摘要
在木质家具市场趋于饱和的当下,木质家具制造企业供应链间的竞争愈发突出,竞争策略优化已成为决定企业生存发展的核心命题。采用产品生命周期理论为基础,以2条木质家具制造企业供应链为研究对象,将木质家具产品价格、原木成本、线上线下宣传成本作为效用函数的决策变量,并引入模糊随机方法处理函数中的敏感系数,通过纳什博弈与斯坦克尔伯格博弈方法,结合全渠道零售结构,研究不同生命阶段下木质家具制造企业供应链竞争策略。研究表明,斯坦克尔伯格博弈下的效用值更高,较纳什博弈提高约4%;在不同博弈下,2个木质家具制造企业的效用均会随着木质家具生命阶段的发展而降低;木质家具制造企业应根据产品所处生命周期阶段动态调整竞争策略,尤其在引入期和发展期优先采用差异化定价与成本控制策略。
In the wood furniture market tends to be saturated at the moment,the competition between the supply chains of wood furniture manufacturing enterprises has become more and more prominent,and the optimization of competitive strategy has become a core proposition to determine the survival and development of enterprises.This paper takes the product life cycle theory as the basis,takes two wooden furniture manufacturing enterprise supply chains as the research object,takes the wooden furniture product price,log cost,online and offline publicity cost as the decision variables of the utility function,and introduces the fuzzy stochastic method to deal with the sensitivity coefficients in the function,and studies the wooden furniture manufacturing enterprise supply chain competition strategy in different life stages through Nash game and Stankelberg game method,combined with the omnichannel retail structure.The study shows that:the utility value is higher under the Stankelberg game,which is about 4%higher than that of the Nash game;the utility of the two wooden furniture manufacturing enterprises will decrease with the development of the life stage of the wooden furniture under different games;the wooden furniture manufacturing enterprises should dynamically adjust their competitive strategies according to the life cycle stage of the products,and give priority to the use of differentiated pricing and cost control strategies,especially in the introduction period and the development period.
作者
宋文博
董景峰
陶新民
SONG Wenbo;DONG Jingfeng;TAO Xinmin(College of Civil Engineering and Transportation,Northeast Forestry University,Harbin 150040,China)
出处
《森林工程》
北大核心
2026年第1期103-115,共13页
Forest Engineering
基金
国家自然科学基金项目(62176050)。
