不同权力结构下竞争性供应链合作广告策略研究  

Co-op Advertising in Competing Supply Chains under Different Power Structures

作　　者：李涛 刘斌[2] LI Tao;LIU Bin(Business School,Shandong University of Technology,Zibo 255000,China;Business School,University of Shanghai for Science and Technology,Shanghai 200093,China)

机构地区：[1]山东理工大学管理学院,山东淄博255000 [2]上海理工大学管理学院,上海200093

出　　处：《中国管理科学》2023年第4期121-129,共9页Chinese Journal of Management Science

基　　金：国家自然科学基金资助项目(71971134);教育部人文社会科学青年基金资助项目(22YJC630067);山东省自然科学青年基金资助项目(ZR2020QG001);山东省社会科学规划项目(22DGLJO28)。

摘　　要：鉴于现有文献广泛研究的单边参与策略不能协调合作广告冲突问题,本文以具有替代性的同质产品的竞争性供应链为研究对象,探讨生产商Stackelberg(MS)、零售商Stackelberg(RS)和垂直Nash(VN)博弈结构下成本共享比例内生和外生对合作广告协调的影响。同时,基于平等讨价还价模型探讨不同博弈结构下成本共享比例内生对合作广告协调的影响。研究表明:当市场竞争不激烈时,外生成本共享比例在三种博弈结构下都可以协调整个供应链,而内生成本共享比例只有在平等讨价还价模型中才能协调。研究结论对涉及成本共享契约的合作广告决策具有指导意义。Since the confliction in cooperative(co-op) advertising fails to be coordinated by the popular unilateral participation strategy,three game structures,such as Manufacturer Stackelberg(MS),Retailer Stackelberg(RS)and Vertical Nash(VN),are first developed to investigates the impact of endogenous and exogenous cost-sharing rates on co-op advertising coordination.The result shows that the exogenous cost-sharing rate is capable of coordinating the entire supply chain when the competition is not fierce,while the endogenous cost-sharing rate doesn't work well.Then,the egalitarian bargaining model is developed to examine the influence of endogenous cost sharing rate on co-op advertising coordination under different game structures.The result indicates that the endogenous cost-sharing rate can coordinate the entire supply chain under VN game.These results can provide manufacturers and retailers with decision support in terms with co-op advertising coordination.Specifically,managers who make advertising decisions should take into account both the cost sharing rate and the channel competition.

关 键 词：合作广告 竞争性供应链 成本共享比例内生和外生 平等讨价还价 

分 类 号：F713.50[经济管理—市场营销] C934[经济管理—产业经济]