on the degree of the strategic customer behavior. Only when the behavior of strategic customers becomes serious enough to exceed the critical value, the high proportion of strategic customers will deteriorate the profits of the retailer dominated supply chain. Strategic customers prefer the retailer-dominated market structure, because it makes the customers have great benefits of the low price.