多渠道供应链中欺诈性仿冒产品的影响及其防治策略研究

项目名称： 多渠道供应链中欺诈性仿冒产品的影响及其防治策略研究

项目编号： No.71301032

项目类型： 青年科学基金项目

立项/批准年度： 2014

项目学科： 管理科学

项目作者： 张杰

作者单位： 广东财经大学

项目金额： 20.5万元

中文摘要： 当今仿冒产品的侵害范围越来越大，已严重威胁到了企业的利润和信誉、消费者的健康和安全，乃至全球经济的发展。但是，文献中关于仿冒产品的研究，特别是关于欺诈性仿冒产品（消费者在购买时并不知情，处于信息不对称的状况）的理论研究，仍有较多空白。而且已有研究偏重于经济学和市场营销学领域，较少存在于供应链管理领域。本项目着眼于欺诈性仿冒产品，从多渠道管理这一全新的角度出发进行研究。通过多渠道的销售，生产商能够分散单一渠道被仿冒产品侵入的风险，但销售渠道之间的相互竞争也有可能损害企业的总体利益，从而引出许多新的研究问题，是对传统渠道管理研究的有力推广。本项目将综合运用博弈论、渠道管理、供应链协调、消费者行为分析等理论方法，深入研究欺诈性仿冒产品在多渠道供应链中对各渠道成员的影响，以及如何合理地设计销售渠道以更有效地防治此类仿冒产品、实现渠道协调，为有关企业和部门提供决策支持。

中文关键词： 欺诈性仿冒产品；多渠道；竞合关系；博弈论；

英文摘要： The counterfeiting products have been fast increasing in the recent years and have a larger range than ever. They have been regarded as great threats to a company's profitability and its brand name, to consumers' healthy and safety issues, and even to the development of the global economy. There are still many gaps in the literature of the research of counterfeits, especially about deceptive counterfeits, which consumers cannot distinguish from authentic products in purchasing and thus have asymmetric information. Furthermore, the existing researches are mostly conducted in the fields of economics and marketing, but very few is in the field of supply chain management. To fill this research gap, we propose this project which will focus on the study of deceptive counterfeits in a supply chain with multiple channels. Note that, a brand name company can mitigate the risk of counterfeits' penetration by selling its products through multiple channels, while the competition among multiple channels may also hurt the company's profitability. Thus, many new and interesing research problems arise. In this project, we will use game theory, channel managemnet, supply chain coordination and strategic consumer behavior analysis to study the impact of deceptive counterfeits on the channel members in the supply chain with multip

英文关键词： deceptive counterfeits；multiple channels；supply chain co-opetition；game theory；