考虑长效作用的竞争供应链合作广告决策分析
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摘要
地方性广告存在损害顾客忠诚度和降低品牌形象的情形.为分析制造商以成本分担形式开展合作广告的前提条件,以及合作广告对消费者需求和供应链成员收益的影响,以两条"单个制造商-单个零售商"组成的竞争供应链为对象,构建了供应链之间的Nash博弈和供应链内零售商为领导者的Stackelberg博弈模型,通过考虑广告长效作用,对两个销售周期的合作广告和非合作广告博弈进行了综合比较分析.结果表明,制造商仅在广告负效用显著和商品替代率高的条件下开展合作广告;当商品替代性不显著时,合作广告可以有效提升需求,反之则降低需求;合作广告并不能提升零售商收益,但当商品替代率低时,可以改善制造商收益,同时提升供应链总收益.研究结果对地方性广告实践中的供应链成员决策具有指导意义.
In the case that promotional local advertising of retailers undermine customer loyalty and reduce brand image. In order to analyze prerequisites that manufacturers carried out collaborative advertising in a cost-sharing form, and impacts of cooperative advertising on consumer demand and supply chain profits.Two competitive supply chains which were consist of single manufacturer and single retailer as the object of this paper. The Nash game model between supply chains and the Stackelberg game model with retailers as leaders were built. Cooperative advertising and non-cooperative advertising games in two sales cycles were compared and analyzed by considering long-term effects of advertising. The results show that prerequisites for manufacturers to cooperate advertising are obviously negative effect of advertising and high commodity substitution rate. When the commodity substitution is not obvious, cooperative advertising can effectively increase demand, on the contrary, the demand is reduced. Cooperative advertising does not improve retailer revenue. However, the incomes of manufacturers and total profits of supply chain are improved when the commodity substitution rate is low. The findings have a certain guiding significance to decision making of supply chain member on the local advertising practice.
In the case that promotional local advertising of retailers undermine customer loyalty and reduce brand image. In order to analyze prerequisites that manufacturers carried out collaborative advertising in a cost-sharing form, and impacts of cooperative advertising on consumer demand and supply chain profits.Two competitive supply chains which were consist of single manufacturer and single retailer as the object of this paper. The Nash game model between supply chains and the Stackelberg game model with retailers as leaders were built. Cooperative advertising and non-cooperative advertising games in two sales cycles were compared and analyzed by considering long-term effects of advertising. The results show that prerequisites for manufacturers to cooperate advertising are obviously negative effect of advertising and high commodity substitution rate. When the commodity substitution is not obvious, cooperative advertising can effectively increase demand, on the contrary, the demand is reduced. Cooperative advertising does not improve retailer revenue. However, the incomes of manufacturers and total profits of supply chain are improved when the commodity substitution rate is low. The findings have a certain guiding significance to decision making of supply chain member on the local advertising practice.
引文
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[2]何丽红,廖茜,刘蒙蒙,等.两层供应链系统最优广告努力水平与直接价格折扣的博弈分析[J].中国管理科学,2017, 25(2):130-138.He L H, Liao X, Liu M M, et al. A game analysis of optimal advertising efforts and direct price discount strategy for the two-level supply chain[J]. Chinese Journal of Management Science, 2017, 25(2):130-138.
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[5]熊中楷,聂佳佳,熊榆.零售商竞争下纵向合作广告的微分对策模型[J].管理科学学报,2010, 13(6):11-22.Xiong Z K, Nie J J, Xiong Y. Vertical cooperative advertising model with competing retailers in supply chains with stochastic differential game[J]. Journal of Management Sciences in China, 2010, 13(6):11-22.
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[8]张菊亮.联合促销与库存控制[J].系统工程理论与实践,2009, 29(2):40-45.Zhang J L. Joint decision on promotion and inventory control[J]. Systems Engineering—Theory&Practice,2009, 29(2):40-45.
[9] Raju J S, Srinivasan V, Lal R. The effects of brand loyalty on competitive price promotional strategies[J].Management Science, 1990, 36(3):276-304.
[10]江明华,董伟民.价格促销的折扣量影响品牌资产的实证研究[J].北京大学学报(哲学社会科学版),2003, 40(5):48-56.Jiang M H, Dong W M. The empirical study of the impact of discount amount of price promotion on brand equity[J]. Journal of Peking University(Philosophy and Social Sciences), 2003, 40(5):48-56.
[11] Dant R P, Berger P D. Modelling cooperative advertising decisions in franchising[J]. Journal of the Operational Research Society, 1996, 47(9):1120-1136.
[12] Dutta S, Bergen M, John G, et al. Variations in the contractual terms of cooperative advertising contracts:An empirical investigation[J]. Marketing Letters, 1995, 6(1):15-22.
