基于 Nash 议价的平台与企业带量采购战略决策

文章考虑由一家营销型制药企业与一个药品采购平台构成的供应链, 构建制药企业在直接采购和带量采购两种情形下的博弈模型, 分析制药企业的最优策略选择问题, 并探究约定采购比例、营销努力系数及营销成本系数等因素对制药企业决策的影响。研究结果表明: 当约定采购比例较小且企业谈判能力较强时, 参与带量采购成为制药企业的占优策略; 反之, 当约定采购比例较大时, 选择直接采购能为企业带来更高利润。随着企业谈判能力与营销水平需求影响系数的增强, 企业选择参与带量采购的决策区间相应扩大。

This paper considers the supply chain structure composed of a marketing pharmaceutical enterprise and a drug procurement platform, constructs a game model for the pharmaceutical enterprise under direct procurement and volume-based procurement, respectively, analyzes the optimal strategy selection of the pharmaceutical enterprise, and explores the influence of factors such as the proportion of agreed procurement, marketing effort coefficient, and marketing cost coefficient on relevant decisions of the pharmaceutical enterprise. The results show that when the proportion of agreed procurement is small and the negotiation ability of the enterprise is strong, the choice to participate in the volume-based procurement becomes the dominant strategy for the pharmaceutical enterprise. On the contrary, when the proportion of agreed procurement is large, direct procurement can yield higher profits for the pharmaceutical enterprise. With the increase of the enterprise's negotiation ability and demand influence coefficient of marketing level, the decision range for the enterprise to participate in volume-based procurement increases.