产品差异化竞争对供应链合作广告的影响研究  

Research on the Influence of Product Differentiation Competition on Supply Chain Cooperative Advertising

作　　者：尚豫新 孙曰瑶[1] SHANG Yu-xin;SUN Yue-yao

机构地区：[1]山东大学经济学院 [2]昌吉学院经济管理系

出　　处：《中央财经大学学报》2018年第12期108-118,共11页Journal of Central University of Finance & Economics

基　　金：国家社会科学基金项目"我国区域农产品公用品牌建设绩效提升研究"(项目编号:17BJY104);新疆高校科研计划项目"对口援疆中内地产业承接与技能型人才匹配性问题研究"(项目编号:XJEDU050212C06)

摘　　要：随着制造商产品市场竞争的日趋激烈,制造商通过与零售商进行广告合作来树立自己的品牌形象并刺激消费者需求就显得尤为重要。笔者通过梳理相关文献发现,学者们较多关注由单一制造商与零售商组成的供应链中合作广告的最优投入问题,尚未探索多个存在产品差异化竞争的制造商与零售商组成的供应链中合作广告的最优投入与分担比例问题。基于此,笔者构建了产品差异化竞争情形下由两个制造商与一个共同零售商组成的供应链合作广告模型,使用Hamilton-Jacobi-bellman方程分析产品差异化程度对供应链合作广告中各方最优投入与分担比例的影响。通过分析发现:在非合作博弈时,产品差异程度的变化的确会影响到零售商在不同产品销售中的广告投入水平,产品差异程度越大,零售商在边际利润高的产品的广告投入就越多;在Stackelberg博弈时,产品差异程度也是决定制造商与零售商双方是否进行广告合作的影响因素,在一定条件下,随着产品差异程度的增加,制造商与零售商之间的广告情形会从"不合作状态"转换为"合作状态",并且在制造商与零售商进行广告合作时,制造商对合作广告的分担比例都随着产品差异程度的增加而提高。As manufacturers compete for market share,it is important for manufacturers to establish their brand image and stimulate consumer demand through advertising cooperation with retailers.Through combing the literature,author finds that scholars pay more attention to the research of cooperative advertising input in the supply chain composed of a single manufacturer and retailer,the problem of optimal investment and sharing ratio of cooperative advertising in supply chain composed of retailer and several manufacturers with product differentiation competition has not been explored.Based on this,author constructs a supply chain cooperative advertising model composed of two manufacturers and one common retailer under the condition of product differentiation competition,and analyzes the influence of product differentiation on the optimal investment and sharing ratio of cooperative advertising in supply chain using the Hamilton Jacobi-bellman equation.Through the analysis,it is concluded that:in the non-cooperative game,the change in the degree of product differentiation does affect the retailer s level of advertising investment in different product sales,the greater the degree of product differentiation,the more the retailer s advertising investment in products with high marginal profit will be;in the Stackelberg game,the degree of product differentiation is also a factor in determining whether the manufacturer and the retailer are engaged in advertising cooperation,under certain conditions,as the degree of product differentiation increases,the advertising situation between manufacturer and retailer will change from“non-cooperation”to“cooperation”,and when manufacturers and retailers engage in advertising cooperation,the proportion of the manufacturer to the cooperative advertising increases as the degree of product differentiation increases.

关 键 词：产品差异化 供应链 合作广告 STACKELBERG博弈 

分 类 号：F274[经济管理—企业管理]