[13] Bergen M, John G. Understanding cooperative advertising participation rates in conventional channels[J]. Journal of Marketing Research, 1997, 34(3):357-369.
[14] Li S X, Huang Z, Zhu J, et al. Cooperative advertising, game theory and manufacturer-retailer supply chains[J].Omega, 2002, 30(5):347-357.
[15]傅强,曾顺秋·纵向合作广告的微分对策模型研究[J].系统工程理论与实践,2007, 27(11):26-33.Fu Q, Zeng S Q. Differential game models of the vertical cooperative advertising[J]. Systems Engineering—Theory&Practice, 2007, 27(11):26-33.
[16]周永务,王圣东·随机需求下单制造商两零售商合作广告协调模型[J].系统工程学报,2011,26(2):203-210.Zhou Y W, Wang S D. Coordination models of cooperative advertising under stochastic demand in a onemanufacturer two-retailer supply chain system[J]. Journal of Systems Engineering, 2011, 26(2):203-210.
[17] Liu B, Cai G, Tsay A A. Advertising in asymmetric competing supply chains[J]. Production&Operations Management, 2013, 23(11):1845-1858.
[18] Karray S. Cooperative promotions in the distribution channel[J]. Omega,2015, 51:49-58.
[19] Giovanni P D. Overcoming the drawbacks of a revenue-sharing contract through a support program[J]. Annals of Operations Research, 2012, 196(1):201-222.
[20] He X, Krishnamoorthy A, Prasad A, et al. Co-op advertising in dynamic retail oligopolies[J]. Decision Sciences,2012, 43(1):73-106.
[21] Jorgensen S, Zaccour G. A survey of game-theoretic models of cooperative advertising[J]. European Journal of Operational Research, 2014, 237(1):1-14.
[22] Jorgensen S,Gromova E. Sustaining cooperation in a differential game of advertising goodwill accumulation[J].European Journal of Operational Research, 2016, 254(1):294-303.
[23] Jorgensen S, Zaccour G. Retail promotions with negative brand image effects:Is cooperation possible?[J]. European Journal of Operational Research, 2003, 150(2):395-405.
[24] Martín-Herrán G,SiguéS P. An integrative framework of cooperative advertising:Should manufacturers continuously support retailer advertising?[J]. Journal of Business Research, 2016, 70:67-73.
[25] Karray S, Martin-Herran G, Sigue S P. Cooperative advertising for competing manufacturers:The impact of long-term promotional effects[J]. International Journal of Production Economics, 2017, 184:21-32.
[26]陈国鹏,张旭梅,肖剑.在线渠道折扣促销下的双渠道供应链合作广告协调研究[J].管理工程学报,2016, 30(4):203-209.Chen G P,Zhang X M,Xiao J. Coordination model for cooperative advertising in dual-channel supply chain when online channel implements discount promotion[J]. Journal of Industrial Engineering/Engineering Management,2016, 30(4):203-209.
[27]于辉,刘磊.批发价定价权转移对供应链绩效影响分析[J].系统工程理论与实践,2009, 29(5):11-16.Yu H, Liu L. Impact analysis on supply chain performance based on the pricing power transferring of the wholesale price[J]. Systems Engineering—Theory&Practice, 2009, 29(5):11-16.
[28] Spence M. Product differentiation and welfare[J]. American Economic Review, 1976, 66(2):407-414.
[29] Aust G, Buscher U. Cooperative advertising models in supply chain management:A review[J]. European Journal of Operational Research, 2014, 234(1):1-14.
[2]何丽红,廖茜,刘蒙蒙,等.两层供应链系统最优广告努力水平与直接价格折扣的博弈分析[J].中国管理科学,2017, 25(2):130-138.He L H, Liao X, Liu M M, et al. A game analysis of optimal advertising efforts and direct price discount strategy for the two-level supply chain[J]. Chinese Journal of Management Science, 2017, 25(2):130-138.
[3] Huang Z,Li S X. Co-op advertising models in manufacturer-retailer supply chains:A game theory approach[J].European Journal of Operational Research, 2001, 135(3):527-544.
[4]王磊,梁樑,吴德胜,等.零售商竞争下的垂直合作广告模型[J].中国管理科学,2005, 13(2):63-69.Wang L, Liang L, Wu D S, et al. Vertical cooperative advertising model under retailers copetion[J]. Chinese Journal of Management Science, 2005, 13(2):63-69.
[5]熊中楷,聂佳佳,熊榆.零售商竞争下纵向合作广告的微分对策模型[J].管理科学学报,2010, 13(6):11-22.Xiong Z K, Nie J J, Xiong Y. Vertical cooperative advertising model with competing retailers in supply chains with stochastic differential game[J]. Journal of Management Sciences in China, 2010, 13(6):11-22.
[6] Berger P D. Vertical cooperative advertising ventures[J]. Journal of Marketing Research, 1972, 9(3):309-312.
