存在品牌差异的双渠道供应链合作广告协调模型  

Coordination Model for Cooperative Advertising in Dual-channel Supply Chain under Product Brand Differentiation

作　　者：张旭梅[1,2] 陈国鹏[1,2] 

机构地区：[1]重庆大学经济与工商管理学院,重庆400044 [2]重庆大学现代物流重庆市重点实验室,重庆400030

出　　处：《管理工程学报》2016年第2期152-159,共8页Journal of Industrial Engineering and Engineering Management

基　　金：国家自然科学基金资助项目(71172084);国家科技支撑计划资助课题(2012BAF12B09)

摘　　要：针对双渠道供应链中制造商实施产品品牌差异化策略下的合作广告问题,建立了一个随机微分对策模型进行分析,运用汉密尔顿-雅可比-贝尔曼方程分别求得集中决策和Stackelberg博弈下的广告投入和广告分担率。研究结果表明:供应链成员的合作广告策略除了与品牌差异程度相关,同时还取决于供应链成员在不同渠道边际利润的相对大小;比较两种决策模式下的最优广告投入水平,发现与Stackelberg博弈相比,集中决策下传统渠道产品的广告投入变大,电子直销渠道产品的广告投入则变小;论文进一步对比集中决策和Stackelberg主从博弈下均衡的系统利润水平,给出了一个基于传统渠道产品广告费用分摊合同以实现双渠道供应链协调,并用数值算例验证了本文的相关结论。With the rapid development of e-commerce and third party logistics, many manufacturers establish their electronic direct channels. A manufacturer sells the same product directly to end customers by its electronic direct channel and competes with traditional retailers, which leads to traditional retailers＇ dissatisfaction. In order to reduce channel conflict, product brand differentiation strategy（selling different brand products through electronic direct and traditional channels） is employed. Cooperative advertising plays an important role in channel coordination, the manufacturer pays a percentage of the retailer＇s advertising cost to stimulate product demand and improve brand reputation. When a manufacturer establishes an electronic direct channel and resorts to a brand differentiation strategy, it is necessary to solve the problem of implementing cooperative advertising strategy under the influence of brand differentiation and marginal profits.Aimed at cooperative advertising in a dual-channel supply chain where the manufacturer implements brand differentiation strategy, a stochastic differential game model was built. By using Hamilton-Jacobi-bellman equation, equilibrium advertising input and advertising sharing rate were solved under centralized and decentralized decision settings respectively. We further analyzed the degree of brand differentiation and relative size of marginal profit on cooperative advertising. The results showed that 1） the equilibrium advertising strategy is relevant to marginal profit level when considering the positive spilling effect of brand reputation of products sold in traditional channels. When spilling effect is obvious, the more the manufacturer＇s marginal profit in the electronic direct channel is, the more advertising sharing rate is. 2） Advertising strategies of manufacturer and retailer are not only related to the degree of brand differentiation, but also depend on the manufacturer＇s relative size of marginal profit between different channels. When the manuf

关 键 词：双渠道供应链 合作广告 品牌差异 STACKELBERG博弈 

分 类 号：F273[经济管理—企业管理]