互补合作伙伴在平台型商业生态系统中的竞争与合作

IF 9.8 1区 工程技术 Q1 ENGINEERING, INDUSTRIAL
Zhaofu Hong , Qiaojun Zhang , Xiaoping Xu , Zerong Lyu
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引用次数: 0

摘要

在当今竞争激烈的商业环境中,采用商业生态系统已成为提高供应链效率的关键战略。本研究采用博弈论框架,研究制造商与合作伙伴在供应链平台上合作建立商业生态系统的动态。反过来,合作伙伴向消费者提供互补产品,从而在生态系统内促进共生关系。出于了解此类商业生态系统影响的需要,本研究探讨了它们对在竞争市场中运营的企业的影响。此外,我们还研究了两种不同广告策略的影响:以产品为中心的广告策略和以平台为导向的广告策略。我们的分析结果揭示了几个有趣的发现。首先,以供应链平台为基础形成的商业生态系统会增加制造商和合作伙伴的利润。此外,我们的研究结果表明,制造商应根据平台广告效应的大小,有选择地采取以平台为导向的广告策略。此外,我们还发现,合作伙伴以产品为中心的广告策略能为市场上的所有企业带来双赢的结果,确保经济的可持续性,尤其是在面对中级市场竞争的情况下。这项研究为了解供应链的动态提供了富有洞察力的建议,揭示了在这种生态系统中提高效率的战略决策和广告策略。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
Competition and cooperation in a platform-based business ecosystem within complementary partners

In today’s competitive business landscape, adopting business ecosystems has emerged as a pivotal strategy to enhance supply chain efficiency. This study employs a game-theoretic framework to investigate the dynamics of a manufacturer establishing a business ecosystem by collaborating with a partner on a supply chain platform. The partner, in turn, offers complementary products to consumers, thereby fostering a symbiotic relationship within the ecosystem. Motivated by the need to understand the implications of such business ecosystems, this study explores their effects on firms operating in the competitive market. Additionally, we examine the impacts of two distinct advertising strategies: product-focused and platform-oriented advertising strategies. Our analytical results reveal several interesting findings. First, forming a business ecosystem based on a supply chain platform increases profits for both the manufacturer and the partner. Furthermore, our findings demonstrate that the manufacturer should selectively adopt a platform-oriented advertising strategy based on the magnitude of the platform advertising effect. Moreover, we uncover that the partner’s product-focused advertising strategy fosters a win-win outcome for all firms in the market, ensuring economic sustainability, particularly in the face of intermediate-level market competition. This research provides insightful recommendations for understanding the dynamics of the supply chain, shedding light on the strategic decisions and advertising strategies that drive efficiency within such ecosystems.

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来源期刊
International Journal of Production Economics
International Journal of Production Economics 管理科学-工程:工业
CiteScore
21.40
自引率
7.50%
发文量
266
审稿时长
52 days
期刊介绍: The International Journal of Production Economics focuses on the interface between engineering and management. It covers all aspects of manufacturing and process industries, as well as production in general. The journal is interdisciplinary, considering activities throughout the product life cycle and material flow cycle. It aims to disseminate knowledge for improving industrial practice and strengthening the theoretical base for decision making. The journal serves as a forum for exchanging ideas and presenting new developments in theory and application, combining academic standards with practical value for industrial applications.
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