نوع مقاله : پژوهشی
دانشکده مهندسی صنایع و سیستمها، دانشگاه صنعتی اصفهان
عنوان مقاله [English]
Nowadays, with the increasing importance of communication, competition in the smart phone supply chain is greatly increased with the arrival of various companies. Companies at all levels of the smart phone supply chain compete and coordinate with each other for market share and profit. These companies should be able to make right decisions in the competitive marketplace and even
collaborate with some other members of the chain to preserve their survival in the market. Telecom service operator and smart phone manufacturer are two key members of smart phone supply chain. The importance of channel selection and pricing to the competitiveness of a supply chain has been recognized in practice and literature for some time. In this paper, we examine the impact of power structures on the decision of pricing and channel selection between a free channel and a bundled channel. This paper investigates the smart phone supply chain that consists of two smart phone manufacturers and two telecom service operators. Based on game theory models, the manufacturers' optimal retail pricing policies in free and bundled channels and the telecom service operators' optimal subsidy policies in a bundled channel are derived under different power structures. The results show that there exist unique optimal retail prices for free and bundled products of the smart phone manufacturer in
the free channel and bundled channel with different power structures. There are also unique optimal subsidies for the telecom service operator in bundled channels with different power structures. Our findings also show that different power structures have significant impact on the profit of individual firms and the entire smart phone supply chain's profitability. Finally, a numerical
example will be provided to illustrate the effectiveness of the proposed method, sensitivity analysis and the effect of price changes in telecom operator services. The results show that cooperation between a smart phone manufacturer and a telecom service operator has high impact on profit of each player.