供应链互补产品广告投入和捆绑销售联合决策研究
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摘要
以一个制造商和一个零售商的供应链为研究对象,制造商生产两种互补产品,零售商可选择分开或捆绑两种销售策略。考虑互补品的负交叉弹性和广告外部性的特点,构建基于溢出效应的需求模型,运用博弈论的方法,求解零售商采取分开和捆绑两种销售策略时的均衡结果。通过比较不同销售策略下的均衡结果及利润关系,探讨在分散式和集中式两种情况下,零售商的最优广告投入和捆绑销售的联合决策问题。最后,通过数值算例,讨论产品互补程度和广告成本系数对决策结果的影响。研究结果表明,无论是在分散式还是集中式决策下,当产品互补程度较高或广告成本系数低时,分开销售是占优策略而广告费用较高;当产品互补程度较低且广告成本系数高时,捆绑销售是占优策略且广告费用较低。
This article studies a supply chain considering of a multi-product manufacturer and a retailer. The manufacturer provides two complementary products and sales them through a retailer. The retailer can sell complementary goods by two strategies: pure component and pure bundling. We introduce inverse line demand functions by taking into account the product cross elasticity and spillover effect,and employ a Stackelberg game model to explore the retailer's optimal advertising and bundling jointed decisions in a decentralized or centralized supply chain. And the numerical example is used to investigate the effects of product complementarities and advertising cost on the jointed optimal decisions. The research indicates that both in a decentralized or centralized supply chain,the optimal advertising expenses of complementary goods are lower when the retailer takes a pure bundling sale strategy instead of taking a pure component. And,for the retailer,when the complementarities are high or the advertising cost is low,the pure component is a dominant strategy; when the complementarities are moderately low and the advertising cost is high,the pure bundling is the optimal strategy. The results offer some guidance to the retailer's advertising and bundling joint decisions.
This article studies a supply chain considering of a multi-product manufacturer and a retailer. The manufacturer provides two complementary products and sales them through a retailer. The retailer can sell complementary goods by two strategies: pure component and pure bundling. We introduce inverse line demand functions by taking into account the product cross elasticity and spillover effect,and employ a Stackelberg game model to explore the retailer's optimal advertising and bundling jointed decisions in a decentralized or centralized supply chain. And the numerical example is used to investigate the effects of product complementarities and advertising cost on the jointed optimal decisions. The research indicates that both in a decentralized or centralized supply chain,the optimal advertising expenses of complementary goods are lower when the retailer takes a pure bundling sale strategy instead of taking a pure component. And,for the retailer,when the complementarities are high or the advertising cost is low,the pure component is a dominant strategy; when the complementarities are moderately low and the advertising cost is high,the pure bundling is the optimal strategy. The results offer some guidance to the retailer's advertising and bundling joint decisions.
引文
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[2]Yan R,Myers C,Wang J,Ghose S.Bundling products to success:the influence of complementarity and advertising[J].Journal of Retailing and Consumer Services,2013,21(1):48-53.
[3]Hong X,Xu L,Du P,Wang W J.Joint advertising,pricing and collection decisions in a closed-loop supply chain[J].International of Production Economics,2015,167:12-22.
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[16]Taleizade A A,Charmchi M.Optimal advertising and pricing decisions for complementary products[J].Journal of Industrial Engineering International,2015,11(1):111-117.
[17]田丽娜,但斌.不对信息下考虑溢出效应的互补品企业合作广告合约[J].系统管理学报,2012,21(4):517-524.
[18]Chung H L,Lin Y S,Hu J L.Bundling strategy and product differentiation[J].Journal of Economics,2013,108(3):207-229.
[19]Bakos Y,Brynjolfsson E.Bundling information goods:Pricing,profits and efficiency[J].Management Science,1999,45(12):1613-1630.
[20]Chew E K,Lee L H,Wang Q.Mixed bundle retailing under a stochastic market[J].Flexible Services and Manufacturing Journal,2015,27(4):606-629.
