수요가 불확실한 대여산업의 거래모형

Abstract

본 연구에서는 수요의 행태가 불확실한 대여산업의 경우에 공급사슬 전체의 이익을 극대화하면서 기업들에게 유인부합성(incentive compatability)을 제시할 수 있는 최적의 거래모형을 설계하고자 한다. 비교대상이 된 거래모형은 독립적거래모형, 수입공유모형, 재매입 모형, 가격할인모형 및 프랜차이즈모형 등이다. 이러한 거래모형들 가운데에서 가장 우수한 결과를 보이는 거래모형은 프랜차이즈모형인 것으로 나타났다. 이 거래모형에서는 생산/도매업체는 제품을 생산원가로 소매대여업체에게 공급하고, 모든 대여수입은 소매대여업체가 점유하도록 하여야 한다. 그 대신 생산/도매업체에게는계약에 의해 사전에 결정된 고정지불금의 형태로 보상을 하는 거래모형이다. 이 경우 대여산업의 공급사슬은 수입공유모형(revenue sharing model)이 요구하는 수직통합 형태를 갖추지 않고도 공급사슬 전체의 이익을 최대화 할 수 있을뿐더러, 소매대여업체의 영업상황을 생산/도매업체에게 투명하게 드러낼 필요가 없어서, 현실적으로 훨씬 활용가능성이 높은 거래모형이 될 수 있다.

The research designs an optimal transaction scheme which maximizes profit for a supply chain and guarantees incentive compatability to each of the involved firms. We compare the performance of a typical noncollaborative transaction model (basic model) with those of the collaborative transaction models which include revenue sharing business model, buy-back model, price-discount model, and franchise model. It is proved that buy-back model as well as price-discount model are special cases of the revenue sharing business model. In addition to that, it becomes evident that the buy-back model turns out to be equivalent to the price-discount model showing the same performance if we are allowed to discard the time value of money. Even though so, it is not surprising to observe many firms apply various forms of the buy-back models as well as the pricediscount models in the real world despite of such limits. We believe that this is because the value of those transaction models is based on certain long-term strategic motivations rather than short-term profit maximization intention. The revenue sharing model is able to achieve the maximized profit for the supply chain when the supplier and the retailor construct a vertically integrated supply chain, which is not incentive compatible to the supplier. Therefore the firms in the supply chain are enforced to find a suboptimal contract in terms of profitability to create the incentive compatibility to both of them simultaneously. It appears to be that the franchise model is able to remove such inefficiency in the transaction process. Also, it is essential to provide transaction transparency of the retailor to make revenue sharing model vital. Furthermore the optimized revenue sharing business model is beneficial to rental customers as well as the involved firms. This is because the scheme can make the customers enjoy the lowest rental price and the highest service level. But if the firms pursue a suboptimal contract with revenue sharing scheme to generate incentive compatibility to both of them, then the customers have to suffer from rental price increase and service level decrease. The interesting fact is that franchise model shows the best performance among the models in terms of profit maximization through the whole supply chain. The scheme encourages that the supplier offers its products to its retailor without adding any margin and allows the retailor to occupy all the resulting revenue from the market. In return the retailor pays a fixed amount of prior payment to its supplier based on the contract to share the profit eventually. Also the scheme does not require a vertically integrated business structure of the supply chain as well as the transaction transparency of retailor which are essential in the revenue sharing business model. In addition to that, this scheme is able to maintain the best characteristics of the optimized revenue sharing business model achieving the lowest rental price and the greatest service level to the customers. Therefore it is evident that the franchise model helps not only the firms in the supply chain by guaranteeing the highest profit to them but also the rental customers with the lowest rental price and the greatest service level.