The Research On R&D Strategies Of Enterprises In Supply Chain With Strategic Consumers

With the rapid development of social economy,the competition among enterprises has become more and more fierce.The focus of competition among enterprises has gradually shifted to technological innovation,and R&D is an important way to achieve technological innovation.In the process of R&D,a single enterprise may have problems such as high difficulty and high risk.Cooperative R&D helps to reduce the difficulty and risk of R&D,and increase the income.In different market structure,Enterprises' R&D will be different.Dominant enterprises will control other enterprises' decisions with their power.This paper focuses on the supply chain composed of a single supplier,a single manufacturer and strategic consumers considering factors such as technology spillovers,.Under the three different market power structures(That is,the supplier is the leader of the Stankelberg,the manufacturer is the leader of the Stankelberg,and the supplier and manufacturer are the vertical Nash power structure.),we study the R&D strategies of suppliers and manufacturers,and study the impact of consumer strategies on related equilibrium solutions and consumer surplus and social welfare in the context of selecting the optimal R&D strategy.First,the optimal R&D strategy of suppliers and manufacturers is studied under three market power structures.The results of the study indicate that regardless of the market power structure,when the initial marginal production costs of suppliers and manufacturers are low,the optimal R&D strategy of suppliers and manufacturers is non-cooperative R&D;when the initial marginal production costs of suppliers and manufacturers are high,the optimal R&D strategy of suppliers and manufacturers is cooperative R&D.Secondly,under the three market power structures,when suppliers and manufacturers choose the optimal R&D strategy,study the impact of consumer strategy on the relevant equilibrium solution.The results of the study show that when the initial marginal production costs of suppliers and manufacturers are low,regardless of the market power structure,the equilibrium R&D output level of suppliers and manufacturers is independent of the degree of consumer strategy,the equilibrium profit of the supplier increases as the degree of consumer strategy increases,the equilibrium profit of the manufacturer decreases as the degree of consumer strategy increases.Under the two power structures of the supplier is the leader or the manufacturer is the leader,when the initial marginal production costs of suppliers and manufacturers are high,the equilibrium R&D output of suppliers and manufacturers is independent of the degree of consumer strategy,the equilibrium price of the manufacturer during the discount period and the equilibrium profit of the manufacturer increase as the degree of consumer strategy increases,the equilibrium profit of the supplier decreases as the degree of consumer strategy increases.Under the vertical Nash power structure,when the degree of consumer strategy is low,the equilibrium R&D output level of suppliers and manufacturers decreases as the degree of consumer strategy increases.When the level of consumer strategy is high,the equilibrium R&D output level of suppliers and manufacturers increases as the degree of consumer strategy increases.Finally,under the three kinds of market power structure,we study the enterprise's profit,consumer surplus and social welfare.The results of the study show that whether the initial marginal production costs of suppliers and manufacturers are low or high,,The supplier's profit is the largest under the supplier's power structure,and the smallest under the manufacturer's power structure.Manufacturers' profits are the largest under the manufacturer's power structure and the smallest under the vertical Nash power structure.Consumer surplus is the largest under the manufacturer's power structure and the smallest under the vertical Nash power structure.Social welfare is the largest under the manufacturer's power structure and the smallest under the vertical Nash power structure.