题目：竞合供应链中的技术依存和生产时序决策研究（Technology Specifications and Production Timing in a Co-Opetitive Supply Chain）

主讲人：牛保庄 华南理工大学教授

时间：11月20日（周五）下午15：00-16：30

地点：Myball迈博体育官方网站311会议室

会议同步线上直播，会议号：406 645 606

密码：202011

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报告摘要：

本文刻画的是中国代工企业推出自主品牌产品时，自主创新程度以及带来的消费者需求不确定性风险之间的权衡。在该代工企业和它服务的品牌商形成的的竞合供应链中，以生产时间决策为关键决策，本文重点刻画了在自主创新需求波动较大情形下，代工商与品牌商如何共生共赢的可行区间。研究发现，由于存在合作-竞争的关系，推迟生产策略（PS）并不总是使代工企业或品牌商受益。企业对生产时间的决策取决于其自主创新产品的市场需求不确定性程度和成品市场上的竞争激烈强度。当需求不确定性很高时，两家公司都选择事后生产策略（PS）；当需求不确定性为中等或低时，只有其中一家选择事后生产策略（PS）。有趣的是，当成品市场竞争激烈时，代工商倾向于选择事后生产策略（PS），这种策略可以使它解决市场需求不确定性，获得信息价值，并通过溢出效应从品牌商的先动优势中受益。

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.

主讲人简介：

牛保庄，华南理工大学教授，博导，教育部青年长江学者(2017)，国家优青（2018）。广东省政协委员。研究话题为中国合同制造创牌增值情景下的供应链竞合管理。目前已在运营管理领域发表顶级期刊论文10篇，包括MSOM 2篇，POM 5篇，TRB 3篇，另有38篇文章发表在EJOR, Omega等知名期刊。获第八届中国高等学校科学研究优秀成果奖（人文社会科学）二等奖、中国管理学青年奖，广东省哲学社会科学优秀成果二等奖、三等奖，中国决策科学“青年科技奖”等多个奖项。培养的博士生毕业获聘海外名校教职，为华南地区首次。