网络传媒业供应链质量控制策略与组织模式选择

网络传媒供应链由内容制作商提供有价值的信息产品(如娱乐、资讯等)并通过网站提供给消费者.产品质量控制对网络传媒供应链至关重要.首先利用博弈论的方法分析内容制作商和网站分别独立决策时的策略,纳什均衡揭示双方的"搭便车"动机使供应链整体利润无法达到最优.然后利用最优化的方法分析他们在垂直整合模式下的策略,发现协调决策可以提高整体利润.最后考虑垂直整合模式的新增成本,分析需求质量弹性、利润分配均匀性和质量控制成本等因素对供应链是否采取垂直整合模式的影响.帮助理解网络媒体产业的质量控制策略和供应链组织模式.

Quality Control and Organization Model of Online Media Supply Chain

Internet media supply chain is composed of content maker who provide valuable digital products such as entertainment and information,web site as a intermediate and consumers.We study the quality control and operation model of this supply chain.Firstly,game theory is used to obtain the strategies of content maker and web site when making decisions independently.The Nash equilibrium shows that the "free-riding" incentive hinders the supply chain to achieve the highest profit.Then their strategies in the vertical integrated supply chain are studied by optimization method,it is shown that coordination effect of vertical integration can improve overall profit.Taking the cost of vertical integration into consideration,the effect of the quality elasticity of demand,equality of profit distribution and quality control cost to whether adopt vertical integration is also investigated.The research is expected to help our understanding of the quality control and organization model of internet media supply chain.