[21]巩永华,李帮义,公彦德.捆绑销售下产业链价格决策、利益分配机制及效率分析—以移动互联网为例[J].系统管理学报,2011,20(5):556-562.
[22]Bulut Z,Gurler U,Sen A.Bundle pricing of inventories with stochastic demand[J].European Journal of Operational Research,2009,197(3):897-911.
[23]Gurler U,Oztop S,Sen A.Optimal bundle formation and pricing of two products with limited stock[J].International Journal of Production Economics,2009,118(2):442-462.
[24]Girju M,Ashutosh P,Ratchford B T.Pure components versus pure bundling in a marketing channel[J].Journal of Retailing,2013,89(4):423-437.
[25]Banciu M,Mirchandani P.Bundling strategies when products are vertically differentiated and capacities are limited[J].Management Science,2010,56(12):2207-2223.
[26]Chakravarty A,Mild A,Taudes A.Bundling decisions in supply chains[J].European Journal of Operational Research,2013,231(3):617-630.
[27]Cao Q,Geng X,Zhang J.Strategic role of retailer bundling in a distribution channel[J].Journal of Retailing,2015,91(1):50-67.
[28]潘林,周水银.考虑捆绑销售的多产品供应链定价策略[J].运筹与管理,2016(6):11-17.
[29]Lus B,Muriel A.Measuring the impact of increased product substitution on pricing and capacity decisions under linear demand models[J].Product and Operations Management,2009,18(1):95-113.
[30]Chen Y W,Vakharia A J,Alptekinoglu A.Product portfolio strategies:the case of multifunction products[J].Product and Operations Management,2008,17(6):587-598.
[31]Bhargava H K.Retailer-driven product bundling in a distribution channel[J].Marketing Science,2012,31(6):1014-1021.
[32]Aust G,Bunscher U.Vertical cooperative advertising and pricing decisions in a manufacturer-retailer supply chain:a game-theoretic approach[J].European Journal of Operational Research,2012,223(2):473-482.
[33]Rubinstain A.Perfect Equilibrium in a bargain model[J].Econometrica,1982,50(1):97-109.
[34]Cai G,Dai Y,Zhou S X.Exclusive channel and revenue shaving in a complementary goods market[J].Market Science,2012,31(1):172-187.
[2]Yan R,Myers C,Wang J,Ghose S.Bundling products to success:the influence of complementarity and advertising[J].Journal of Retailing and Consumer Services,2013,21(1):48-53.
[3]Hong X,Xu L,Du P,Wang W J.Joint advertising,pricing and collection decisions in a closed-loop supply chain[J].International of Production Economics,2015,167:12-22.
[4]Cellini R,Lambertini L.Advertising with spillover effects in a differential oligopoly game with differentiated goods[J].European Journal of Operations Research,2003,11(4):409-423.
[5]Wei J,Zhao J,Li Y J.Pricing decisions for complementary products with firms’different market powers[J].European Journal of Operational Research,2013,224(3):507-519.
[6]Xie J W,Wei J C.Coordinating advertising and pricing in a manufacturer-retailer channel[J].European Journal of Operations Research,2009,197(2):785-791.
[7]但斌,田丽娜,董绍辉.考虑溢出效应的互补品企业间广告决策模型研究[J].中国管理科学,2013,21(2):66-75.
[8]Chen T H.Coordinating the ordering and advertising policies for a single period commodity in a two-level supply chain[J].Computers&Industrial Engineering,2011,61(4):1268-127.
[9]聂佳佳,熊中楷.基于随机微分对策的纵向合作广告模型[J].管理工程学报,2010,24(3):136-144.
[10]吴江华,瞿昕.信息共享对供应链合作广告影响的博弈分析[J].中国管理科学,2012,20(5):98-105.
