系统管理学报2026，Vol.35Issue(3)：649-661,13.DOI:10.3969/j.issn2097-4558.2026.03.004
考虑反向定制产品风险的平台供应链价值共创
Value Co-Creation in Platform Supply Chains Considering Reverse-Customized Product Risk
摘要
Abstract
With the rapid development of the platform economy,the reverse customization model—by directly connecting consumer groups with manufacturing factories—has gradually become a new paradigm for product value co-creation.While reverse-customized products bring great opportunities for platforms and suppliers,they are also accompanied by uncertainty and risks associated with market entry.How to decide whether to explore reverse customization information on platforms and how to share such information are crucial issues for platforms.This paper constructs a closed-loop supply chain system consisting of a single supplier and a single retail platform and designs three strategies considering the risk of reverse-customized products:no information sharing(NI),free information sharing strategy(FI),and toll information sharing(TI).It employs a Stackelberg game to derive equilibrium solutions.The results show that when consumer heterogeneity in product perception is low and the cost of new product improvement is at extreme levels,FI and TI strategies outperform the NI strategy in improving platform profits.However,as consumer heterogeneity and the cost of product improvement increase,both the platform and the supplier tend to choose the NI strategy.In addition,under the TI strategy,the platform's commission rate has a positive effect on profits,indicating that the TI strategy is generally superior to both FI and NI strategies.As platform profits increase,there is greater incentive to invest in information technology to further mine consumer feedback,enabling more accurate identification of consumer preferences and consequently reducing suppliers' costs of new product improvement.This paper provides a theoretical foundation and decision support for platform enterprises in terms of information sharing and value co-creation from the perspective of risks associated with new and existing products.关键词
反向定制/价值共创/新产品风险/Stackelberg博弈/信息分享Key words
reverse customization/value co-creation/new product risk/Stackelberg game/information sharing分类
管理科学引用本文复制引用
华连连,赵泽玲,彭佳,王建国,闫祺..考虑反向定制产品风险的平台供应链价值共创[J].系统管理学报,2026,35(3):649-661,13.基金项目
国家自然科学基金资助项目(71963025) （71963025）
内蒙古杰出青年基金资助项目(2022JQ03) （2022JQ03）
科技部国家重点研发计划政府间国际科技创新合作重点专项(2022YFE0120000) （2022YFE0120000）
内蒙古自治区高等学校创新团队发展计划支持项目(NMGIRT2325) （NMGIRT2325）
内蒙古自治区重点研发和成果转化计划项目(2023YFHH0052) （2023YFHH0052）
内蒙古自治区直属高校基本科研业务费项目(JY20230012,JY20240048,JY20240076) （JY20230012,JY20240048,JY20240076）
内蒙古自然科学基金资助项目(2023LHMS07004,2023MS07011) （2023LHMS07004,2023MS07011）
内蒙古自治区社会科学基金资助项目(RZ2400001042,2024BY17) （RZ2400001042,2024BY17）
内蒙古自治区高校人文社会科学重点研究基地开放课题(KFSM-GDSK0206,KFSM-GDSK0207) （KFSM-GDSK0206,KFSM-GDSK0207）
