工业工程2017，Vol.20Issue(3)：68-74,7.DOI:10.3969/j.issn.1007-7375.e16-2294
OEM-OBM混合ATO生产下自主品牌产品零件替代及定价决策
A Research on OBM Porduct Parts Peplacement and Pricing in OEM-OBM Mixed Assemble-to-Order System
摘要
Abstract
In OEM-OBM mixed operation, the contract manufacturer provides production service to the outsourcer and develops its own brand products at the same time. Replacing OBM products' key parts with the outsourcer's is one of the most useful strategies to improve the quality and customer acceptance of OBM products. Accordingly, the effect of parts replacement in consumer choice behavior is analyzed firstly. Then the OEM-OBM Mixed Assemble-to-Order revenue model considering parts replacement is constructed. The model analysis and numerical simulation show that the OBM product demand increases as the replacement rate is added; and that the price of the OBM product are positively correlated with the parts replacement rate in some situations. If the replacement rate is not constrained, the contract manufacturer could gain a more market share with higher rate of parts replacement.关键词
代工生产(OEM)/自主品牌制造(OBM)/按订单装配(ATO)/零件替代/定价Key words
original equipment manufacturing (OEM)/own branding & manufacturing (OBM)/assemble to order (ATO)/parts replacement/pricing分类
管理科学引用本文复制引用
邱晗光,李宇雨,龙跃..OEM-OBM混合ATO生产下自主品牌产品零件替代及定价决策[J].工业工程,2017,20(3):68-74,7.基金项目
国家自然科学基金资助项目(71602014) （71602014）
重庆市基础与前沿研究计划资助项目(cstc2013jcyjA0998) （cstc2013jcyjA0998）
重庆市高等学校青年骨干教师资助计划(渝教人〔2011〕65号) （渝教人〔2011〕65号）
教育部人文社会科学研究资助项目(15XJC630009) （15XJC630009）
中国博士后科学基金资助项目(2015M572482,2016T90865) （2015M572482,2016T90865）
重庆青年科技人才培养计划资助项目(cstc2014kjrc-qnrc00003) （cstc2014kjrc-qnrc00003）
