A Study on Division of Cooperative Profit in Supply Chain

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1 (2005) , 2 2, (11, ;21, ),, ;, Stackelberg,, ; Dell Compaq, ; ; ; F20319 ;F202 A A Study on Division of Cooperative Profit in Supply Chain PAN Hui2ping 1, 2, CHEN ong2qiu 2 (11College of Management, Yangtze University,Jingzhou , China ; 21College of Management, Huazhong University of Science & Technology,Wuhan ,China) Abstract The division of profits is focus in SCM(supply chain management) In a downstream supply chain with manufacturer as a leader, manufacturer could both produce and market in order to get both profits This paper,by the game theory of Stackelberg model, analyzes the effect of profits division A cooperative internal is observed gradually, which leads to a ratio of division, 4 6 Sequently comparisons show that such a ratio is feasible ; finally the paper takes Dell s success and Compaq s failure for the cases providing further analyses A stepping methodology is presented, further demonstrates cooperation and cooperative profit distribution Key words SCM; marketing channel ; cooperative internal ; profit division 1 [1 ],, (, ) [2 ], [3 ] [4,, ], [58 ] ;,,,,,,,Dell [9,10 ],,, ( ) ( ),,,, Tsinghua Tongfang Optical Disc Co, Ltd All rights reserved

of profits is focus in SCM(supply chain management) In a downstream supply chain with manufacturer as a leader, manufacturer could both produce and market in order to get both profits This paper,by

2 [11 Compaq ],, 2 P 1, ; P 2, ; C 1, ; C 2, 1 ; 2, 1 - [12 ],( [0,1 ]) a > 0, b > 0, P 2 > 0, Q > 0 a, b Q = a - bp 2, (1), 1 = ( P 2 - P 1 - C 2 ) Q + ( P 1 - C 1 ) Q (2) 2 = (1 - ) ( P 2 - P 1 - C 2 ) Q (3) (3),, 1 - (2), ;, (2) (3) = 0, ;,,,, [13 Stackelberg, ], [14, ], [15, ] P 1, P / 5 P 2 = 0, 5[ (1 - ) ( P 2 - P 1 - C 2 ) ( a - bp 2 ) ]/ 5 P 2 = 0, a - 2 bp 2 + bp 1 + bc 2 = 0, P 2 = a + b ( P 1 + C 2 ) 2 b (2), 5 1 / 5 P 1 = 0 (1 - P 1 = ) a + b[ C 1 - (1 - ) C 2 ] (2 - ( 1) (4) ) b (4) (1), (2) (3), P 2 = 2 = (3-2 ) a + b ( C 1 + C 2 ) (5) 2 (2 - ) b Q = a - b ( C 1 + C 2 ) 2 (2 - ) (6) 1 = [ a - b ( C 1 + C 2 ) ] 2 (7) (2 - ) (1 - ) [ a - b ( C 1 + C 2 ) ] 2 (2 - ) 2 (8) Tsinghua Tongfang Optical Disc Co, Ltd All rights reserved

bp 1 + bc 2 = 0, P 2 = a + b ( P 1 + C 2 ) 2 b (2), 5 1 / 5 P 1 = 0 (1 - P 1 = ) a + b[ C 1 - (1 - ) C 2 ] (2 - ( 1) (4) ) b (4) (1), (2) (3), P 2 = 2 = (3-2 ) a + b ( C 1 + C 2 ) (5) 2 (2 - )

3 6 89 3, [ a - b ( C 1 + C 2 ) ] 2 = ( ), (7) (8) 1 = 0 1 = = = 2 (2 - ) 2 (2 - ) 3 η (1-2 = ) (2 - ) = = 0 - (2 - ) 3 - (2 + 2 ) (2 - ) 4 γ, 4, 1 1,,,, ;,,,, 0 1,,, ;, 1, 1 3,, [16, ],, Lagrange, 1 3 = ( 2), 1 [01586,1 ], 2 3 = ( 3) ; 2 [0,01635 ],[01586,1 ] [0,01635 ] = [01586,01635 ] 5 %, = 0 6,1 - = 014,, 4 = 016,, , = 0 = 016,, %,,, 2, ( ) 1, ( ) Tsinghua Tongfang Optical Disc Co, Ltd All rights reserved

