基于产品生命周期的供应链合作广告分析

发布时间：2018-03-09 18:05

本文选题：博弈论　切入点：产品生命周期　出处：《四川大学》2007年硕士论文　论文类型：学位论文

【摘要】： 供应链中的渠道协调问题一直是学术研究的热点，合作广告作为一种重要的协调机制逐步受到研究者的重视。合作广告是一种成本分配机制，是制造商为其零售商提供广告支持，分担一定比例的广告费用。合作广告使零售商得以播放或刊登有关制造商的产品的广告，而这种广告的费用由制造商和零售商根据合作协议规定的比例分担。合作广告实质上是供应链系统中制造商和零售商所实施的纵向一体化的一种市场经营组织模式。在合作广告计划中制造商为零售商所分担的合作广告费用是巨大的。本文针对供应链合作广告问题展开研究，就采取合作广告策略是否会给制造商和零售商带来预期的收益，零售商是否有足够的动机来支持与制造商的合作广告战略，在何种合作态度下的供应链整体收益最大，如何设计机制使得双方的利润都提高并增加整个供应链系统的利润等一系列问题，采用定量方法进行了深入分析。首先，在对大量国内外相关文献进行分析、总结的基础上，，结合目前企业面临的市场环境和传统广告营销模式的缺陷引出了本文的选题——基于产品生命周期的供应链合作广告研究，运用博弈论方法研究企业的合作广告策略，同时引入产品生命周期理论来研究在不同产品生命周期下的博弈各方合作广告策略问题。其次，建立了一个单一制造商和两个零售商的垂直合作广告博弈模型，探讨了两种决策次序下的两个完全不合作模型，从售价、地方性广告投入、边际利润和各方利润等指标比较两个模型的特点及各博弈方的策略选择和效率问题。通过对各个指标的对比发现，在完全不合作的条件下，如果零售商愿意进行诸如合作广告的渠道协调的话，那么他将会获得比不进行渠道协调的零售商更多的利润，从而增加了零售商进行渠道协调的积极性。再次，介绍了合作态度的五种结构，根据博弈各方所持合作态度的不同建立了七个完全信息的动态博弈模型，并对这七个模型进行了求解和分析，从而得到了在不同的合作态度下的价格、边际利润、地方性广告投入及各博弈方利润等函数表达式，通过比较各个变量在不同的决策结构下的关系，进而分析各博弈方策略选择和效率问题。最后，指出了本文的主要研究成果、创新与不足以及在该领域进一步可以研究的课题。
[Abstract]:The channel coordination problem in supply chain has always been a hot topic in academic research. Cooperative advertising, as an important coordination mechanism, has been paid more and more attention by researchers. Cooperative advertising is a kind of cost allocation mechanism. It is the manufacturer who provides advertising support to its retailers and shares a certain proportion of the advertising costs. Cooperative advertising enables retailers to broadcast or publish advertisements about the manufacturer's products, The cost of the advertisement is shared by the manufacturer and the retailer according to the proportion stipulated in the cooperation agreement. In essence, the cooperative advertisement is a kind of vertical integration of the manufacturer and the retailer in the supply chain system. In the cooperative advertising program, the manufacturer's share of the cooperative advertising costs for the retailer is enormous. This paper focuses on the research of cooperative advertising in supply chain. Whether the cooperative advertising strategy will bring the expected profit to manufacturers and retailers, whether retailers have enough motivation to support the cooperative advertising strategy with manufacturers. A series of problems, such as how to design mechanism to increase the profit of both sides and increase the profit of the whole supply chain system, are analyzed deeply by quantitative method in which the overall profit of the supply chain is maximized under the cooperative attitude. First of all, on the basis of the analysis of a large number of domestic and foreign related literature, Combined with the current market environment faced by enterprises and the defects of traditional advertising marketing model, this paper leads to the topic of this paper-supply chain cooperative advertising research based on product life cycle, using game theory method to study the cooperative advertising strategy of enterprises. At the same time, the theory of product life cycle is introduced to study the cooperative advertising strategy of game parties under different product life cycle. Secondly, a vertical cooperative advertising game model of a single manufacturer and two retailers is established, and two completely uncooperative models under two kinds of decision order are discussed. The characteristics of the two models and the strategy selection and efficiency of the game parties are compared between the marginal profit and the profit of all parties. Through the comparison of each index, it is found that, under the condition of total non-cooperation, If the retailer is willing to carry out channel coordination such as cooperative advertising, he will gain more profit than the retailer without channel coordination, thus increasing the retailer's enthusiasm for channel coordination. Thirdly, five structures of cooperative attitude are introduced, seven dynamic game models with complete information are established according to the different cooperative attitudes of game parties, and the seven models are solved and analyzed. Thus, the function expressions of price, marginal profit, local advertising investment and game party profit are obtained under different cooperative attitudes, and the relationships between different variables under different decision structures are compared. Then it analyzes the strategy selection and efficiency of game parties. Finally, this paper points out the main research results, innovation and deficiency, as well as the subject that can be further studied in this field.
【学位授予单位】：四川大学
【学位级别】：硕士
【学位授予年份】：2007
【分类号】：F274;F713.8;F224

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