工厂侵入市场的外包供应链运营决策研究

"China Quality Manufacturing" has demonstrated that a contract manufacturer (CM) can make a own-label product and encroach on the market of its customer original equipment manufacturer (OEM) through an online sales platform (OSP), and thus acts as a rival of the OEM. The project employs game theoretic approach to study operations decisions of an outsourced supply chain with CM's encroachment. The major contents of this project include: (i) capacity, quality and price decisions of an outsourced supply chain with CM's encroachment; (ii) channel selection of the encroachment and all supply-chain players' channel decisions; (iii) the OSP's decisions and its impacts on supply-chain's operations decisions; (iv) quality assurance and improvement mechanisms of the CM's product. Moreover, we will verify the established models by surveys of practical CM. The project is conducive to reveal incentives of the CM's encroachment and its impacts on operations decisions of the outsourced supply chain. Moreover, our project also can benefit for helping operations decisions of an outsourced supply chain under the CM's encroachment, and also can provide useful suggestions for establishing quality assurance and improvement mechanisms of electronic business. Last but not the least, our project also contribute greatly to the innovation of supply chain management theory.

“中国质造”的实践表明外包供应链中的代工工厂，也即合同制造商(contract manufacturer, CM)，可以提出自主品牌产品并通过在线销售平台侵入下游市场，成为其客户原始设备制造商(original equipment manufacturer, OEM)的竞争对手。本项目主要运用博弈论研究CM侵入市场的外包供应链运营决策。主要研究内容包含：CM侵入市场的外包供应链产能、质量和定价决策，CM侵入市场的渠道选择决策及其对于外包供应链运营决策的影响，在线销售平台决策及其对于外包供应链决策的影响，CM自主品牌产品质量保证与提升机制。本项目也将通过对实际CM的调研来改进和完善研究建立的模型与方法。本项目有助于揭示CM侵入市场的动机及其对外包供应链运营决策的影响机理，对辅助外包供应链运营决策、建立电子商务环境下产品质量保证与提升机制均有积极意义，对促进供应链管理理论创新也有一定的贡献。

本项目从“中国质造”的实践入手,研究了作为代工工厂的合同制造商通过提出自主品牌产品侵入下游客户企业市场的决策问题,并探讨了合同制造商侵入市场对于外包供应链运营决策的影响,并进一步研究了如何利用一定的管理策略激励合同制造商提升自主品牌产品质量?本项目的主要研究结果包括:第一,在三级外包供应链中,工厂侵入市场可以实现供应链的帕累托改进,也可能同时增大供应链和消费者的剩余.第二,合同制造商可能会选择较下游企业更优质的产品侵入市场,同时下游企业可能也会偏好合同制造商利用优质产品侵入市场.第三,共享供应商质量投资比例或开发竞争性供应商都可能激励上游供应商提升产品质量.第四,下游企业持有外部机会可能会扭转合同制造商侵入市场决策,彻底改变包含供应商侵入市场决策的供应链战略互动.本项目的研究结果对于补充供应链管理的基础文献有所贡献,对于辅助实际的合同制造商的供应链管理亦有所帮助.