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基于三阶段Stackelberg动态博弈分析,构建了由制造商、零售商与最终顾客组成的三级供应链混合分销渠道主从对策模型,研究了制造商混合分销渠道独立决策和联合决策两种情况下如何制定产品质量控制策略的问题,分析了零售渠道市场份额比例、产品质量水平、销售价格对期望利润函数和最终顾客消费者剩余的影响,并探讨了其对制定供应链产品质量控制策略的影响。通过模型分析,可以证明:当制造商独立决策时,随着产品质量水平上升,零售商附加服务价值也将上升,期望利润增加,零售渠道市场份额比例越大,其将提供更高的产品质量水平;当制造商联合决策时,随着零售渠道市场份额比例增大,其产品质量水平将降低;当顾客属于服务敏感型时,随着附加服务价值上升,产品质量水平将提高,当顾客属于价格敏感型时,随着需求价格弹性系数上升,产品质量水平将会下降;并求出了市场份额比例的阈值参数,比较了零售渠道产品质量水平、直接渠道产品质量水平和混合渠道联合产品质量水平三者之间的关系。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结论的正确性,为该模型在实践中的具体应用指明了方向。
Based on the three-stage Stackelberg dynamic game analysis, a master-slave game model of three-tier supply chain hybrid distribution channel consisting of manufacturer, retailer and final customer is constructed, and how to make independent decision and joint decision of manufacturer’s mixed distribution channel are studied. The paper analyzes the problems of the product quality control strategy, analyzes the influence of the proportion of the market share of the retail channel, the product quality level, the sales price on the expected profit function and the final customer consumer surplus, and explores its impact on the formulation of the product quality control strategy of the supply chain. Through the model analysis, it can be proved that as the manufacturer’s independent decision-making, as the product quality level rises, the additional service value of the retailer will also rise. Expect profit to increase, and the greater the market share of the retail channel, the higher the product quality Level; when the manufacturer makes a joint decision, the level of product quality will decrease as the proportion of the market share of the retail channel increases; when the customer is service-sensitive, the product quality level will increase as the additional service value increases. When the customer belongs to When price-sensitive, as the price elasticity of demand increases, the product quality level will decrease; and the threshold parameter of the market share ratio has been obtained. The comparison of the product quality level of retail channel, the quality of direct channel product and the combined channel product quality The relationship between the three levels. Finally, a case study is carried out. The numerical results verify the validity of the model and the correctness of the conclusion, pointing out the specific application of the model in practice.