摘要
为研究产品差异化下的线上与线下融合供应链合作广告策略,针对单个制造商与单个零售商组成的线上与线下供应链,利用微分对策得到集中决策和分散博弈下供应链成员的广告投入和广告分担比例。研究结果表明,分担比例的大小与渠道产品商誉、供应链成员边际利润、产品差异化程度密切相关;Stackelberg博弈下零售商的最优广告策略为不分担制造商在线渠道对传统渠道的广告投入,并设计了一个广告费用分担合同来实现供应链协调;最后,用数值算例对结论进行了验证。
To research the product differentiation of Online and Offline integration(OAO)supply chain cooperative advertising strategy,aiming at the OAO supply chain composed of a single manufacturer and single retailer,the advertising and advertising share proportion under the centralized decision-making and decentralized supply chain members were obtained with differential game.The results showed that the proportion was closely related to the channel product goodwill,the marginal profit margin of supply chain members and the degree of product differentiation.Under Stackelberg game,the optimal advertising strategy of the retailer was to not share the advertising input of the manufacturer s online channel to the traditional channel,and an advertising expense sharing contract was designed to realize supply chain coordination.The numerical examples were used to verify the conclusion.
作者
肖剑
李园园
张旭梅
XIAO Jian;LI Yuanyuan;ZHANG Xumei(College of Mathematics and Statistics,Chongqing University,Chongqing 400044,China;College of Construction Management and Real Estate,Chongqing University,Chongqing 400044,China;College of Economics and Business Administration,Chongqing University,Chongqing 400044,China)
出处
《计算机集成制造系统》
EI
CSCD
北大核心
2018年第8期2088-2097,共10页
Computer Integrated Manufacturing Systems
基金
国家自然科学基金资助项目(71572020)~~
作者简介
肖剑(1975-),男,重庆綦江人,副教授,博士,研究方向:物流与供应链管理,E-mail:xj4448@126.com.;李园园(1996-),男,河南汝州人,本科生,研究方向:造价管理.;张旭梅(1966-),女,四川仁寿人,教授,博士,博士生导师,研究方向:物流与供应链管理。
