考虑溢出效应的纵向合作广告契约  

Vertical Cooperative Advertising Contract Considering Spillover Effects

作　　者：田永杰[1] 李敏[1] TIAN Yong-jie;LI Min(Sias International School,Zhengzhou University,Xinzheng 451150,China)

机构地区：[1]郑州大学西亚斯国际学院

出　　处：《数学的实践与认识》2019年第24期46-54,共9页Mathematics in Practice and Theory

基　　金：国家社会科学基金教育学一般课题(BIA130088);河南省2017年民办高校品牌专业建设项目(教政法[2017]344号)

摘　　要：为研究经销商间广告溢出对供应链成员广告决策的影响.运用委托代理理论分析了考虑经销商广告溢出时制造商和经销商纵向合作广告契约.研究发现:信息不对称下的制造商全国广告投资努力、经销商地区广告投资努力、广告补贴及制造商收益均次优;伴随广告溢出的增大,制造商和经销商均搭广告溢出"便车"降低努力水平,制造商提高经销商的利润分成、降低广告补贴.不论信息对称与否,广告溢出的增大都能提高制造商收益.还讨论了广告弹性对合作广告的影响.The manufacturer cooperating with many distributors in advertising,and the advertising spillovers between distributors have an impact on the decision of the members of the supply chain.In this paper,a two level supply chain consisting of a risk neutral manufacturer and two risk neutral distributors is constructed.Based on the principal-agent theory,the contract problem of Vertical Cooperative Advertising between manufacturer and distributors is analyzed considering the distributor's advertising spillover.The study found that under asymmetric information the manufacturer's national advertising efforts,distributor's regional advertising investment efforts,advertising subsidies and manufacturer's earnings are inferior;With the increase of advertising spillovers,distributors and manufacturers take the "free ride"of advertising spillovers to reduce the level of effort,manufacturers reduce the advertising subsidies to dealers,and improve the overall profit sharing.Regardless of information symmetry or asymmetry,the increase in advertising spillovers can improve the manufacturer's earnings.The article also discusses the influence of advertising flexibility on cooperative advertising.

关 键 词：溢出效应 合作广告 委托代理 广告投资努力 

分 类 号：F274[经济管理—企业管理] F713.8[经济管理—国民经济]