价格敏感需求下二级供应链联合广告策略  

Co-op Advertising Strategy of a Two-Stages Supply Chain in Price-Sensitive Demand

作　　者：钟磊钢[1] 崔阳[1] 黄小原[1] 

机构地区：[1]东北大学工商管理学院,辽宁沈阳110004

出　　处：《东北大学学报（自然科学版）》2008年第5期742-745,共4页Journal of Northeastern University(Natural Science)

基　　金：国家自然科学基金资助项目(70572088)

摘　　要：研究了一个制造商是领导者而销售商是追随者之间的关系.对目前市场结构的考察发现市场的零售行为的实现已从制造商向销售商转移.对这种新市场现象作了深入的研究.探讨了在Stackelberg和Nash均衡下,双方的最佳广告水平以及合作策略.指出一个制造商和一个销售商在品牌投资、各地广告支出和广告费用共享规则上合作广告的效率.通过实例研究了随着制造商与销售商边际利润率的变化,制造商广告策略的相应变化.Studies the relationship between a manufacturer as the leader and retailers as followers. Recent market structure was explored and the results showed that the realization of retailing behavior is shifting from manufacturers to sellers. This new marketing trend is discussed in detail to explore that what is the optimum advertising effect and co-op strategy between manufacturers and sellers in Stackelberg/Nash equilibrium. The efficiency of co-op adverting is therefore found if a manufacturer and seller joint together to share the investment in logo/trademark and local and other cities＇ advertising expenses. An example is given to reveal what change the manufacturers shall take in advertising strategy with the change in marginal profit rates of both manufacturer and seller.

关 键 词：供应链 联合广告 博弈论 价格弹性需求 协作 

分 类 号：C935[经济管理—管理学] C934