管理工程学报2018，Vol.32Issue(3)：162-170,9.DOI:10.13587/j.cnki.jieem.2018.03.019
供应链跨国进入模式下的Hotelling决策模型及策略
Hotelling decision-making model and tactics for supply chain with transnational entry mode
摘要
Abstract
Economic globalization enables multinational companies to become more successful. At the early stage of doing business overseas, multinational firms always use licensing trade (e.g. sale agent) to enter host country market. After increasing market share in host country, the multinational will invest more money either by establishing factory or by outsourcing manufacturing sector to firms in order to further tap into local market. On the circumstance of being unfamiliar with oversea market, multinationals prefer choosing joint venture to enter host country. After knowing the market well and without entry market barriers, multinational ultimately select the two entry mode alternatives---GreenField (GF) and Mergers & Acquisitions (MA) for across-capital with the features of chasing profit and exclusiveness. GreenField and Mergers & Acquisitions have the attribute of comparability. Meanwhile, the two entry mode alternatives have significance for multinational to root in host country and further obtain competitive advantages. Considering the current literature about GF/MA just focusing on one tier of supply chain, little studies analyzed different entry mode and how it affects decision-making from the perspective of supply chain system. This paper will consider two kinds of typical entry modes, explore their influence on decision-making and different tactics under the competition and monopoly conditions from supply chain perspective. This paper firstly addressed four stages of multinational entering target market in host country. Hotelling Model is introduced to study spatial and distant differences between multinational and local supply chains, and its competitive game situation. The relevant supply chain decision-making models are constructed for the two entry modes of GF and MA. Furthermore, in the setting of GF, this study analyzes the equilibrium sale price for local and transnational supply chains, and monopolized price and profit in the setting of MA. When multinational companies enter the market of the host country, factors such as profit, market size and market competition, must be considered. Therefore, in the mode of GF and MA, we analyze and compare the profit level of supply chain in different situations, as well as the effect of the changes of market size and competition size on the ways of constructing transnational supply chains and obtaining optimal strategy and prerequisite constraints under different combinations of thresholds. This study also conducts sensitivity analysis of the relatively important factors of market demand and product price. Finally, through the example of the enterprise SANY, the analysis of the two main stages of SANY’s transnational process is made. The first stage is the initial stage of the transnational entry mode. The cross-border integration of SANY supply chain starts from the upstream (Supplier) and then makes transition to the downstream (sales network). However, these cross-border integrations are limited to certain parts of the supply chain instead of a global integration of the entire supply chain. The second stage is the advanced stage of transnational entry mode. At this stage, SANY supply chain takes GF as the first choice. SANY supply chain starts from the developing countries like India and Brazil to the developed countries such as the United States. Finally, SANY supply chain chooses M&A mode to merge the big company Putzmeister Germany and realizes the substantial transnational operation of supply chain. In summary, the case of SANY supply chain’s transnational entry mode shows that under the relatively strong or weak market competition, multinational companies will choose the GF to enter the market. At a moderate level of market competition, multinationals will choose MA. In smaller markets demand, multinational companies will use more advanced technology when the intensity of competition is large. When the intensity of market competition is at middle level, multinationals tend to choose M&A to become market monopoly.关键词
跨国供应链/进入模式/Hotelling模型/策略Key words
Multinational supply chain/Entry mode/Hotelling model/Tactics分类
管理科学引用本文复制引用
黎继子,汪忠瑞,刘春玲,李柏勋..供应链跨国进入模式下的Hotelling决策模型及策略[J].管理工程学报,2018,32(3):162-170,9.基金项目
国家自然科学基金资助项目(71472143、71171152、71401042) （71472143、71171152、71401042）
教育部人文社科资助项目(15YJA630035) （15YJA630035）
湖北省教育厅哲学资助重大项目(15ZD026) （15ZD026）
