供应链互补产品广告投入和捆绑销售联合决策研究

以一个制造商和一个零售商的供应链为研究对象,制造商生产两种互补产品,零售商可选择分开或捆绑两种销售策略。考虑互补品的负交叉弹性和广告外部性的特点,构建基于溢出效应的需求模型,运用博弈论的方法,求解零售商采取分开和捆绑两种销售策略时的均衡结果。通过比较不同销售策略下的均衡结果及利润关系,探讨在分散式和集中式两种情况下,零售商的最优广告投入和捆绑销售的联合决策问题。最后,通过数值算例,讨论产品互补程度和广告成本系数对决策结果的影响。研究结果表明,无论是在分散式还是集中式决策下,当产品互补程度较高或广告成本系数低时,分开销售是占优策略而广告费用较高;当产品互补程度较低且广告成本系数高时,捆绑销售是占优策略且广告费用较低。

Optimal Advertising and Bundling Decisions for Complementary Products in a Supply Chain

This article studies a supply chain considering of a multi-product manufacturer and a retailer. The manufacturer provides two complementary products and sales them through a retailer. The retailer can sell complementary goods by two strategies: pure component and pure bundling. We introduce inverse line demand functions by taking into account the product cross elasticity and spillover effect, and employ a Stackelberg game model to explore the retailer’s optimal advertising and bundling jointed decisions in a decentralized or centralized supply chain. And the numerical example is used to investigate the effects of product complementarities and advertising cost on the jointed optimal decisions. The research indicates that both in a decentralized or centralized supply chain, the optimal advertising expenses of complementary goods are lower when the retailer takes a pure bundling sale strategy instead of taking a pure component. And, for the retailer, when the complementarities are high or the advertising cost is low, the pure component is a dominant strategy; when the complementarities are moderately low and the advertising cost is high, the pure bundling is the optimal strategy. The results offer some guidance to the retailer’s advertising and bundling joint decisions.