制造商零部件开放供应策略下的定价决策
Pricing decisions under manufacturer's component open-supply strategy
摘要：
面对巨大的市场潜力和新兴行业竞争的加剧，拥有关键技术的产品制造商倾向于考虑是否实施零部件开放供应战略。本文研究了在不同顾客感知价值和不同成本结构下，垂直一体化制造商（生产关键零部件和终端产品）与外部产品制造商（使用外购关键零部件生产终端产品）之间零部件开放供应策略下的定价博弈。本研究首先建立一个三阶段的定价博弈模型，并在此基础上引入相对顾客感知价值，提出需求函数。在需求函数的基础上，得到了外部制造商采购决策的可行域以及在每个可行域中的最优价格决策。在此基础上，分析了相对顾客感知价值、成本结构和市场结构对纵向一体化制造商价格决策和最优利润的影响。最后，对于最优零部件供应策略，提出了一个广义封闭供应帕累托区，并建立了几种具体配置下的供应策略帕累托区。
英文摘要：
Faced with huge market potential and increasing competition in emerging industries, product manufacturers with key technologies tend to consider whether to implement a component open supply strategy. This study focuses on a pricing game induced by the component open supply strategy between a vertically integrated manufacturer (who produces key components and end products) and an exterior product manufacturer (who produces end products using purchased key components) with different customer perceived value and different cost structure. This study first establishes a three stage pricing game model and proposes demand functions by incorporating relative customer perceived value. Based on the demand functions, we obtain feasible regions of the exterior manufacturer's sourcing decision and the optimal price decision in each region. Then the effects of relative customer perceived value, cost structure, and market structure on price decisions and optimal profits of the vertically integrated manufacturer are demonstrated. Finally, as for the optimal component supply strategy, we present a generalized closed supply Pareto zone and establish supply strategy Pareto zones under several specific configurations.
机构、总结、中文摘要均由AI分析而来，可能存在错误，请以论文正文为准。