2), 1 [01586,1 ], 2 3 = 0 635 ( 3) ; 2 [0,01635 ],[01586,1 ] [0,01635 ] = [01586,01635 ] 5 %, = 0 6,1 - = 014,, 4 =

4 , 3 ; = 016, , 43 %22167 %,1 0182, 18 % 2 = 0 = 016 ( %) [ a + b ( c 1 - c 2 ) ]/ 2 b [2 a + 5 b( c c 2 ) ]/ 7 b [3 a + b( c 1 + c 2 ) ]/ [ a + b( c 1 - c 2 ) ]/ 2 b [ a - b ( c 1 + c 2 ) ]/ 4 5[ a - b( c 1 + c 2 ) ]/ , (, ), 412, 3 3 = 016 ( %) [2 a + 5 b( c c 2 ) ]/ 7 b c 1 [ a + b ( c 1 - c 2 ) ]/ 2 b [ a + b( c 1 + c 2 ) ]/ 2 b 5[ a - b( c 1 + c 2 ) ]/ 4 [ a - b ( c 1 + c 2 ) ]/ , = 016,, 40 %, 3,,, 413 = 016 = 0 1,= 0 ;,,, [17 ],,,,= 016, 016, Tsinghua Tongfang Optical Disc Co, Ltd All rights reserved

+ 5 b( c 1-014 c 2 ) ]/ 7 b c 1 [ a + b ( c 1 - c 2 ) ]/ 2 b [ a + b( c 1 + c 2 ) ]/ 2 b 5[ a - b( c 1 + c 2 ) ]/ 4 [ a - b ( c 1 + c 2 ) ]/ 2 40 2186 4 40

5 = 014 = 0 40 % 60 %,, 82 % 18 %,, = 0 43 %,,,, = 016,= 0, = 0,, IT,,,,, = IT,Dell Inc Compaq, 511 Dell 1984,Dell,, Dell,, 2 3, 2 Dell,,,1990,Dell, CompUSA, Circuit City [18 Price Club, 1993 ] Michael Dell,1994,, Dell 512 Compaq Dell,Compaq,,, Dell,, 20 90, [11 ] 2,? 3, Compaq,, = 0 6,, Tsinghua Tongfang Optical Disc Co, Ltd All rights reserved

City [18 Price Club, 1993 ] Michael Dell,1994,, Dell 512 Compaq Dell,Compaq,,, Dell,, 20 90,

6 , 6,, [17 ],,, [19 ],,, [9,10, Dell, ],,, [18,19, ], IT,,, Compaq, Compaq, Dell Compaq, [ 1 ] Stal K G Time2the Next source of competitive advantage[j ] Harvard Business eview,july2auguest 1988, [ 2 ] Sandy D Jap, Chris Manolis, Barton A Weitz elationship quality and buyer2seller interactions in channels of distribution [J ] Journal of Business esearch, 1999, [ 3 ] Jeuland A P, Shugan S M Managing channel profits[j ] Marketing Science,1983, [ 4 ] Anderson E,Coughlan A International market entry and expension via independent or integrated channel of distribution[j ] Journal of Marketing,1987, [ 5 ] Yan Dong, Kefeng Xu A supply chain model of vendor managed inventory[j ] Transportation esearch Part E 38 (2002) [ 6 ] Weng Z K Channel coordination and quantity discount[j ] Management Science (9) [ 7 ] Waller M, Johnson M E, Davis T Vendor2managed inventory in the retail supply chain[j ] Journal of Business Logistics (1), [ 8 ] Xu K, Dong Y, Evers P T Towards better coordination of the supply chain[j ] Transportation esearch Part ELogistics and Transportation eview (1) [ 9 ] Magretta, Joan The power of virtual integration An interview with Dell Computer s Michael Dell [ J ] eview1998 March2April Harvard Business [10 ] Liang T, J Huang An empirical study on consumer acceptance of products in electronic markets A transaction cost model [J ] Decision Support Systems, 1998, [11 ] Stafford Jan Vendor expands direct effort But VAs and distributors will play a bigger role in Compaq s plan[j ] VA Business, 1999,29(5) 5 [12 ] Nash J F The bargaining problem[j ] Econometrica, 1950,18(2) [13 ] McGuire T W, Staelin An industry equilibrium analysis of downstream vertical integration[j ] Marketing Science, 1983, [14 ] Hrgensen J S, Sigue S P, Zaccour G Stackelberg leadership in a marketing channel[j ] International Game Theory eview, 2001, [15 ] HI Mesak, Am Mayyasi A simple model of international joint venture distributorships the american2kuwaiti experience [J ] Omega, 1995, [16 ] Spengler J Vertical restraints and antitrust policy[j ] Journal of Political Economy,1950,58(4) Tsinghua Tongfang Optical Disc Co, Ltd All rights reserved