[11]Yue J F,Austin J,Huang Z M,Chen B T.Pricing and advertisement in a manufacturer-retailersupply chain[J].2013,231(2):492-502.
[12]Chen T H.Effects of the pricing and cooperative advertising policies in a two-echelon dual-channel supply chain[J].Computer and Industrial Engineering,2015,87(1):250-259.
[13]Erdem T,Sun B.An empirical investigation of the spillover effects of advertising and sales promotions in umbrella branding[J].Journal of Marketing Research,2002,39(4):408-420.
[14]Norman G,Pepall L,Richards D.Generic product advertising,spillovers,and market concentration[J].American Journal of Agricultural Economics,2008,90(3):719-732.
[15]Samu S,Krishnan H S,Smith R E.Using advertising alliances for new product introduction:Interactions between product complementarity and promotional strategies[J].Journal of Marketing,1999,63(1):57-74.
[16]Taleizade A A,Charmchi M.Optimal advertising and pricing decisions for complementary products[J].Journal of Industrial Engineering International,2015,11(1):111-117.
[17]田丽娜,但斌.不对信息下考虑溢出效应的互补品企业合作广告合约[J].系统管理学报,2012,21(4):517-524.
[18]Chung H L,Lin Y S,Hu J L.Bundling strategy and product differentiation[J].Journal of Economics,2013,108(3):207-229.
[19]Bakos Y,Brynjolfsson E.Bundling information goods:Pricing,profits and efficiency[J].Management Science,1999,45(12):1613-1630.
[20]Chew E K,Lee L H,Wang Q.Mixed bundle retailing under a stochastic market[J].Flexible Services and Manufacturing Journal,2015,27(4):606-629.
[21]巩永华,李帮义,公彦德.捆绑销售下产业链价格决策、利益分配机制及效率分析—以移动互联网为例[J].系统管理学报,2011,20(5):556-562.
[22]Bulut Z,Gurler U,Sen A.Bundle pricing of inventories with stochastic demand[J].European Journal of Operational Research,2009,197(3):897-911.
[23]Gurler U,Oztop S,Sen A.Optimal bundle formation and pricing of two products with limited stock[J].International Journal of Production Economics,2009,118(2):442-462.
[24]Girju M,Ashutosh P,Ratchford B T.Pure components versus pure bundling in a marketing channel[J].Journal of Retailing,2013,89(4):423-437.
[25]Banciu M,Mirchandani P.Bundling strategies when products are vertically differentiated and capacities are limited[J].Management Science,2010,56(12):2207-2223.
[26]Chakravarty A,Mild A,Taudes A.Bundling decisions in supply chains[J].European Journal of Operational Research,2013,231(3):617-630.
[27]Cao Q,Geng X,Zhang J.Strategic role of retailer bundling in a distribution channel[J].Journal of Retailing,2015,91(1):50-67.
[28]潘林,周水银.考虑捆绑销售的多产品供应链定价策略[J].运筹与管理,2016(6):11-17.
[29]Lus B,Muriel A.Measuring the impact of increased product substitution on pricing and capacity decisions under linear demand models[J].Product and Operations Management,2009,18(1):95-113.
[30]Chen Y W,Vakharia A J,Alptekinoglu A.Product portfolio strategies:the case of multifunction products[J].Product and Operations Management,2008,17(6):587-598.
[31]Bhargava H K.Retailer-driven product bundling in a distribution channel[J].Marketing Science,2012,31(6):1014-1021.
[32]Aust G,Bunscher U.Vertical cooperative advertising and pricing decisions in a manufacturer-retailer supply chain:a game-theoretic approach[J].European Journal of Operational Research,2012,223(2):473-482.
[33]Rubinstain A.Perfect Equilibrium in a bargain model[J].Econometrica,1982,50(1):97-109.
[34]Cai G,Dai Y,Zhou S X.Exclusive channel and revenue shaving in a complementary goods market[J].Market Science,2012,31(1):172-187.