市场侵占下考虑广告效应的供应链定价决策研究

Song Shi
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引用次数: 0

摘要

基于Stackelberg博弈,建立了现有制造商投资广告和新进入制造商时零售商投资广告的供应链模型。通过求解该模型,得到了不同条件下的子博弈完全均衡,进而研究了广告系数和两个品牌的差异化程度对供应链成员定价决策的影响。结果表明:在位厂商广告模式下,在位厂商和蚕食厂商的批发价格和零售价格随着广告系数和品牌差异化程度的变化而变化。在零售商的广告模式中,在有限的范围内,在位制造商和蚕食制造商的批发价格、零售价格和利润都高于基准模式。为供应链企业制定协同战略,促进供应链管理实践提供了有价值的信息。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
Research on supply chain pricing decisions considering the advertising effect under market encroachment
Based on a Stackelberg game, this paper establishes supply chain models in which an incumbent manufacturer invests in advertising and the retailer invests in advertising when there is a new entrant manufacturer. By solving the model, the subgame perfect equilibrium under different conditions is obtained, and then the influences of the advertising coefficient and the degree of differentiation of two brands on the pricing decisions of supply chain members are investigated. The results show that: in the incumbent manufacturer advertising model, the wholesale prices and retail prices of the incumbent manufacturer and the encroaching manufacturer change as the advertising coefficient and the degree of differentiation of the two brands change. In the retailer’s advertising model, the wholesale prices, retail prices and profits of the incumbent manufacturer and the encroaching manufacturer are all higher than those of the benchmark model within the limited scope. Some valuable information could be provided for supply chain enterprises to develop collaborative strategies and promote supply chain management practices.
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