合作与竞争的零售商供应链价格与广告决策研究

发布时间：2019-03-04 21:31

【摘要】：建立了制造商领导下多个零售商竞争与合作时,制造商做广告与零售商做广告4种供应链广告模型,给出了制造商与零售商的广告投入水平、批发价、零售价的最优解,并对4种模型的结果进行了灵敏性及比较静态分析,最后对模型进行了仿真。结果表明:通过对竞争的零售商的结果比较分析得出在价格敏感因子及广告效率一定的情况下,制造商无论是选择利润最大化还是市场需求量最大化为目标,采用哪种广告形式取决于广告竞争因子与价格竞争因子的大小。在制造商广告的情形下,零售商竞争时的市场需求量与制造商的利润均较零售商合作时的大,此时制造商应鼓励零售商竞争。在零售商合作的情形下,制造商的利润在零售商广告时较大,此时则应将广告权交于零售商。零售商的合作使得零售商的利润增加,制造商利润减小。
[Abstract]:When many retailers compete and cooperate under the leadership of manufacturer, four kinds of supply chain advertising models of manufacturer and retailer are established, and the optimal solutions of advertising input level, wholesale price and retail price of manufacturer and retailer are given. The sensitivity and static analysis of the results of the four models are carried out. Finally, the simulation of the model is carried out. The results show that under certain price-sensitive factors and advertising efficiency, whether manufacturers choose to maximize profits or maximize market demand, the results show that through the comparative analysis of the results of competing retailers, under certain conditions of price-sensitive factors and advertising efficiency, manufacturers choose to maximize profits or maximize market demand. Which form of advertising depends on the size of advertising competition factor and price competition factor. In the case of the manufacturer's advertisement, the market demand and profit of the retailer in competition are larger than that in the cooperation of the retailer, and the manufacturer should encourage the retailer to compete at this time. In the case of retailer cooperation, the manufacturer's profit is larger at the time of the retailer's advertisement, and the right to advertise should be handed over to the retailer. The cooperation of retailers increases the profit of retailers and reduces the profit of manufacturers.
【作者单位】：贵州财经大学;武汉大学;
【基金】：国家自然科学基金资助项目(批准资助号:71231007,71071119) 2012年度贵州财经学院引进人才科研项目
【分类号】：F224;F713.8;F274

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