关键词: 供应链管理, 创新与转型, 产品创新, 营销, 电信运营商

Abstract: Aiming at the indeterminate conditions of innovation-oriented changes in supply chains,based on observations from cell phone supply chains,the innovations were modeled in two modes: process innovations for lowing unit production costs and product innovations for developing new products.Supply chains under traditional marketing setting,process innovation and product innovation settings were modeled by Stackelberg games with dominating distributers and equilibrium solutions were solved analytically.By comparing the profits of three settings,the conditions for succeeding in changing into sustainable developments based on innovations were put forward.Results showed that when the market was enough sensitive to marketing,Pareto areas of both innovation modes were cut down sharply and even eliminated.When the market was not sensitive to marketing,Pareto areas of innovations could become quite large.The selection between process and product innovations depended on their cost sharing rates for developing innovations and market sensitivity to new products etc.The management insights were presented for entrepreneurs and policy makers with researches.

Key words: supply chain management, innovation and economic restructuring, product innovation, marketing, telecom operator