考虑延时效应的供应链动态合作广告策略研究

发布时间：2018-07-10 20:01

本文选题：合作广告 + 延时效应　；参考：《管理科学学报》2017年09期

【摘要】：广告的延时效应是供应链广告过程中的普遍现象,对供应链合作广告策略的制定具有重要影响.文章研究当产品品牌信誉受广告延时效应影响时供应链的合作广告策略问题,建立了含有时间延迟的品牌信誉动态模型和考虑品牌信誉的产品销售量模型.运用极大值原理,得到了制造商和零售商在分散式决策和集中式决策下的最优广告投入、品牌信誉和利润,以及分散式决策下制造商的最优合作广告参与率.研究发现:在集中式决策下制造商和零售商的最优广告投入和产品销售量均高于分散式决策下的相应值;延迟时间存在一个阈值,当延迟时间低于该阈值时,集中式决策下的供应链利润较高,反之则分散式决策下的供应链利润较高.研究结果为供应链合作广告策略的制定及供应链决策机制的选择提供了一定的参考.最后,通过数值算例分析了广告延迟时间对供应链最优广告策略及决策机制的影响.
[Abstract]:The delay effect of advertising is a common phenomenon in the advertising process of supply chain, which has an important influence on the formulation of cooperative advertising strategy in supply chain. This paper studies the cooperative advertising strategy in the supply chain when the product brand reputation is affected by advertising delay, and establishes a dynamic model of brand reputation with time delay and a product sales model considering brand reputation. The optimal advertising investment, brand reputation and profit of manufacturers and retailers under decentralized and centralized decision-making, and the optimal participation rate of manufacturers in cooperative advertising under decentralized decision are obtained by using maximum principle. It is found that the optimal advertising inputs and product sales of manufacturers and retailers are higher than those of decentralized decision, and that there is a threshold for delay time, and when the delay time is lower than this threshold, The profit of supply chain under centralized decision is higher than that of supply chain under decentralized decision. The results provide a reference for the formulation of cooperative advertising strategy and the selection of supply chain decision-making mechanism. Finally, the effect of advertising delay time on the optimal advertising strategy and decision mechanism of supply chain is analyzed by numerical examples.
【作者单位】：哈尔滨理工大学管理学院;哈尔滨理工大学应用科学学院;
【基金】：国家自然科学基金资助项目(11271103;71171069) 黑龙江省教育厅科学技术研究资助项目(12531138)
【分类号】：F274;F713.8

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