CAJ | 학술논문

基于四阶段Stackelberg动态博弈分析，构建了一个制造商、两个竞争零售商与最终顾客组成的三级供应链分销渠道质量控制模型，研究了创新驱动下在三级供应链中如何设计分销渠道策略和如何制定产品质量控制策略的问题．建立了分销渠道三种策略模型（直接渠道策略、间接渠道策略、混合渠道策略），并分析了创新驱动下三种分销渠道策略对制造商产品质量决策、零售商产品采购决策、期望收益函数以及最终顾客消费者剩余的影响．可以证明当存在创新驱动条件下，产品质量水平、批发价格、零售价格均将上升，制造商期望收益将下降，零售商期望收益将增加，最终顾客消费者剩余将会增加；当制造商选择间接渠道策略时，产品质量水平和零售价格均将下降，最终顾客的消费者剩余也会降低；当制造商选择低产品质量而采取间接渠道策略时，消费者剩余将会增加；当制造商选择高产品质量而采取间接渠道策略时，消费者剩余最低，这些结论也是对本领域相关研究的有力补充，具有一定的现实指导意义．最后，进行了算例分析，数值计算结果验证了所建模型的有效性和正确性，为该模型在实践中的具体应用指明了方向．
기우사계단Stackelberg동태박혁분석，구건료일개제조상、량개경쟁령수상여최종고객조성적삼급공응련분소거도질량공제모형，연구료창신구동하재삼급공응련중여하설계분소거도책략화여하제정산품질량공제책략적문제．건립료분소거도삼충책략모형（직접거도책략、간접거도책략、혼합거도책략），병분석료창신구동하삼충분소거도책략대제조상산품질량결책、령수상산품채구결책、기망수익함수이급최종고객소비자잉여적영향．가이증명당존재창신구동조건하，산품질량수평、비발개격、령수개격균장상승，제조상기망수익장하강，령수상기망수익장증가，최종고객소비자잉여장회증가；당제조상선택간접거도책략시，산품질량수평화령수개격균장하강，최종고객적소비자잉여야회강저；당제조상선택저산품질량이채취간접거도책략시，소비자잉여장회증가；당제조상선택고산품질량이채취간접거도책략시，소비자잉여최저，저사결론야시대본영역상관연구적유력보충，구유일정적현실지도의의．최후，진행료산례분석，수치계산결과험증료소건모형적유효성화정학성，위해모형재실천중적구체응용지명료방향．
Based on four-stage Stackelberg dynamic game analysis, this paper constructs products quality control model of distribution channel in three-echelon supply chain which is composed by one manufacturer, two retailers and the final customers, and studies how to make products quality control decision and design distribution channel strategy with R＆D motivation. We develop three types of distribution channel strategy model （direct channel strategy, indirect channel strategy and mixed channel strategy）, and analyze the distribution channel strategy with R＆D motivation how to influence manufacturer＇s products quality decision, retailer＇s products purchase decision, expected profits function and the customer＇s consumer surplus. Our paper will demonstrate that： when there exists R＆D motivation, products quality level, wholesales price and retailing price will increase, the manufacturer＇s profits will decrease, the retailer＇s profits and the customer＇s consumer surplus will increase; when the manufacturer chooses indirect channel strategy, the products quality level and retailing price will reduce, the customer＇s consumer surplus will also decrease; when the manufacturer who chooses low＂ products quality takes indirect channel strategy, the customer＇s consumer surplus will increase; when the manufacturer who chooses high products quality takes indirect channel strategy, the customer＇s consumer surplus will be lowest, our conclusions will bea strong complement in the research field. Above all, we conduct an example analysis, the numerical computing results prove the model＇s effective and conclusion＇s corrective, which will indicate the further specific application direction in practice.