具广告效应的闭环供应链协调性能研究

发布时间：2018-04-20 03:17

本文选题：广告 + 闭环供应链　；参考：《中国管理科学》2013年02期

【摘要】：构建了一个具广告效应的闭环供应链博弈模型,研究广告效应对闭环供应链节点企业决策,以及闭环供应链协调性能的影响。首先,在集中决策、分散决策和广告合作决策三种决策模式下,分别探讨了节点企业的广告投入量、回收率和广告分担率决策,然后,分析了广告效应对各决策变量和利润的影响,最后,运用数值方法,从渠道效率和制造商/零售商收益分配比两方面考察了广告合作对闭环供应链的协调性能。主要结论为:1)广告合作可以增加广告投入量、回收率和节点企业的利润,从而实现闭环供应链的协调;2)节点企业的最优广告投入量、广告分担率、回收率和利润均与广告效应正相关;3)广告合作策略极大地提升了闭环供应链的渠道运作效率,降低了制造商/零售商的收益分配比。随着广告效应的增大,渠道运作效率会逐渐降低,而制造商/和零售商的收益分配比会逐渐升高。
[Abstract]:A closed-loop supply chain game model with advertising effect is constructed to study the influence of advertising effect on the decision making and coordination performance of closed-loop supply chain node enterprises. First of all, under the three decision models of centralized decision, decentralized decision and advertisement cooperative decision, the paper discusses the decision of advertising input, recovery rate and ad sharing rate of node enterprises, and then, The effects of advertising effect on the decision variables and profits are analyzed. Finally, the coordination performance of advertising cooperation on closed-loop supply chain is investigated from the aspects of channel efficiency and profit distribution ratio of manufacturer / retailer by using numerical method. The main conclusions are as follows: 1) Advertising cooperation can increase the amount of advertising input, the recovery rate and the profit of the node enterprises, thus realizing the coordination of the closed-loop supply chain. Recovery rate and profit are positively correlated with advertising effect. (3) Advertising cooperative strategy greatly improves the channel operation efficiency of closed-loop supply chain and reduces the profit distribution ratio of manufacturer / retailer. With the increase of advertising effect, the channel operation efficiency will decrease gradually, and the profit distribution ratio of manufacturer / retailer will gradually increase.
【作者单位】：暨南大学管理学院;
【基金】：国家自然科学基金项目(70901033) 教育部人文社会科学研究项目(09YJC630102) 中央高校基本科研业务费专项资金资助(12JNQM002)
【分类号】：F224.32;F274;F713.8

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