報告題目：競合供應(yīng)鏈中的技術(shù)依存和生產(chǎn)時序決策研究 2020-11-16

題目：競合供應(yīng)鏈中的技術(shù)依存和生產(chǎn)時序決策研究（Technology Specifications and Production Timing in a Co-Opetitive Supply Chain）

主講人：牛保莊華南理工大學(xué)教授

時間：11月20日（周五）下午15：00-16：30

地點：bwin必贏唯一官網(wǎng)311會議室

會議同步線上直播，會議號：406 645 606

密碼：202011

歡迎廣大師生參加！

報告摘要：

本文刻畫的是中國代工企業(yè)推出自主品牌產(chǎn)品時，自主創(chuàng)新程度以及帶來的消費者需求不確定性風(fēng)險之間的權(quán)衡。在該代工企業(yè)和它服務(wù)的品牌商形成的的競合供應(yīng)鏈中，以生產(chǎn)時間決策為關(guān)鍵決策，本文重點刻畫了在自主創(chuàng)新需求波動較大情形下，代工商與品牌商如何共生共贏的可行區(qū)間。研究發(fā)現(xiàn)，由于存在合作-競爭的關(guān)系，推遲生產(chǎn)策略（PS）并不總是使代工企業(yè)或品牌商受益。企業(yè)對生產(chǎn)時間的決策取決于其自主創(chuàng)新產(chǎn)品的市場需求不確定性程度和成品市場上的競爭激烈強度。當(dāng)需求不確定性很高時，兩家公司都選擇事后生產(chǎn)策略（PS）；當(dāng)需求不確定性為中等或低時，只有其中一家選擇事后生產(chǎn)策略（PS）。有趣的是，當(dāng)成品市場競爭激烈時，代工商傾向于選擇事后生產(chǎn)策略（PS），這種策略可以使它解決市場需求不確定性，獲得信息價值，并通過溢出效應(yīng)從品牌商的先動優(yōu)勢中受益。

Motivated by Google’s technology regulation practice in Android device industry, we consider firms’ decisions on production timing in a co-opetitive supply chain comprising a manufacturer and an original equipment manufacturer (OEM), where the manufacturer acts as the OEM’s upstream contract manufacturer and downstream competitor. Demand is uncertain, and depends on the market acceptance of product features and design. If a firm decides to implement ex-post production strategy (PS), it can delay the production until the market acceptance of its product is realized. Otherwise, ex-ante production strategy (AS) is implemented and the early commitment value is enjoyed. We find that, in the co-opetive supply chain, PS does not always benefit either the manufacturer or the OEM, because the value of market acceptance realization is diminished by competition and the effect of early commitment under AS. Further, firms’ decisions on production timing are influenced by their market acceptance uncertainty (MAU), which can be low if the product design fits the customers’ expectation well. Both firms choose PS when they are at the risk of high MAU, while only one of them chooses PS when their MAU are moderate or high. Interestingly, when the competition is intense, the manufacturer tends to choose PS, because it can benefit from both the realized market acceptance and OEM’s early commitment.

主講人簡介：

牛保莊，華南理工大學(xué)教授，博導(dǎo)，教育部青年長江學(xué)者(2017)，國家優(yōu)青（2018）。廣東省政協(xié)委員。研究話題為中國合同制造創(chuàng)牌增值情景下的供應(yīng)鏈競合管理。目前已在運營管理領(lǐng)域發(fā)表頂級期刊論文10篇，包括MSOM 2篇，POM 5篇，TRB 3篇，另有38篇文章發(fā)表在EJOR, Omega等知名期刊。獲第八屆中國高等學(xué)校科學(xué)研究優(yōu)秀成果獎（人文社會科學(xué)）二等獎、中國管理學(xué)青年獎，廣東省哲學(xué)社會科學(xué)優(yōu)秀成果二等獎、三等獎，中國決策科學(xué)“青年科技獎”等多個獎項。培養(yǎng)的博士生畢業(yè)獲聘海外名校教職，為華南地區(qū)首次。