考虑广告促销的供应链捆绑销售产品博弈模型  

Game models in a product bundle supply chain with advertising promotion

作　　者：汪峻萍[1] 吴思卓 WANG Junping;WU Sizhuo(School of Mathematics,Hefei University of Technology,Hefei 230601,China)

机构地区：[1]合肥工业大学数学学院,安徽合肥230601

出　　处：《合肥工业大学学报（自然科学版）》2021年第6期851-858,共8页Journal of Hefei University of Technology：Natural Science

基　　金：国家自然科学基金资助项目(71571002)。

摘　　要：文章以单供应商单零售商生产销售畅销品和滞销品供应链为研究对象,在考虑需求依赖零售商广告投入的前提下,分别建立了单独销售和捆绑销售下的供应商占主导、零售商占主导的Stackelberg博弈模型,推导出各个模型下零售商的最优广告投入、供应商的最优批发价格。通过比较分析不同博弈模型下供应链成员的策略和利润,得出如下结论:无论是单独销售还是捆绑销售,当供应商占主导时,供应商都会迫使零售商增加广告投入,以增加自身收益;当零售商占主导时,零售商则会降低广告投入,以减小自身风险;无论是单独销售还是捆绑销售,供应商和零售商都在各自占主导时获得最大利润;在单独销售情形下,供应商和零售商都会选择供应商占主导的Stackelberg博弈;在捆绑销售情形下,供应商和零售商都会选择各自占主导的Stackelberg博弈。In this paper,a supply chain system with a single supplier and a single retailer for selling the unsold goods and the best-selling goods is studied.Under the assumption that the market demand depends on the advertising investment of the retailer,the game models of the independent sales and binding sales are developed under supplier-dominated Stackelberg game and retailer-dominated Stackelberg game respectively.The optimal wholesale price of the supplier and the optimal advertising investment of the retailer for each model are derived.By comparing the policies and profits of the supply chain members under different game models,the following conclusions are obtained:whether the products are sold separately or bundled together,if the supplier is the leader in the Stackelberg game,the supplier will force the retailer to increase the advertising investment;if the retailer is the leader in the Stackelberg game,the retailer will decrease the advertising investment to reduce the risk.Whether the products are sold separately or bundled together,both supplier and retailer get maximum profit when they each take the lead.When the products are sold separately,both supplier and retailer will prefer the supplier-dominated Stackelberg game;when the products are sold bundled together,the supplier(retailer)prefer the Stackelberg game which is dominated by himself.

关 键 词：供应链 博弈 捆绑销售 需求 广告投入 

分 类 号：F274[经济管理—企业管理]