供应链横向竞争中的广告与定价策略分析

发布时间：2019-06-01 23:41

【摘要】：随着经济全球化和科学技术的发展,供应链成为跨企业整合所有商业活动的管理集成,是现代企业管理的重要思想和方法,企业之间的竞争也随之发展成为供应链的竞争。在供应链之间的这种竞争模式中,水平竞争与垂直竞争并存,在链内供应商要考虑和零售商的博弈,在链间还要考虑竞争供应链的决策对自身的影响。而广告作为影响消费者需求比较普遍的一种营销方式,在竞争型供应链中的地位也日趋重要。因此,在复杂的供应链竞争环境中,如何通过合理地进行广告投入,使得供应商和零售商将各自独特的广告资源优势联合起来并有效地加以整合；以及如何通过合理的定价,使得供应商和零售商得到最大的收益；进而为企业决策者提供依据,已成为竞争型供应链中研究的热点问题。本文首先从影响供应链需求函数的因素出发,介绍了国内外关于影响需求函数的价格因素和非价格因素(产品质量,服务,广告)的文献综述,着重分析了广告影响需求的供应链模型的研究情况。随后,在考虑供应商分担一定比例的零售商广告投入成本的前提下,分别研究了集中决策和分散决策,单链进行广告投入的双供应链竞争模型；得出了供应链成员的定价和广告策略；并通过两种决策模式下的结果比较分析,得出供应商与零售商进行广告合作的条件；接着应用MATLAB软件进行算例仿真,对模型和研究结论作进一步验证,探讨广告差异系数对供应商和零售商的定价、广告投入策略以及对它们利润的影响。之后,建立双链均进行广告投入的供应链竞争模型；分别研究了集中决策模式和分散决策模式下双竞争型供应链成员的定价及广告策略；同时通过与双链均不进行广告投入的供应链基准模型的对比,得出供应商愿意与零售商进行广告合作的条件；最后,通过算例仿真,对模型和研究结论作进一步验证,探讨产品价格系数对供应商和零售商的定价、广告投入策略以及对它们利润的影响。同时考察了零售商与供应商选择决策模式的算例分析。研究表明,分散决策时,占主导的供应商具有先动优势；在单链投入广告的情况下,集中决策的收益大于分散决策；但在双链均进行广告投入时,集中决策的收益不一定大于分散决策时的收益。论文的最后部分总结了本文的研究成果并指出进一步的研究方向。
[Abstract]:With the development of economic globalization and science and technology, supply chain has become the management integration of all business activities across enterprises, and it is an important idea and method of modern enterprise management. The competition among enterprises has also developed into the competition of supply chain. In this competition mode between supply chains, horizontal competition and vertical competition coexist. Suppliers should consider the game with retailers in the chain, and the influence of competitive supply chain decision on themselves should also be considered between chains. As a kind of marketing method which affects consumer demand, advertising plays an increasingly important role in competitive supply chain. Therefore, in the complex supply chain competition environment, how to make suppliers and retailers combine and effectively integrate their unique advertising resource advantages through reasonable advertising investment; And how to make suppliers and retailers get the maximum profit through reasonable pricing, and then provide the basis for enterprise decision makers, has become a hot issue in competitive supply chain. Starting from the factors that affect the demand function of supply chain, this paper introduces the literature review of price factors and non-price factors (product quality, service, advertising) that affect demand function at home and abroad. This paper focuses on the research of supply chain model in which advertising affects demand. Then, on the premise of considering the supplier sharing a certain proportion of the advertising input cost of retailers, the dual supply chain competition model of centralized decision-making and decentralized decision-making and single-chain advertising input is studied respectively. The pricing and advertising strategies of supply chain members are obtained, and the conditions of advertising cooperation between suppliers and retailers are obtained through the comparative analysis of the results under the two decision-making modes. Then the MATLAB software is used to simulate the model and research conclusions, and the influence of advertising difference coefficient on the pricing of suppliers and retailers, advertising input strategy and their profits is discussed. After that, the supply chain competition model of double chain advertising input is established, and the pricing and advertising strategy of double competitive supply chain members under centralized decision mode and decentralized decision mode are studied respectively. At the same time, through the comparison with the supply chain benchmark model, which does not carry on the advertisement investment in the double chain, the condition that the supplier is willing to carry on the advertisement cooperation with the retailers is obtained. Finally, through the simulation of an example, the model and research conclusions are further verified, and the influence of product price coefficient on the pricing of suppliers and retailers, advertising input strategy and their profits is discussed. At the same time, the example analysis of the decision mode of retailers and suppliers is investigated. The research shows that the dominant supplier has the advantage of taking the lead in decentralized decision-making, and in the case of single-chain investment advertising, the profit of centralized decision-making is greater than that of decentralized decision-making. However, when advertising investment is carried out in both chains, the income of centralized decision-making is not necessarily greater than that of decentralized decision-making. The last part of the paper summarizes the research results and points out the further research direction.
【学位授予单位】：福州大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F274

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