直销型闭环供应链的广告协调机制研究  

Research on Advertising Coordination Mechanism in Direct Marketing Closed-loop Supply Chain

作　　者：王玉燕[1] 

机构地区：[1]山东财经大学管理科学与工程学院,山东济南250014

出　　处：《管理工程学报》2013年第4期205-213,共9页Journal of Industrial Engineering and Engineering Management

基　　金：国家自然科学基金资助项目(71173079);国家社会科学基金资助项目(12CGL024);山东省优秀中青年科学家科研奖励基金资助项目(BS2012SF009);山东省社会科学规划研究资助项目(11CJJJ15);济南青年科技明星计划资助项目(20120118)

摘　　要：随着网络的发展,直销型闭环供应链逐渐形成,并且以其特有的优势被越来越多的企业所关注,文章对这种直销型闭环供应链的广告协调机制进行研究。首先,文章计算出四种不同运作模式的最优广告策略和定价策略;然后,结合数值分析,研究不同运作模式下广告策略和定价策略的关系;最后,设计相应的协调机制。研究表明:在这四种运作模式中,"合作决策广告模式"优于"制造商分担成本的分散决策广告模式"优于"制造商不分担成本的分散决策广告模式"优于"无广告投入的分散决策模式"。这四种决策模式的变化依赖于闭环供应链成员的合作程度。只有当制造商和回收商结成战略合作伙伴关系时,双方才会采用"合作决策广告模式",共同增加闭环供应链渠道的利润,进而实现双赢。在实践中,双方大多采取"制造商不分担成本的分散决策广告模式"和"制造商分担成本的分散决策广告模式",此时,通过有效的协调机制,可以实现"分散决策广告模式"和"合作决策广告模式"的协调。Direct marketing＇s closed-loop supply chain （CSC） is formed gradually along with the development of network. The CSC is becoming popular among supply chain enterprises because it has obvious advantages, such as lower cost, and avoidance of market uncertainty. Since CSC doesn＇t have specialized sales agencies and network, the major marketing tool in the direct closed-loop supply chain is advertisement. Therefore, developing appropriate advertising strategy is becoming important for these enterprises. However, the current literature has limited research in the areas, such as advertising strategy of the direct closed-loop supply chain, products advertising strategy, recycled products advertising strategy, and their combination. This paper includes products＇ advertising strategy and recycled products advertising strategy in the direct closed-loop supply chain model, and analyzes the advertising coordination mechanism in different operation modes. This paper provides theoretical support for the direct closed-loop supply chain enterprises to develop optimal advertising strategy and l^ricing strategy. This paper provides four operation modes of direct closed-loop supply chain, including ＂the decentralized decision-making advertising mode without advertisement＂, ＂ the decentralized decision-making advertising mode without manufacturer＇s splitting cost＂, and ＂ the cooperative decision-making advertising mode with manufacturer＇s splitting cost＂. The optimal pricing and advertising strategies under these four modes are studied, and the manufacturer and the recycling enterprise＇s profits are calculated. After comparing these four scenarios, it is discovered that the cooperative decision-making mode is the optimal one, but it requires an effective coordination mechanism. This paper＇s proposed mechanism can coordinate between ＂ the decentralized decision-making advertising mode without manufacturer＇s splitting cost ＂and＂ the cooperative decision-making advertising mode with manufacturer�

关 键 词：直销型闭环供应链 广告策略 协调机制 

分 类 号：F406.7[经济管理—产业经济] F224