17-批量生产系统中的产品种类和垂直差异.doc

 批量生产系统中的产品种类和垂直差异 Dennis Z. Yu* School of Business, Clarkson University, P.O. Box 5790, Potsdam, NY 13699, USA 摘要：我们开发一个集成建模框架,研究了垄断公司的决策的产品多样性和相关生产批量计划垂直差异化的产品以及设计质量属性。客户是异构的边际估值的产品质量水平和使他们的购买决策效用函数最大化的价格和质量。我们的主要观点是公司的最优数量的产品变异是由一个参数是一个函数的市场大小和政府运作有关的成本,如设置和库存持有成本。其参数可以是解释为相对成本的生产技术。更便宜的生产技术为公司提供了机会,生产更多的产品变体。更昂贵的生产技术会减少产品种类,降低产品的质量,并减少总市场覆盖率(比如,市场覆盖的百分比)。我们的结果表明,生产产品种类总是对一个给定的生产技术,只要每个客户段生成非零利润。此外,该公司的访问客户的偏好信息可以提高盈利能力通过更高的质量水平和提高市场覆盖率。 关键词：产品生产;产品种类;垂直差异;经济产物批量生产规模;生产线设计 Product variety and vertical differentiation in a batch production system Dennis Z. Yu* School of Business, Clarkson University, P.O. Box 5790, Potsdam, NY 13699, USA Abstract:We develop an integrated modeling framework to study a monopolist firm’s decisions of product variety and related production batch planning for vertically differentiated products along design quality attributes. Customers are heterogeneous in their marginal valuations of the product quality level and make their purchase decisions to maximize a utility function of price and quality. Our key insight is the firm’s optimal number of product variants is determined by a parameter which is a function of market size and operations-related costs such as setup and inventory holding costs. The parameter can be interpreted as the relative cost of production technology. Less expensive production technology provides the firm opportunities to produce more product variants. More expensive production technology results in less product variety, lower product quality, and less total market coverage (i.e., percentage of the covered market). Our result indicates that producing product variety is always beneficial for a given production technology as long as each customer segment generates nonzero profit. In addition, the firm’s access to the customers’ preference information can increase profitabilityvia higher quality levels and increased market coverage. Keywords:Production;Product variety;Vertical differentiation;Economic production ba