汽车供应链广告策略博弈研究  

Research on Game Strategy of Automobile Supply Chain Advertisement

作　　者：刘建昌[1] 高玮[1] 石秀[1] 

机构地区：[1]北京理工大学,北京100081

出　　处：《科技和产业》2017年第11期122-126,共5页Science Technology and Industry

摘　　要：新能源汽车的研发、市场投入使得现有的汽车品牌竞争愈演愈烈。为加强汽车供应链上下游间合作,首先提出汽车制造商在投入全国性广告费用的同时为零售商分摊地方性广告费用;其次,基于stackelberg博弈和纳什博弈模型,分别构造函数分析制造商最优的广告投入和分摊比例及零售商的最优广告投入并分析具体变量之间的关系。最后总结并提出汽车供应链上下游需建立信任关系,加强广告合作;制造商应合理决策广告分摊比例,实现自身与零售商双赢局面。New energy vehicle research and development,market investment makes the existing car brand competition intensified.To strengthen cooperation between the upstream and downstream of the automotive supply chain,this paper first proposed that car manufacturers should put in the national advertising costs,at the same time share the retailers to invest in local advertising costs.Then,in the stackelberg game and the Nash game,construct function and analyze the optimal national advertising input and apportionment ratio of manufacturer,the optimal local advertising input of retailer.After that,analyze the relationship between specific variables.Lastly,this paper summarized and put forward the trust relationship between the upstream and downstream of the automobile supply chain,and they should strengthen the advertising cooperation.The manufacturer should make a reasonable decision on the proportion of advertising and achieve the win-win situation with the retailer.

关 键 词：汽车供应链 广告合作 STACKELBERG博弈 纳什博弈 

分 类 号：F273.7[经济管理—企业管理]