Abstract: Based on the background of App supply chain,App quality control and coordination problem were investigated.To solve the optimal decision of supply chain members under centralized and sequential conditions,App quality control model considering the bilateral efforts was built.By comparing the equilibrium results and profit of the partners,it was found that sequential decision-making brought about double marginal effect,and the dual marginal effect became more severely with the increasing of profit distribution proportion.For the coordination of App quality,App quality control and coordination model based on reward-punishment contract was constructed.Compared the equilibrium solution with that of basic model,the results indicated that,the reward-punishment contract could coordinate the bilateral quality efforts and enable the partners to achieve Pareto improvement in revenue when chose certain contract parameters.

Key words: App quality control model, bilateral efforts, sequential decision-making, centralized decision-making, contract parameters, reward-punishment contract, coordination

摘要： 为了基于App开发运营的实际背景研究App质量控制及协调问题,建立考虑开发商和运营商双边努力的App质量控制模型,分别在集中决策与顺序决策两种情形下求解开发商的最优开发努力、单位定价以及运营商的最优运营维护努力,对比分析两种情形下的均衡结果及二者的收益,发现顺序决策会导致双重边际化,并随利润分配系数的增加,双重边际效应愈发显著;基于所建立模型构建基于奖惩契约的App质量控制与协调模型,对比均衡结果发现契约参数选取在一定范围内时,奖励惩罚契约可以实现开发商质量开发努力的协调,并且使开发商和运营商的收益实现Pareto改善。

关键词: App质量控制模型, 双边努力, 顺序决策, 集中决策, 契约参数, 奖励惩罚契约, 协调