供应链中的动态合作广告契约研究

发布时间：2018-05-01 22:40

本文选题：供应链管理 + 合作广告　；参考：《中国科学技术大学》2014年博士论文

【摘要】：20世纪90年代以来,随着各个行业供应链的迅速发展,供应链网络中企业间的联系越来越广泛。作为供应链合作的一种特殊方式,合作广告是指上游制造商为刺激下游零售商在广告方面的积极性,适度承担其广告成本,以期实现供应链上下游企业共赢。本文以供应链合作广告实践为基础,利用微分博弈理论分析了在供应链中发挥不同角色企业间的合作广告决策。首先,本文第三章关注了传统合作广告问题中制造商广告补贴上限问题。通过一个三阶段的决策结构,各成员制定了均衡广告决策。本文着重分析了制造商广告补贴累积率(accrual rate)对供应链各成员合作广告决策及利润的影响。其次,本文第四章将消费者心理因素考虑进了垂直供应链中企业合作广告决策,研究了参考价格效应对制造商和零售商广告决策和补贴决策的影响。在以上两个传统合作广告问题的扩展研究之后,本文第五章和第六章突破了垂直供应链下制造商和零售商的合作广告研究框架,分别从纵向和横向两个角度对研究框架进行了扩展。其中,第五章在要素品牌战略的背景下研究了要素/零部件供应商与产成品制造商之间的合作广告策略。供应商分摊制造商一部分广告成本,而制造商将供应商品牌元素融入自身品牌广告中。本章着重探讨了供应商提供合作广告的条件并在存在两个互补供应商的情形下,研究了供应商品牌合作模式对供应商广告补贴政策的影响。第六章关注了横向供应链成员广告合作问题,分析了两个横向企业的两种广告合作模式。本章在每种模式下研究了各企业最优的广告投入决策并对不同合作模式进行了比较分析。本文的创新与贡献如下：(1)取材于合作广告实践,丰富了合作广告研究背景,为众多实践问题构建了模型并得到了解析解,为合作广告问题的理论研究做出了贡献。(2)首次通过构建数学模型描述了如果制造商存在补贴上限,合作广告问题中各企业的决策变化和利润变化。(3)首先将消费者心理因素考虑进合作广告研究,通过分析性模型研究了消费者参考价格与合作广告决策之间的相互作用。(4)对合作广告问题传统研究框架进行了扩展,研究了合作广告发生在其他供应链角色之间的情形,包括垂直供应链中的材料供应商和产成品生产商之间及横向供应链企业间的合作广告问题。
[Abstract]:Since 1990s, with the rapid development of supply chain in various industries, the relationship between enterprises in supply chain network is more and more extensive. As a special way of supply chain cooperation, cooperative advertising refers to upstream manufacturers to stimulate the downstream retailers in advertising enthusiasm, appropriate to bear its advertising costs, in order to achieve a win-win upstream and downstream supply chain enterprises. Based on the practice of cooperative advertising in the supply chain, this paper analyzes the cooperative advertising decision among enterprises playing different roles in the supply chain by using the differential game theory. Firstly, the third chapter focuses on the ceiling of manufacturer's advertising subsidy in the traditional cooperative advertising problem. Through a three-stage decision-making structure, each member makes a balanced advertising decision. This paper focuses on the analysis of the effect of the cumulative rate of manufacturer's advertising subsidy on the cooperative advertising decision and profit of each member of the supply chain. Secondly, in the fourth chapter, the consumer psychological factors are taken into account in the enterprise cooperative advertising decision in the vertical supply chain, and the influence of reference price effect on the advertising decision and subsidy decision of manufacturer and retailer is studied. After the expansion of the above two traditional cooperative advertising problems, the fifth and sixth chapters break through the cooperative advertising research framework of manufacturers and retailers under the vertical supply chain. The research framework is expanded from the vertical and horizontal angles respectively. The fifth chapter studies the cooperative advertising strategy between factor / parts supplier and finished product manufacturer under the background of factor brand strategy. Suppliers share part of the advertising costs of manufacturers, and manufacturers incorporate supplier brand elements into their own brand advertising. This chapter focuses on the conditions for suppliers to provide cooperative advertising. In the presence of two complementary suppliers, the impact of supplier brand cooperation on supplier advertising subsidy policy is studied. The sixth chapter focuses on the problem of advertising cooperation among the members of horizontal supply chain, and analyzes the two advertising cooperation modes of two horizontal enterprises. In this chapter, the optimal advertising investment decision of each enterprise is studied in each model, and the different cooperation modes are compared and analyzed. The innovation and contribution of this paper are as follows: (1) based on cooperative advertising practice, it enriches the background of cooperative advertising research, builds models for many practical problems and obtains analytical solutions. Contribution to the theoretical study of Cooperative Advertising problem.) for the first time, a mathematical model is constructed to describe the existence of a subsidy cap for manufacturers. In the problem of cooperative advertising, the decision changes and profit changes of each enterprise are taken into account in the study of cooperative advertising, first of all, the psychological factors of consumers are taken into account in the study of cooperative advertising. Based on the analytical model, this paper studies the interaction between consumer reference price and cooperative advertising decision. It extends the traditional research framework of cooperative advertising, and studies the situation of cooperative advertising in other supply chain roles. Including the vertical supply chain between material suppliers and finished product manufacturers and horizontal supply chain enterprises cooperation advertising problem.
【学位授予单位】：中国科学技术大学
【学位级别】：博士
【学位授予年份】：2014
【分类号】：F274;F713.8

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