不同决策模式下的双渠道供应链合作广告博弈分析

doi:10.12005/orms.2019.0078

运筹与管理 ›› 2019, Vol. 28 ›› Issue (4): 42-47.DOI: 10.12005/orms.2019.0078

不同决策模式下的双渠道供应链合作广告博弈分析

钱萍萍¹,严磊¹,李敏²

1.东南大学经济管理学院,江苏南京 210096;
2.南京大学工程管理学院,江苏南京 210093

收稿日期:2016-12-14 出版日期:2019-04-25
通讯作者: 李敏(1980-),女,江苏徐州人,教授,博士生导师,研究方向:最优化理论和方法,变分不等式理论、算法及其在经济管理、交通控制中的应用。
作者简介:钱萍萍(1991-),女, 河南周口人,硕士研究生,研究方向:供应链管理;严磊(1985-),男,河南信阳人,博士研究生,研究方向:供应链管理
基金资助:
江苏省基础研究计划(自然科学基金)资助项目(BK20181258)

Game Analysis of Cooperation Advertising in Dual-supply Chain under Different Decision-making Models

QIAN Ping-ping¹, YAN Lei¹, LI Min²

1.School of Economics and Management, Southeast University, Nanjing 210096, China;
2.School of Management and Engineering, Nanjing University, Nanjing 210093, China

Received:2016-12-14 Online:2019-04-25

摘要/Abstract

摘要： 本文研究了双渠道供应链中非合作广告模式、合作广告模式和战略联盟模式下的合作广告问题,给出了不同决策模式下的均衡解。对比分析发现:战略联盟模式中品牌广告和零售商广告投入水平最高,网络广告投入水平最低且零售渠道的产品需求最高。合作广告模式和战略联盟模式中的系统收益与广告比率负相关,与产品网络适应度正相关。

关键词: 双渠道供应链, 合作广告, 渠道竞争, 战略联盟

Abstract: This paper analyzes cooperative advertising in non-cooperation advertising model, cooperation advertising model and alliance model in dual-supply chain respectively. By deriving and comparing the equilibrium solutions of different decision-making models, we find that online advertising expenditure is the lowest, and national advertising expenditure, retailer advertising expenditure and retail demand are the highest in the alliance model. The gross profit of cooperation advertising model and alliance model in dual-supply chain is related to the ratio of advertising negatively and the product web-fit positively.

Key words: dual-supply chain, cooperation advertising, channel competition, alliance

中图分类号:

F272.3

钱萍萍,严磊,李敏. 不同决策模式下的双渠道供应链合作广告博弈分析[J]. 运筹与管理, 2019, 28(4): 42-47.

QIAN Ping-ping, YAN Lei, LI Min. Game Analysis of Cooperation Advertising in Dual-supply Chain under Different Decision-making Models[J]. Operations Research and Management Science, 2019, 28(4): 42-47.

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不同决策模式下的双渠道供应链合作广告博弈分析

Game Analysis of Cooperation Advertising in Dual-supply Chain under Different Decision-making Models

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