| 不同决策模式下的双渠道供应链合作广告博弈分析 |
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| 引用本文： | 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. |
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| 作者姓名： | 钱萍萍 严磊 李敏 |
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| 作者单位： | 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 |
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| 基金项目： | 江苏省基础研究计划(自然科学基金)资助项目(BK20181258) |
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| 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。
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| 关 键 词： | 双渠道供应链 合作广告 渠道竞争 战略联盟 |
| 收稿时间： | 2016-12-14 |
Game Analysis of Cooperation Advertising in Dual-supply Chain under Different Decision-making Models |
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| 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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| Authors: | QIAN Ping-ping YAN Lei LI Min |
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| Institution: | 1.School of Economics and Management, Southeast University, Nanjing 210096, China;2.School of Management and Engineering, Nanjing University, Nanjing 210093, China |
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| 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. |
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| Keywords: | dual-supply chain cooperation advertising channel competition alliance |
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