Cooperative Promotion of Cross-Market Firms Adopting 3D Printing Technology

Ke Yan, Guowei Hua, T. Cheng
{"title":"Cooperative Promotion of Cross-Market Firms Adopting 3D Printing Technology","authors":"Ke Yan, Guowei Hua, T. Cheng","doi":"10.1142/S0217595921400285","DOIUrl":null,"url":null,"abstract":"Traditionally, firms often run independent promotional activities to attract consumers and improve their competitiveness. With the rapid development of three-dimensional (3D) printing, also known as additive manufacturing, a growing number of firms in different markets cooperate to conduct cooperative promotion to meet consumer demand. Different from independent promotion, which means that firms promote their products through their individual promotional activities, when they carry out cooperative promotion, in addition to their individual promotional activities, they also carry out a series of cooperative promotional activities to promote their products. For such cross-market cooperation, it is of importance to consider the unit cost of production and the promotion cost to achieve competitive advantage and sustainability of the supply chain. We develop game-theoretic models to investigate the factors that make firms pursue cooperative promotion and how cooperative promotion affects their optimal decisions. We find that whether or not the firms join cooperative promotion mainly depends on the impacts of price, individual promotional activities, and cooperative promotional activities on demand, as well as the unit cost of production. Whether or not firms are willing to make more contribution to cooperative promotion depends on the difference between the efforts of individual promotional activities and cooperative promotional activities. In addition, as the consumer demand for the product increases, the firms will also increase their investments in cooperative and independent promotional activities. Moreover, as the unit cost of production and the impact of cooperative promotional activities on demand change, pursuing cooperative promotion is not necessarily more profitable than pursuing independent promotion.","PeriodicalId":8478,"journal":{"name":"Asia Pac. J. Oper. Res.","volume":null,"pages":null},"PeriodicalIF":0.0000,"publicationDate":"2021-06-03","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"0","resultStr":null,"platform":"Semanticscholar","paperid":null,"PeriodicalName":"Asia Pac. J. Oper. Res.","FirstCategoryId":"1085","ListUrlMain":"https://doi.org/10.1142/S0217595921400285","RegionNum":0,"RegionCategory":null,"ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"","JCRName":"","Score":null,"Total":0}
引用次数: 0

Abstract

Traditionally, firms often run independent promotional activities to attract consumers and improve their competitiveness. With the rapid development of three-dimensional (3D) printing, also known as additive manufacturing, a growing number of firms in different markets cooperate to conduct cooperative promotion to meet consumer demand. Different from independent promotion, which means that firms promote their products through their individual promotional activities, when they carry out cooperative promotion, in addition to their individual promotional activities, they also carry out a series of cooperative promotional activities to promote their products. For such cross-market cooperation, it is of importance to consider the unit cost of production and the promotion cost to achieve competitive advantage and sustainability of the supply chain. We develop game-theoretic models to investigate the factors that make firms pursue cooperative promotion and how cooperative promotion affects their optimal decisions. We find that whether or not the firms join cooperative promotion mainly depends on the impacts of price, individual promotional activities, and cooperative promotional activities on demand, as well as the unit cost of production. Whether or not firms are willing to make more contribution to cooperative promotion depends on the difference between the efforts of individual promotional activities and cooperative promotional activities. In addition, as the consumer demand for the product increases, the firms will also increase their investments in cooperative and independent promotional activities. Moreover, as the unit cost of production and the impact of cooperative promotional activities on demand change, pursuing cooperative promotion is not necessarily more profitable than pursuing independent promotion.
跨市场企业采用3D打印技术的合作推动
传统上,公司经常进行独立的促销活动来吸引消费者,提高竞争力。随着三维(3D)打印(也称为增材制造)的快速发展,越来越多的不同市场的公司合作进行合作推广,以满足消费者的需求。独立促销是指企业通过个别的促销活动来推销自己的产品,而企业在进行合作促销时,除了进行个别的促销活动外,还会进行一系列的合作促销活动来推销自己的产品。对于这种跨市场合作,要考虑生产的单位成本和推广成本,以实现竞争优势和供应链的可持续性。本文建立了博弈论模型,探讨了促使企业进行合作促销的因素,以及合作促销如何影响企业的最优决策。我们发现企业是否参与合作促销主要取决于价格、个体促销活动、合作促销活动对需求的影响以及单位生产成本。企业是否愿意为合作促销做出更多的贡献,取决于个人促销活动和合作促销活动的努力程度的不同。此外,随着消费者对产品需求的增加,企业也将增加对合作和独立促销活动的投资。而且,随着单位生产成本和合作促销活动对需求的影响的变化,追求合作促销并不一定比追求独立促销更有利可图。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
求助全文
约1分钟内获得全文 求助全文
来源期刊
自引率
0.00%
发文量
0
×
引用
GB/T 7714-2015
复制
MLA
复制
APA
复制
导出至
BibTeX EndNote RefMan NoteFirst NoteExpress
×
提示
您的信息不完整,为了账户安全,请先补充。
现在去补充
×
提示
您因"违规操作"
具体请查看互助需知
我知道了
×
提示
确定
请完成安全验证×
copy
已复制链接
快去分享给好友吧!
我知道了
右上角分享
点击右上角分享
0
联系我们:info@booksci.cn Book学术提供免费学术资源搜索服务,方便国内外学者检索中英文文献。致力于提供最便捷和优质的服务体验。 Copyright © 2023 布克学术 All rights reserved.
京ICP备2023020795号-1
ghs 京公网安备 11010802042870号
Book学术文献互助
Book学术文献互助群
群 号:481959085
Book学术官方微信