供应链部分整合下的渠道入侵和广告决策研究  

Research on encroachment and advertising decision-makings under the partial integration of supply chain

作　　者：李金溪 任大磊 易余胤[2] LI Jinxi;REN Dalei;YI Yuyin(School of Digital Economy and Management,Suzhou City University,Suzhou 215104,China;School of Management,Jinan University,Guangzhou 510632,China)

机构地区：[1]苏州城市学院数字经济与管理学院,苏州215104 [2]暨南大学管理学院,广州510632

出　　处：《系统工程理论与实践》2023年第10期2952-2970,共19页Systems Engineering-Theory & Practice

基　　金：广东省自然科学基金(2021A1515012002)。

摘　　要：本文构建了一条由单个制造商和单个零售商组成的二级供应链,研究供应链部分整合--部分前向整合(PFI)和部分后向整合(PBI)下的渠道入侵和广告决策.研究发现:当仅考虑零售商做广告时,在PFI情形下,制造商入侵会导致零售商减少广告投放,且制造商入侵并不总是占优策略,当渠道竞争激烈时制造商会因入侵而受损,最终导致win-lose和lose-lose两种结果;而在PBI情形下,当股份比例较小且渠道竞争较大时,制造商入侵会导致零售商减少广告投放,反之则会促进零售商广告投放,并且制造商入侵对供应链上下游企业利润的影响也取决于股权大小和渠道竞争强度,造成win-win,win-lose和lose-lose三种结果.进一步地,当考虑零售商和制造商都做广告时,不论是在PFI还是PBI股权结构下,零售商的广告决策与仅考虑零售商做广告时一致,但入侵情形下制造商的广告强度和利润始终大于不入侵情形,此时入侵成为了制造商的绝对占优策略,并最终产生win-win和win-lose两种结果.This paper constructs a two-level supply chain that composed of a manufacturer and a retailer,and explores encroachment and advertising decision-makings under the partial integration of supply chain—partial forward integration(PFI)and partial backward integration(PBI).It is found that:When only the retailer invests in advertising,in the case of PFI,manufacturer encroachment will lead to the retailer reducing advertising intensity,and manufacturer encroachment is not always the optimal strategy.When the channel competition is fierce,the manufacturer’s interests will be harmed due to the encroachment,and the retailer’s profits will always be damaged,thus resulting in win-lose and lose-lose results;while in the case of PBI,manufacturer encroachment will lead the retailer reducing advertising when the share holding is small and the channel competition is large,otherwise it will promote the advertising.Moreover,the impact of manufacturer encroachment on the profits of the members in the supply chain also depends on the share holding proportion and the channel competitive intensity,and there will be three results:Win-win,win-lose and lose-lose.Further,when considering that both the manufacturer and the retailer invest in advertising,no matter under the PFI or PBI,the retailer’s advertising decision is consistent with that of only considering retailer advertising,but the manufacturer’s advertising intensity and profit in the encroachment are always greater than that of the non-encroachment.In this situation,encroachment is a dominant strategy for the manufacturer,and leads to win-win and win-lose results.

关 键 词：供应链部分整合 制造商入侵 广告 

分 类 号：F274[经济管理—企业管理]