[7] Netsertive, Inc. Borrell associates report-the changing face off co-op programs[EB/OL].[2017-06-01]. http://www2.netsertive.com/1/30602/2015-08-11/3z8jbc.
[8]张菊亮.联合促销与库存控制[J].系统工程理论与实践,2009, 29(2):40-45.Zhang J L. Joint decision on promotion and inventory control[J]. Systems Engineering—Theory&Practice,2009, 29(2):40-45.
[9] Raju J S, Srinivasan V, Lal R. The effects of brand loyalty on competitive price promotional strategies[J].Management Science, 1990, 36(3):276-304.
[10]江明华,董伟民.价格促销的折扣量影响品牌资产的实证研究[J].北京大学学报(哲学社会科学版),2003, 40(5):48-56.Jiang M H, Dong W M. The empirical study of the impact of discount amount of price promotion on brand equity[J]. Journal of Peking University(Philosophy and Social Sciences), 2003, 40(5):48-56.
[11] Dant R P, Berger P D. Modelling cooperative advertising decisions in franchising[J]. Journal of the Operational Research Society, 1996, 47(9):1120-1136.
[12] Dutta S, Bergen M, John G, et al. Variations in the contractual terms of cooperative advertising contracts:An empirical investigation[J]. Marketing Letters, 1995, 6(1):15-22.
[13] Bergen M, John G. Understanding cooperative advertising participation rates in conventional channels[J]. Journal of Marketing Research, 1997, 34(3):357-369.
[14] Li S X, Huang Z, Zhu J, et al. Cooperative advertising, game theory and manufacturer-retailer supply chains[J].Omega, 2002, 30(5):347-357.
[15]傅强,曾顺秋·纵向合作广告的微分对策模型研究[J].系统工程理论与实践,2007, 27(11):26-33.Fu Q, Zeng S Q. Differential game models of the vertical cooperative advertising[J]. Systems Engineering—Theory&Practice, 2007, 27(11):26-33.
[16]周永务,王圣东·随机需求下单制造商两零售商合作广告协调模型[J].系统工程学报,2011,26(2):203-210.Zhou Y W, Wang S D. Coordination models of cooperative advertising under stochastic demand in a onemanufacturer two-retailer supply chain system[J]. Journal of Systems Engineering, 2011, 26(2):203-210.
[17] Liu B, Cai G, Tsay A A. Advertising in asymmetric competing supply chains[J]. Production&Operations Management, 2013, 23(11):1845-1858.
[18] Karray S. Cooperative promotions in the distribution channel[J]. Omega,2015, 51:49-58.
[19] Giovanni P D. Overcoming the drawbacks of a revenue-sharing contract through a support program[J]. Annals of Operations Research, 2012, 196(1):201-222.
[20] He X, Krishnamoorthy A, Prasad A, et al. Co-op advertising in dynamic retail oligopolies[J]. Decision Sciences,2012, 43(1):73-106.
[21] Jorgensen S, Zaccour G. A survey of game-theoretic models of cooperative advertising[J]. European Journal of Operational Research, 2014, 237(1):1-14.
[22] Jorgensen S,Gromova E. Sustaining cooperation in a differential game of advertising goodwill accumulation[J].European Journal of Operational Research, 2016, 254(1):294-303.
[23] Jorgensen S, Zaccour G. Retail promotions with negative brand image effects:Is cooperation possible?[J]. European Journal of Operational Research, 2003, 150(2):395-405.
[24] Martín-Herrán G,SiguéS P. An integrative framework of cooperative advertising:Should manufacturers continuously support retailer advertising?[J]. Journal of Business Research, 2016, 70:67-73.
[25] Karray S, Martin-Herran G, Sigue S P. Cooperative advertising for competing manufacturers:The impact of long-term promotional effects[J]. International Journal of Production Economics, 2017, 184:21-32.
[26]陈国鹏,张旭梅,肖剑.在线渠道折扣促销下的双渠道供应链合作广告协调研究[J].管理工程学报,2016, 30(4):203-209.Chen G P,Zhang X M,Xiao J. Coordination model for cooperative advertising in dual-channel supply chain when online channel implements discount promotion[J]. Journal of Industrial Engineering/Engineering Management,2016, 30(4):203-209.
[27]于辉,刘磊.批发价定价权转移对供应链绩效影响分析[J].系统工程理论与实践,2009, 29(5):11-16.Yu H, Liu L. Impact analysis on supply chain performance based on the pricing power transferring of the wholesale price[J]. Systems Engineering—Theory&Practice, 2009, 29(5):11-16.
[28] Spence M. Product differentiation and welfare[J]. American Economic Review, 1976, 66(2):407-414.
[29] Aust G, Buscher U. Cooperative advertising models in supply chain management:A review[J]. European Journal of Operational Research, 2014, 234(1):1-14.