Jeuland A P, Shugan S M Managing channel profits[j ] Marketing Science,1983,2 239-272 [ 4 ] Anderson E,Coughlan A International market entry and expension via independent or integrated channel of

7 6 93 [17 ] Wei2Yu Chiang Multi2channel supply chain management in the e2business era[d] The University of Illinois at Urbana2Chanpaign, 2002 [18 ] Kenneth L Kraemer, Jason Dedrick, and Sandra Yamashiro efining and extending the business model with information technology Dell computer corporation[ ] the Information Society, 2000, [19 ] Dell, Michael, with Fred man, Catherine Direct from Dell Strategies that revolutionized an industry[m] New York Harper Business P 1 P 2 = a + b ( P 1 + C 2 ) 2 b (1), Q = a - bp 2 = a - b a + b ( P 1 + C 2 ) 2 b 2 [ a - b ( P 1 + C 2 ) ] (2) 1 =( P 2 - P 1 - C 2 ) Q + ( P 1 - C 1 ) Q, 1 = a + b ( P 1 + C 2 ) 2 b - P 1 - C [ a - b ( P 1 + C 2 ) ] + ( P 1 - C 1 ) 1 2 [ a - b ( P 1 + C 2 ) ] [ a - b ( P 1 + C 2 ) ] ( a- bp 1 - bc bp 1-2 bc 1 ) [ a+ (2 - ) bp 1 - b (C C 1 ) ] ( a - bp 1 - bc 2 ) a 2 + ab (2 - ) P 1 - ab (C C 1 ) - abp 1 - (2 - ) b 2 P (C C 1 ) b 2 P 1 - abc 2 - (2 - ) b 2 C 2 P 1 + b 2 (C C 1 ) C 2 - (2 - ) b 2 P [ ab (2 - ) - ab+ (C C 1 ) b 2 - (2 - ) b 2 C 2 ] P 1 + a 2 - ab (C C 1 ) - abc 2 + b 2 (C C 1 ) 5 1 / 5 P 1 = - 2 (2 - ) b 2 P 1 + ab (2 - ) - ab+ (C C 1 ) b 2 - (2 - ) b 2 C 2 = 0, P 1 = (1 - ) a + b[ C 1 - (1 - ) C 2 ] (2 - ) b / 5= [ a - b ( C 1 + C 2 ) ] 2 [ a - b ( C 1 + C 2 ) ] 2 - [ a - b ( C 1 + C 2 ) ] 2 8 b =, (2 - ) 2 = 2, 1 3 = 2-2 = = (2 - ) / 5= - [ a - b ( C 1 + C 2 ) ] 2 16 b = = 0 Y = , 5 Y/ 5= (2 - ) 3, Newton, EXEC, E = Tsinghua Tongfang Optical Disc Co, Ltd All rights reserved

from Dell Strategies that revolutionized an industry[m] New York Harper Business 1999 1 P 1 P 2 = a + b ( P 1 + C 2 ) 2 b (1), Q = a - bp 2 = a - b a + b ( P 1 + C 2 ) 2 b 2 [ a - b ( P 1 + C 2 ) ]

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