基于货架竞争的零售供应链水平与垂直博弈策略研究

Shelf display can stimulate demand and increase sales by serving as a retailer's main selling tool.Due to the scarcity and imptance of shelf space, competing for shelf space is the sticking point of manufacturers competition and negotiation between retailer and his/her suppliers.Therefore, how to utilize and allocate scarce shelf space is an important issue for the players of retail supply chain to study and resolve urgently. The literature on shelf allocation can be divided into two classes. On the one hand, many scholars studied on multiple categories items' shelf space allocation for retailer;on the other hand,some scholars studied on shelf space competition under a two-manufacturer- single-retailer supply chain power structurer where two dominant suppliers share equal,or balanced decision-making power. We will study supply chain's horizontal(games between manufactures) and vertical games(games between manufacturers and retailer) under different power structures and provide more sufficient evidence and decision support tools for retail supply chain players' game. The following is our main research work. Firstly, we do ecploratory research on the game between retailer and manufacturers-slotting allowance; Secondly, we study on games for manufacturer and retailer brands competition under retailer dominant supply chain;Finally, we develop game models for multiple manufacturers and single retailer's shelf space competition under different power structures,and so on. Therefore,the research work is the foreland of supply chain competition theory. It will be of great significance to promote the further development of the supply chain management theory and instruct retail supply chain players to compete for shelf space.

货架作为重要的销售工具，成为零供谈判的重点和供应商们争夺的焦点。因此，有限的货架资源的分配和竞争问题成为零售供应链企业急需研究和解决的重要课题。目前这方面的研究主要有两类：一类是从零售商的视角研究多种类商品的货架分配策略；另一类是从供应链博弈的视角，研究两制造商主导且地位相同的竞争力结构下两制造商单零售商的货架空间博弈策略。而本项目拟研究不同竞争力结构下两层供应链的水平（多制造商之间博弈）和垂直（制造商和零售商之间博弈）货架竞争策略。主要内容包括：零售商与制造商们的上架津贴博弈策略的探索研究；强势零售商自有品牌与不同竞争力的制造商品牌产品的货架空间博弈策略研究；多种竞争力结构下的多制造商单零售商货架空间博弈策略研究；等等。因此，本研究项目属于供应链管理理论研究的前沿课题，开展本项目研究对推动供应链管理理论的进一步发展、指导零售供应链企业的货架分配和博弈都将具有重要的意义。

在项目执行期内，我们本着立项目的和预期目标开展研究工作，总结如下：.科学研究方面：从零售商的角度，研究了多物品的货架位置选择、货架空间分配和库存控制的联合优化问题；从供应链上下游企业垂直竞争的角度，研究了强势零售商自有品牌商品与制造商品牌商品的货架空间和定价博弈策略；从供应链水平和垂直竞争的两个角度，研究了不同竞争力结构下多制造商的货架空间和定价博弈策略；从供应链协调的角度，研究了需求依赖于货架展示库存水平的两层供应链协调策略。.论著方面：在国内外学术期刊上发表论文22篇，在国际学术会议上发表论文3篇；其中SCI检索3篇，EI检索10篇。