基于联合广告投入的闭环供应链博弈策略

发布时间：2018-03-19 03:34

本文选题：闭环供应链　切入点：广告联合投入　出处：《系统工程》2017年05期 　论文类型：期刊论文

【摘要】：考虑联合广告投入对供应链各级流通主体决策的影响,构建供应链整体、各级流通主体与联合广告合作三种利润最大化博弈模型,分别探讨上下游企业的联合广告投入、回收率与全国品牌广告分摊率等关键决策变量对其收益的影响。研究表明:联合广告合作能够显著提高闭环供应链渠道运作效率,制造商、零售商均获得较高收益,可实现零供双方的互利共赢;在一定范围内,联合广告效应越大,产品的需求量、回收率越高,随之制造商与零售商所获得的利润越高,形成了一个正反馈循环;在联合广告合作模型中,联合广告效应带来的利润不仅能够弥补零售商额外承担的全国品牌广告成本,还能增加零售商的利润。最后,本文运用数值分析方法验证结论。
[Abstract]:Considering the influence of joint advertising investment on the decision-making of all levels of circulation agents in the supply chain, this paper constructs three kinds of profit maximization game models of the whole supply chain, the cooperation of all levels of circulation agents and joint advertising, and probes into the joint advertising investment of upstream and downstream enterprises, respectively. The effect of the key decision variables such as the recovery rate and the national brand advertising allocation rate on the revenue is studied. The results show that the joint advertising cooperation can significantly improve the efficiency of the closed-loop supply chain channel operation, and the manufacturers and retailers can obtain higher returns. In a certain range, the greater the effect of joint advertising, the higher the product demand and recovery, and the higher the profit of manufacturer and retailer, which forms a positive feedback cycle. In the joint advertising cooperation model, the profits brought by the joint advertising effect can not only compensate the retailers' extra national brand advertising costs, but also increase the retailers' profits. Finally, this paper uses the numerical analysis method to verify the conclusion.
【作者单位】：东北财经大学工商管理学院;上海交通大学安泰经济与管理学院;
【基金】：国家自然科学基金资助项目(71672026;71272050) 东北财经大学学科建设支持计划项目(XKT-201404)
【分类号】：F224.32;F274;F713.8

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