CAJ | 학술논문

基于谈判实力和谈判策略视角，研究品牌零售商与生产商之间产品质量协同策略选择问题，分别对弱合作型谈判策略、中合作型谈判策略和强合作型谈判策略进行探讨，并给出3种策略下产品的最优质量、最优批发价和各成员最优利润。在此基础上，对集中控制策略和生产商 Stackelberg 控制策略进行分析，并对5种策略进行比较分析和数值算例说明。研究结果表明，零售商谈判实力增大对生产商利润的挤压若得不到适当利润补救将导致产品质量合作双重边际效应；强合作型谈判策略不仅可以消除产品质量合作双重边际效应，还可实现等价于集中控制策略下的最佳产品质量与供应链利润协同；强合作型谈判策略并非总是零售商占优策略选择，基于适度合作诚意的谈判策略选择是实现零售商与生产商之间产品质量协同的关键。
기우담판실력화담판책략시각，연구품패령수상여생산상지간산품질량협동책략선택문제，분별대약합작형담판책략、중합작형담판책략화강합작형담판책략진행탐토，병급출3충책략하산품적최우질량、최우비발개화각성원최우리윤。재차기출상，대집중공제책략화생산상 Stackelberg 공제책략진행분석，병대5충책략진행비교분석화수치산례설명。연구결과표명，령수상담판실력증대대생산상리윤적제압약득불도괄당리윤보구장도치산품질량합작쌍중변제효응；강합작형담판책략불부가이소제산품질량합작쌍중변제효응，환가실현등개우집중공제책략하적최가산품질량여공응련리윤협동；강합작형담판책략병비총시령수상점우책략선택，기우괄도합작성의적담판책략선택시실현령수상여생산상지간산품질량협동적관건。
Based on the perspective of negotiating power and negotiating strategy , this study explores the choice of products quali-ty cooperative strategies between the brand retailer and manufacturer , investigates week cooperative negotiating strategy , proper cooperative negotiating strategy and strong cooperative negotiating strategy , and proposes the optimal quality , optimal wholesale prices, optimal profits of participants in supply chains in the above three strategies .Then we analyze the centralized control strat-egy and the manufacture Stackelberg control strategy , compare the above five strategies , and give numerical examples of the five strategies.Results show that:①double marginalization of product quality cooperation will arise if there is no appropriate remedy to compensate the manufacture profit squeezed by the increase of retailer negotiation power ;②strong cooperative negotiating strat-egy not only eliminates the double marginalization of product quality cooperation , but also realizes the coordination of the best product quality and supply chain profit , which is equivalent to the centralized control strategy;and③strong cooperative negotia-ting strategy is not always the retailer dominant strategy .The choice of negotiating strategies based on proper cooperation intention is a key factor to realizing product quality cooperation between retailers and manufacturers .