本文選題：競合 + 市場進(jìn)入　； 參考：《南京大學(xué)》2017年碩士論文

【摘要】：本文主要考慮了由一個原始設(shè)備制造商(OEM)和一個合同制造商(CM)組成的二級供應(yīng)鏈,在該二級供應(yīng)鏈上,OEM將產(chǎn)品外包給CM進(jìn)行生產(chǎn),然后由OEM貼牌銷售給消費者。我們最主要研究的問題是,CM是否應(yīng)該推出縱向差異化產(chǎn)品進(jìn)入下游OEM所在市場。我們建立了兩個博弈模型,一個是CM不進(jìn)入模型,一個是CM進(jìn)入模型。我們假設(shè)市場上存在兩類異質(zhì)性消費者,一類是忠誠類(Royalist-type)消費者,一類是機會類(Switcher-type)消費者。通過對模型的比較分析,我們發(fā)現(xiàn)S類消費者人數(shù)以及他們最大支付意愿會影響CM進(jìn)入市場的決策。i)如果OEM只覆蓋R類消費者市場,CM一定會推出差異化產(chǎn)品進(jìn)入市場;如果OEM同時覆蓋R、S兩類消費者市場,當(dāng)S類消費者人數(shù)以及他們的最大支付意愿滿足一定條件時,CM不會推出差異化產(chǎn)品進(jìn)入市場。ii)在大多數(shù)的情況下,CM進(jìn)入市場對其自身的收益是有利的,甚至在滿足一定的條件下,CM進(jìn)入市場能帶來雙贏的局面。從OEM的角度看,CM進(jìn)入市場的決策會直接影響它消費者市場覆蓋的傾向。
[Abstract]:In this paper, a secondary supply chain consisting of an OEM and a contract manufacturer (CM) is considered. In the secondary supply chain, OEM outsources the product to CM for production, and then OEM stickers sell it to consumers. Our main question is whether CM should introduce vertical differentiation products into the downstream OEM market. We establish two game models, one is CM does not enter the model, the other is CM entry model. We assume that there are two kinds of heterogeneous consumers in the market, one is the Royalist-type consumer, the other is the Switcher-type consumer. Through the comparative analysis of the model, we find that the number of S consumers and their maximum willingness to pay will affect CM's decision to enter the market. I) if OEM only covers R consumer market, CM will definitely launch differentiated products to enter the market. If the OEM covers the RMS consumer market at the same time, When the number of category S consumers and their maximum willingness to pay meets certain conditions, the CM does not launch a differentiated product to enter the market. Even in the satisfaction of certain conditions to enter the market CM can bring a win-win situation. From the perspective of OEM, CM's decision to enter the market will directly affect its tendency to cover the consumer market.
【學(xué)位授予單位】：南京大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2017
【分類號】：F274
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本文編號：2068436