广告补贴对制造商直销渠道选择的影响研究
发布时间：2018-12-11 06:08
【摘要】：文章研究了制造商的广告补贴对其开通直销渠道的影响,以单渠道供应链为基准,探讨制造商的渠道选择决策,假设制造商为市场领导者,运用博弈论建立了Bertrand模型,得到了零售商和制造商的最优价格和最优利润。研究发现:当零售商的广告成本较低时,制造商会选择放弃开通直销渠道;当零售商的广告成本较高时,制造商会选择开通直销渠道而且会针对零售商的广告投入增加广告分担比重,然而制造商仍会侵蚀零售商的利润。此外,当零售商广告成本较小时,直销渠道减少了整个供应链价值;当零售商广告成本较大时,直销渠道增加了整个供应链价值。
[Abstract]:This paper studies the influence of advertising subsidy on the direct marketing channel of manufacturer, discusses the channel selection decision of manufacturer based on single channel supply chain, and establishes Bertrand model by using game theory, assuming that manufacturer is market leader. The optimal price and profit of retailers and manufacturers are obtained. The study found that: when the retailer's advertising costs are low, manufacturers will choose to give up the opening of direct marketing channels; When the retailer's advertising costs are high, manufacturers choose to open direct marketing channels and increase their share of advertising spending on retailers, while manufacturers still erode retailers' profits. In addition, when the retailer advertisement cost is small, the direct selling channel reduces the whole supply chain value; when the retailer advertisement cost is high, the direct marketing channel increases the whole supply chain value.
【作者单位】： 潍坊医学院公共卫生与管理学院;郑州成功财经学院;
【基金】：国家自然科学基金重点项目(71531009);国家自然科学基金资助项目(71101120)
【分类号】：F274;F713.8
本文编号：2372022
[Abstract]:This paper studies the influence of advertising subsidy on the direct marketing channel of manufacturer, discusses the channel selection decision of manufacturer based on single channel supply chain, and establishes Bertrand model by using game theory, assuming that manufacturer is market leader. The optimal price and profit of retailers and manufacturers are obtained. The study found that: when the retailer's advertising costs are low, manufacturers will choose to give up the opening of direct marketing channels; When the retailer's advertising costs are high, manufacturers choose to open direct marketing channels and increase their share of advertising spending on retailers, while manufacturers still erode retailers' profits. In addition, when the retailer advertisement cost is small, the direct selling channel reduces the whole supply chain value; when the retailer advertisement cost is high, the direct marketing channel increases the whole supply chain value.
【作者单位】： 潍坊医学院公共卫生与管理学院;郑州成功财经学院;
【基金】：国家自然科学基金重点项目(71531009);国家自然科学基金资助项目(71101120)
【分类号】：F274;F713.8
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