线上线下合作促销的多渠道零售商微分动态策略分析  

Dynamic Differential Strategy for Multi-Channel Retailers Based on Online-Offline Cooperative Promotion Efforts

作　　者：王军[1] 牛志勇 黄沛[3] WANG Jun;NIU Zhiyong;HUANG Pei(School of Management,Guihou University,Guiyang,Guizhou,550025,China;Shanghai Development Research Instiute,Shanghai University of Finance Economics,Shanghai,200433,China;School of Management,Fudan University,Shanghai,200433,China)

机构地区：[1]贵州大学管理学院,贵州贵阳550025 [2]上海财经大学上海发展研究院,上海200433 [3]复旦大学管理学院,上海200433

出　　处：《贵州大学学报（社会科学版）》2019年第6期43-53,共11页Journal of Guizhou University(Social Sciences)

基　　金：国家自然科学基金资助项目“零售商线上线下多渠道整合策略与协调机制研究”(71202005);贵州省哲学社会科学规划项目“贵州民族特色体育赛事品牌打造与旅游产业良性互动发展研究”(19GZYB124);贵州大学引进人才科研项目:即兴能力与新创企业竞争优势的关系研究(项目编号:贵大人基合字(2017)025号)

摘　　要：本文针对多渠道零售商线上线下渠道进行合作促销的问题,构建了微分对策模型,运用最优控制理论分别求出分散式、集中式下的零售商最优促销努力投入、定价和利润。通过分析发现:1.在分散式决策下,两个渠道的努力程度先增加后下降;在集中式博弈下,两个渠道的努力程度始终上升;从短时间来看,不同渠道之间的努力程度相差无几,随着时间的增加,两者的努力程度相差逐渐增大;2.集中式决策下的零售商定价低于分散式决策下的定价;短期内分散式决策下的线上、线下利润会高于集中式博弈下的利润,但是随着时间增加集中式博弈下的利润会远远大于分散式决策下的利润;3.不同的销售努力相关参数对决策变量产生不同影响;状态变量的初始值对决策变量产生显著影响,不同的初始努力程度和增加销量,会改变决策变量的均衡时间路径。另外本文对渠道之间合作的讨价还价机制做了初步分析。Targeting on online-offine cooperative sales promotion of multi-channel retailers,this paper establishes differential strategy,applies optimal controlling theory,computing the optimal efforts,price and profits of promotion under integrated and decentralized decision models respectively.Through analysis,the results include:firstly,the efforts of two channels increase firstly and then decline under decentralized mode while maintain constant increase under integration;the efforts of different channels are similar in initial period but the longer the span of time is,the larger the difference of efforts in two channels becomes.Secondly,the prices of retailers under decentralization are lower than that under integration;the online and offline profits of retailers under decentralized game are larger than that under integrated game in short term,but as time extends,the profits under the integrated one are far more larger than the decentralized.Thirdly,different parameters related to promotion eforts can influence the decision variables;the initial values of state variables exert great influences on the decisive variables,with the equilibrium time-paths of decision changing with different promotion efforts and increase in sales Besides,this paper also gives a first step to study the mechanism of bargaining in cooperation between different channels.

关 键 词：多渠道零售商 线上线下 联合促销 微分对策 

分 类 号：F224[经济管理—国民经济]