直销型闭环供应链的广告协调机制研究
发布时间：2019-06-04 23:18
【摘要】：随着网络的发展,直销型闭环供应链逐渐形成,并且以其特有的优势被越来越多的企业所关注,文章对这种直销型闭环供应链的广告协调机制进行研究。首先,文章计算出四种不同运作模式的最优广告策略和定价策略;然后,结合数值分析,研究不同运作模式下广告策略和定价策略的关系;最后,设计相应的协调机制。研究表明:在这四种运作模式中,"合作决策广告模式"优于"制造商分担成本的分散决策广告模式"优于"制造商不分担成本的分散决策广告模式"优于"无广告投入的分散决策模式"。这四种决策模式的变化依赖于闭环供应链成员的合作程度。只有当制造商和回收商结成战略合作伙伴关系时,双方才会采用"合作决策广告模式",共同增加闭环供应链渠道的利润,进而实现双赢。在实践中,双方大多采取"制造商不分担成本的分散决策广告模式"和"制造商分担成本的分散决策广告模式",此时,通过有效的协调机制,可以实现"分散决策广告模式"和"合作决策广告模式"的协调。
[Abstract]:With the development of network, direct selling closed-loop supply chain is gradually formed, and more enterprises pay attention to it because of its unique advantages. This paper studies the advertising coordination mechanism of this kind of direct-selling closed-loop supply chain. First of all, the paper calculates the optimal advertising strategy and pricing strategy of four different operation modes; then, combined with numerical analysis, studies the relationship between advertising strategy and pricing strategy under different operation modes; finally, designs the corresponding coordination mechanism. The study shows that among the four modes of operation, "Cooperative decision advertising mode" is superior to "manufacturer cost sharing decentralized decision advertising mode" is superior to "manufacturer does not share cost decentralized decision advertising mode" is superior to "decentralized decision mode without advertising input". The change of these four decision-making modes depends on the cooperation degree of the members of the closed-loop supply chain. Only when manufacturers and recyclers form a strategic partnership, the two sides will adopt the "cooperative decision advertising model" to jointly increase the profits of closed-loop supply chain channels, so as to achieve a win-win situation. In practice, most of the two sides adopt "decentralized decision-making advertising model in which manufacturers do not share costs" and "decentralized decision-making advertising model in which manufacturers share costs". At this time, through an effective coordination mechanism, The coordination of decentralized decision advertising mode and cooperative decision advertising mode can be realized.
【作者单位】： 山东财经大学管理科学与工程学院;
【基金】：国家自然科学基金资助项目(71173079) 国家社会科学基金资助项目(12CGL024) 山东省优秀中青年科学家科研奖励基金资助项目(BS2012SF009) 山东省社会科学规划研究资助项目(11CJJJ15) 济南青年科技明星计划资助项目(20120118)
【分类号】：F713.8;F713.32
[Abstract]:With the development of network, direct selling closed-loop supply chain is gradually formed, and more enterprises pay attention to it because of its unique advantages. This paper studies the advertising coordination mechanism of this kind of direct-selling closed-loop supply chain. First of all, the paper calculates the optimal advertising strategy and pricing strategy of four different operation modes; then, combined with numerical analysis, studies the relationship between advertising strategy and pricing strategy under different operation modes; finally, designs the corresponding coordination mechanism. The study shows that among the four modes of operation, "Cooperative decision advertising mode" is superior to "manufacturer cost sharing decentralized decision advertising mode" is superior to "manufacturer does not share cost decentralized decision advertising mode" is superior to "decentralized decision mode without advertising input". The change of these four decision-making modes depends on the cooperation degree of the members of the closed-loop supply chain. Only when manufacturers and recyclers form a strategic partnership, the two sides will adopt the "cooperative decision advertising model" to jointly increase the profits of closed-loop supply chain channels, so as to achieve a win-win situation. In practice, most of the two sides adopt "decentralized decision-making advertising model in which manufacturers do not share costs" and "decentralized decision-making advertising model in which manufacturers share costs". At this time, through an effective coordination mechanism, The coordination of decentralized decision advertising mode and cooperative decision advertising mode can be realized.
【作者单位】： 山东财经大学管理科学与工程学院;
【基金】：国家自然科学基金资助项目(71173079) 国家社会科学基金资助项目(12CGL024) 山东省优秀中青年科学家科研奖励基金资助项目(BS2012SF009) 山东省社会科学规划研究资助项目(11CJJJ15) 济南青年科技明星计划资助项目(20120118)
【分类号】：F713.8;F713.32
【参考文献】
相关期刊论文 前6条
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