品牌竞争下的双渠道供应链合作广告策略研究
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摘要
本文将研究背景设立在一个制造商电子直销渠道和传统零售渠道组成的双渠道供应链中,零售商同时销售制造商品牌产品和自有品牌产品,制造商和零售商分别投入广告提升各自的品牌商誉。针对双渠道供应链中同时存在渠道和品牌竞争的合作广告决策,通过一个随机微分对策模型进行分析,分别得出集中决策和Stackelberg主从博弈下广告投入和广告分担比例的均衡解,探析了渠道结构变化、供应链成员边际利润水平、品牌商誉对合作广告策略的影响,最后通过一个双向参与合作广告协调合同实现了双渠道供应链协调。
Considering a dual-channel supply consists of manufacturer's electronic direct channel and retailer's traditional channel,the retailer introduces a store-brand product while selling a national-brand product of the manufacturer. The manufacturer and the retailer invest in advertisements to improve their goodwill respectively. Aimed at the cooperative advertising in a dual-channel supply chain where the competition between different channels and different brands exists, a stochastic differential game model was built. we obtain the equilibrium advertising input and advertising sharing rate under centralized and decentralized decision settings, respectively, and analyze the effect of channel structure、 the margin profits of supply chain members and goodwill on Cooperative advertising. a Bilateraladvertising-cost-sharing contract was proposed to coordinate the dual-channel supply chain in which both the manufacturer and the retailer share each other's advertising investment. A numerical experiment is given to verify the relevant conclusions in the paper.
Considering a dual-channel supply consists of manufacturer's electronic direct channel and retailer's traditional channel,the retailer introduces a store-brand product while selling a national-brand product of the manufacturer. The manufacturer and the retailer invest in advertisements to improve their goodwill respectively. Aimed at the cooperative advertising in a dual-channel supply chain where the competition between different channels and different brands exists, a stochastic differential game model was built. we obtain the equilibrium advertising input and advertising sharing rate under centralized and decentralized decision settings, respectively, and analyze the effect of channel structure、 the margin profits of supply chain members and goodwill on Cooperative advertising. a Bilateraladvertising-cost-sharing contract was proposed to coordinate the dual-channel supply chain in which both the manufacturer and the retailer share each other's advertising investment. A numerical experiment is given to verify the relevant conclusions in the paper.
引文
[1] Johnson C,Baird N,Mulpuru S et al. Topic overview:US online retail[R]. Forrester Research,2007.3.13.
[2] Cordeiro A. Private labels stock on growth[N]. The Wall Street Journal,7/18,2007,B3B.
[3] Ahmadi-Javid,A,Hoseinpour,P. On a cooperative advertising model for a supply chain with one manufacturer and one retailer[J]. European Journal of Operational Research. 2012,219(2):458-466.
[2] Cordeiro A. Private labels stock on growth[N]. The Wall Street Journal,7/18,2007,B3B.
[3] Ahmadi-Javid,A,Hoseinpour,P. On a cooperative advertising model for a supply chain with one manufacturer and one retailer[J]. European Journal of Operational Research. 2012,219(2):458-466.