全渠道供应链中广告合作与定价策略研究  

Cooperative Advertising and Pricing Strategy in Omni-Channel Supply Chain

作　　者：胡娇 李莉[1] 张华 朱星圳 HU Jiao;LI Li;ZHANG Hua;ZHU Xingzhen(Nanjing University of Science and Technology,Nanjing,China)

机构地区：[1]南京理工大学经济管理学院,南京市210094

出　　处：《管理学报》2021年第9期1371-1381,共11页Chinese Journal of Management

基　　金：国家自然科学基金资助项目(71771122);江苏省研究生科研与实践创新计划资助项目(KYCX20_0340)。

摘　　要：为研究全渠道供应链中广告合作及定价策略问题,考虑由单一制造商和单一零售商组成的包括线下、纯线上以及BOPS渠道的全渠道供应链系统。基于消费者渠道偏好差异及市场需求划分,构建3种不同渠道组合下的全渠道供应链广告合作与定价决策模型,对比非合作广告策略研究广告合作对全渠道供应链的影响。研究表明:同时存在线下、纯线上和BOPS的全渠道系统中,BOPS渠道佣金水平越高,制造商和零售商的定价越高;广告合作策略在很大范围内会促进制造商和零售商提高广告投放水平,增加市场需求;全渠道模式下广告合作并不总是能提升零售商的利润。To study the advertising cooperation and pricing strategy in the omni-channel supply chain,the omni-channel supply chain system composed of one manufacturer and one retailer was considered,including offline,pure online and BOPS channels.Based on the three channel combinations formed by consumer channel preference and market segmentation,we develop the optimal pricing and advertising cooperation decision-making models of the omni-channel supply chain.Compared with non-cooperative advertising strategy,we analyze the influence of advertising cooperation on the omni-channel supply chain.The results show that:in the omni-channel system of offline,pure online and BOPS,the higher the BOPS channel commission level,the higher the manufacturer and retailer’s pricing.Advertising cooperation strategies will promote the manufacturer and retailer to improve advertising levels,increase market demand in most cases.But advertising cooperation in the omni-channel mode does not always increase the profit of the retailer.

关 键 词：全渠道供应链 广告合作 定价决策 博弈 

分 类 号：C93[经济管理—管理学]