定向广告与消费者信息投入对供应链定价的影响  

Effects of consumer information and targeting advertising investment on supply chain pricing

作　　者：刘盼[1] 易树平[1] 

机构地区：[1]重庆大学机械工程学院,重庆400044

出　　处：《计算机集成制造系统》2017年第1期162-171,共10页Computer Integrated Manufacturing Systems

摘　　要：为研究大数据环境下定向广告与消费者偏好信息投入对供应链定价的影响,以单个制造商和单个零售商组成的供应链系统为研究对象,基于Stackelberg博弈,采用逻辑推理和数值仿真相结合的方法修正产品需求模型,建立了3种成本分担模式下的收益模型。分析了3种模式下,供应链的定价与收益随投资水平和分担系数的变化情况。结果表明,定向广告和消费者偏好信息投入水平对零售商与制造商的定价策略有重要影响,制造商和零售商的最优定价和最优收益与定向广告和消费者偏好信息投入分担系数、成本分担模式密切相关。To research the effect of targeting advertisement and consumer preference information investment on the pricing decision of supply chain in big data environment,a supply chain system with one manufacturer and one retailer was chosen as the research object.Based on Stackelberg game,the market demand model was corrected by combining the logical reasoning with numerical simulation.Three cost sharing models were proposed and its incomes＇ models were established.Under the three modes,the impact of investment levels and cost-sharing proportions on supply chain members＇ pricing and revenue were analyzed.The results showed that the levels of investment in advertising and consumer preference information had important implications on retailers and manufacturers＇ pricing strategies,and the optimal pricing and profit of manufacturers and retailers had a close relationship with the sharing coefficient of investment costs and cost-sharing model.

关 键 词：消费者偏好信息 供应链 定向广告 定价 STACKELBERG博弈 

分 类 号：F274[经济管理—企业管理]