基于产品有效识别的消费特征获取与质量披露联动决策研究

This project investigates the firm’s joint information acquisition and disclosure decisions and the consumer’s strategic behaviors in a two-sided information asymmetry market, wherein the firm can use two ways: consumer information acquisition and product quality disclosure to resolve the product identification difficulties. By enterprise survey and empirical research, we first identify various ways of information acquisition and quality disclosure methods in practice. This helps us to understand how different ways of acquisition and disclosure can influence the firm’s and the consumer’s optimal selling and purchasing decisions. Second, given the multiple sources of asymmetric information, we craft the consumer’s quality information updating process, so as to derive the consumer’s optimal purchasing decision under information asymmetry. Third, we build the firm’s transaction models and examine the inter-relationship between information acquisition and quality disclosure. This subsequently leads to the firms’ optimal joint acquisition and disclosure strategies. Finally, we extend our discussion into a more complicated market structure that contains competition and cooperation. We propose series of multiple firms’ information acquisition and disclosure strategies to achieve channel coordination and social welfare optimization. The results not only add to the interface of operation research, marketing science and consumer behavior, but also help the firms better understand the market characteristics and consume behavior, and precisely design the proper information acquisition and disclosure strategies.

本课题聚焦于消费特征获取与产品质量披露这两类有效消除产品识别障碍的企业运作手段，研究在双边信息不对称市场中的企业信息获取与披露策略和消费者的战略购买行为。首先，通过企业调研和实证研究，归纳总结不同的消费特征获取与产品质量披露方式的运作特点，辨析其对企业销售和消费者购买决策的影响机制；其次，针对不同的不对称信息源, 刻画消费者的产品质量信息更新过程，解析消费者在信息不对称下的理性购买行为；在此基础上，构建企业与消费者交易模型，剖析信息获取和信息披露之间的交互影响关系，提出企业最优的消费特征获取和产品质量披露联动决策；最后，将研究内容扩展到竞争与合作并存的复杂市场结构中，探求有效促进供应链绩效和社会福利增长的多企业信息获取与披露策略。研究成果可充实运营管理、市场营销和消费行为等学科交叉研究的理论体系，并为企业正确认识市场特征与消费者行为，能动设计市场信息获取与产品信息披露联合决策提供现实依据。

本课题聚焦于新产品推广中的双边信息不对称现象,即消费者不了解产品的质量信息和企业无法有效掌握消费者的偏好信息,研究企业如何通过采取有效的信息手段来降低市场不对称信息的影响，进而提高自身决策的精准度。通过分析市场交易中存在的不对称信息特点，刻画消费者购买心态和行为的变化过程，区分不同信息获取和信息披露方式的运作特点，进而提出在不对称信息下企业消费特征获取和产品质量披露优化策略。具体包括（1）构建双边信息不对称的供应链决策模型，提出消费者信息获取与产品质量披露的联动优化策略；（2）构建复杂市场结构中的信息获取与分享决策模型，揭示不同类型的信息策略的影响机制；（3）构建供应链环境中的双层质量信息传递模型，提炼产品质量披露策略的新问题。通过系统分析在不同市场环境下的企业消费特征获取与产品质量披露联动决策，本课题的研究结论可以帮助企业在战略层面合理规划这两种相互影响的信息策略，并在战术层面精准设计相应的市场信息获取、产品宣传和推广手段。研究成果发表在UTD24期刊Production and Operation Management，运营管理权威期刊Naval Research Logistic, Decision Support System, Transportation Research Part E (2篇), International Journal of Production Economics, Annals of Operational Research, International Journal of Production Research, Journal of Operational Research Society, International Transactions in Operational Research, 系统工程理论与实践和管理学报。标准基金资助论文13遍，包括11篇SCI/SSCI检索论文和2篇基金委管理科学部认定A/B类重要中文期刊论文。