关键词: 供应链, Stackelberg博弈, 利润共享合约, 进入模式

Abstract: To investigate the impact of product quality diversity on entry mode and incumbent firms'decisions,the entry model for upstream enterprises was established.The results showed that the competition could weaken the negative effects of double-marginalization and increase customer surplus value.In the three alternative modes of selling directly(mode RD),selling through the incumbent retailer(mode R)and selling through another retailer(mode RR),the incumbent retailer preferred mode R and the incumbent manufacturer preferred mode RR.The entrant supplier preferred mode RD when his product quality was far less than the incumbent product quality,otherwise,he preferred mode RR.A profit sharing contract provided by the incumbent manufacturer could increase his profit,but also coordinate the supply chain when his product quality was far higher than that of the entrant.In such a case,the entry could affect a profit allocation proportion that the negotiation ability between the incumbent firms.Otherwise,independent decision making without coordinating the retailer was optimal for the manufacturer.

Key words: supply chains, Stackelberg game, profit sharing contract, entry mode