基于云平台的共享制造模式定价策略
作者:
作者单位:

合肥工业大学

作者简介:

通讯作者:

中图分类号:

T-9

基金项目:

国家自然科学基金项目


Pricing strategies for sharing manufacturing model based on the cloud platform
Author:
Affiliation:

Hefei University of Technology

Fund Project:

The National Natural Science Foundation of China

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    摘要:

    在共享制造背景下, 设备制造商可以通过两种方式向消费者提供服务: (i) 直接出售生产型设备给消费者; (ii) 通过云平台提供制造服务. 在购买模式下, 讨论了消费者的决策行为以及设备制造商的最优定价策略. 在服务模式下, 采用逆向归纳法分别求解了基于商业性云平台(最大化自身收益)和基于公益性云平台(最大化社会总效益)的多阶段动态博弈问题. 通过比较两种模式下设备制造商的利润, 给出了其选择不同商业模式的条件. 同时, 还研究了云平台普及率对消费者效用和设备制造商利润的影响, 以及两种不同商业模式的环境效益. 对于公益性云平台, 设计了返利机制来协调供应链效率. 研究表明, 当云平台将收益全部返利给消费者时, 社会总效益最大. 本文从充分利用社会资源, 提高社会经济、环境效益的角度进行了分析, 为供应链各参与方提供了决策参考.

    Abstract:

    In the context of sharing manufacturing, most equipment manufacturers provide services to consumers in two ways: (i) selling equipment directly to consumers; (ii) providing manufacturing services through a sharing platform. The issues of consumers" decision-making and the equipment manufacturer"s optimal pricing strategy are discussed in the selling model. In the servicization model, following the standard backward induction, the multi-stage dynamic game between players is solved, considering the for-profit sharing platform (maximizing self-revenues) and the not-for-profit sharing platform (maximizing social welfare). By comparing the equipment manufacturer"s profits under the two models, the conditions for choosing each business model are investigated. Furthermore, the impacts of the popularizing rate of the sharing platform on supply chain members are examined, as well as environmental benefits of the two business models. For the not-for-profit sharing platform, a rebate mechanism is designed to coordinate the supply chain. Results show that the total social welfare reaches its maximum when the sharing platform returns all the benefits to consumers. This paper makes an analysis from the perspective of making full use of social resources and improving economic and environmental benefits, and provides a reference for all players" decision-making.

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  • 收稿日期:2020-10-24
  • 最后修改日期:2021-01-22
  • 录用日期:2021-02-10
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