考虑零售商公平关切的双渠道供应链广告策略研究

发布时间：2018-06-08 06:57

本文选题：双渠道供应链 + 广告策略　；参考：《天津大学》2016年硕士论文

【摘要】：随着互联网和电子商务的兴起,线上广告和线下促销在引导消费过程中扮演着重要的作用,是渠道竞争的重要途径。上下游公司间实施合作广告策略,是一种非常常见也非常重要的营销手段。然而多数合作广告研究认为供应链成员是完全理性的,而忽视了供应链成员对于公平性的关注。本文针对双渠道供应链中的广告策略问题,在多种情境下探究合作广告、公平关切和博弈方式等方面对于广告决策和供应链表现的影响,得到不同情境下的最优广告策略,并设计改进广告合作机制以达到供应链广告量和效用双重协调。首先,研究供应链成员完全理性情况下,基于集中决策和分散决策的最优广告投放策略。研究发现,集中决策能够促进广告投放,并提升供应链利润,但在实施中存在诸多困难。分散决策策略中,Stackelberg博弈相对于Bertrand博弈是一种帕累托改进状态,合作广告相对于不合作广告也是一种帕累托改进状态,但成本分摊策略无法达成协调供应链的目的。其次,研究基于Bertrand博弈和Stackelberg博弈的考虑零售商公平关切的最优广告策略和供应链表现。由于信息的价值的存在,Stackelberg均衡下的最优决策是Bertrand均衡下的帕累托改进。在考虑零售商公平关切的Stackelberg博弈中,参数满足特定条件时能够实现广告合作,且公平关切减少了合作限制。同时,在Stackelberg博弈中,若供应链两成员间进行广告合作,在一定条件下公平关切能够实现供应链效用协调,但无法达成广告量协调。最后,本文设计了两种供应链改进机制,分别为战略联盟和“成本分摊+利润分享”模式。通过公式推导和数值算例的方法,证实了相对于集中决策,战略联盟一定条件下能够达成广告投放和供应链效用的双重协调,而“成本分摊+利润分享”模式能够帮助供应链达成广告量协调,但无法实现供应链效用协调。
[Abstract]:With the rise of Internet and electronic commerce, online advertising and offline promotion play an important role in the process of guiding consumption, which is an important way of channel competition. The implementation of cooperative advertising strategy between upstream and downstream companies is a very common and very important marketing tool. However, most cooperative advertising studies believe that supply chain members are completely rational and ignore the concerns of supply chain members about fairness. Aiming at the problem of advertising strategy in two-channel supply chain, this paper explores the influence of cooperative advertising, fair concern and game mode on advertising decision and supply chain performance in various situations, and obtains the optimal advertising strategy in different situations. And design and improve advertising cooperation mechanism to achieve the supply chain advertising volume and utility dual coordination. Firstly, the optimal advertising strategy based on centralized decision and decentralized decision is studied under the condition that supply chain members are completely rational. It is found that centralized decision can promote advertising and increase the profit of supply chain, but there are many difficulties in implementation. Compared with Bertrand game, Stackelberg game is a Pareto improved state in decentralized decision strategy, and cooperative advertising is a Pareto improvement state relative to non-cooperative advertising, but the cost allocation strategy can not achieve the purpose of coordinating supply chain. Secondly, we study the optimal advertising strategy and supply chain performance based on Bertrand game and Stackelberg game. Because of the existence of the value of information, the optimal decision under Stackelberg equilibrium is Pareto improvement under Bertrand equilibrium. In the Stackelberg game which considers the retailer's fair concern, the cooperation of advertisement can be realized when the parameters satisfy the specific conditions, and the fair concern reduces the limitation of cooperation. At the same time, in Stackelberg game, if the two members of the supply chain cooperate in advertising, under certain conditions, fair concern can achieve the coordination of supply chain utility, but not the coordination of advertising volume. Finally, this paper designs two supply chain improvement mechanisms, namely strategic alliance and cost-sharing profit sharing model. Through formula derivation and numerical example, it is proved that the strategic alliance can achieve the dual coordination of advertising and supply chain utility under certain conditions, compared with centralized decision-making. The "cost-sharing profit sharing" model can help the supply chain to achieve the coordination of advertising, but can not achieve the coordination of supply chain utility.
【学位授予单位】：天津大学
【学位级别】：硕士
【学位授予年份】：2016
【分类号】：F274;F713.8

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