不同合作模式下考虑产品参考质量的双渠道供应链质量决策
Dual-Channel Supply Chain Quality Decision-Making Considering Product Reference Quality under Different Cooperation Models

本文以两个品牌商与一个零售商组成的双渠道供应链为研究对象，研究了品牌商产品质量投入与服务成本分担率，零售商进行服务投入水平的微分博弈模型，在不同合作方式下比较了各方的最优均衡策略并得到了利润。研究发现：在一个品牌商选择与零售商合作时，该品牌商的产品质量和零售商的服务质量达到所有情况下的最大值，另一个品牌商与零售商的服务成本分担系数达到最大值；在两个品牌商合作时，品牌商的产品质量和零售商的服务质量最低。随着消费者参考质量系数的增加，线下渠道的销售量会增加，线上渠道的销售量会减少。
This paper takes a dual-channel supply chain composed of two brand manufacturers and one retailer as the research object, and studies the differential game model of brand manufacturers’ product quality investment and service cost-sharing rate, and the retailer’s service investment level. Under different cooperation modes, the optimal equilibrium strategies of all parties and their profits are compared. The research finds that when one brand manufacturer chooses to cooperate with the retailer, the product quality of this brand manufacturer and the service quality of the retailer reach the maximum value in all cases, and the service cost-sharing coefficient of the other brand manufacturer and the retailer reaches the maximum value; when the two brand manufacturers cooperate, the product quality of the brand manufacturers and the service quality of the retailer are the lowest. As the consumer reference quality coefficient increases, the sales volume of the offline channel will increase, and the volume of the online channel will decrease.