双渠道供应链中广告横向合作策略研究  

A Study of the Horizontal Cooperation Strategy for Advertising in Dual-channel Supply Chains

作　　者：吴君[1] 

机构地区：[1]重庆交通大学交通运输学院,重庆400074

出　　处：《五邑大学学报（自然科学版）》2016年第3期71-78,共8页Journal of Wuyi University(Natural Science Edition)

摘　　要：在网络零售商与传统零售商的双渠道供应链中,为了分析广告合作策略对双渠道需求与决策者利润的影响,采用Stackelberg博弈法和Bertrand博弈法,建立了广告合作的双渠道模型,对比分析了不同博弈竞争下广告合作水平对渠道价格和渠道需求量的影响,以及各方利润与零售渠道偏好的关系.研究发现:网络零售商采取Bertrand博弈时所获得利润大于进行Stackelberg博弈时所获得利润,传统零售商采取Stackelberg博弈时的最优利润是进行Bertrand博弈获得利润的2倍.算例分析表明:进行广告合作后双方利润大幅提升,网络零售商利润与零售渠道偏好呈反向关系,传统零售商利润与零售渠道偏好呈正向关系.To study the influence of advertising cooperation strategy on demand of channel supply chain and the profit of decision-makers in the dual channel supply chain of online retailers and traditional retailers, a double channel model for advertising cooperation is established by adopting the Stackelberg game method and the Bertrand game method, the effect of advertising cooperation on channel price and demand and the relationship between the profits of parties and the preference of retail channels are compared and analyzed. The study finds that online retailers can achieve greater profits by adopting the Bertrand game method than by the Stackelberg method while traditional retailers＇ optimal profits by adopting the Stackelberg game method are twice of that by the Bertrand method. Example analysis shows： after adopting advertising cooperation, the profits of both sides increase substantially; there is a negative relationship between online retailers＇ profits and their retail channel preference and a positive relationship between traditional retailers＇ profits and their channel preference.

关 键 词：双渠道供应链 STACKELBERG博弈 BERTRAND博弈 广告合作 

分 类 号：F274[经济管理—企业管理]