考虑具有营销努力的双渠道供应链动态均衡  

Dynamic Balancing of Dual-channel Supply Chains with Marketing Efforts Considering Consumer Channel Preferences

作　　者：沈转霞 吕卫东[1] 王倩 SHEN Zhuanxia;LYU Weidong;WANG Qian(School of Mathematics and Physics,Lanzhou Jiaotong University,Lanzhou 730070,China)

机构地区：[1]兰州交通大学数理学院,兰州730070

出　　处：《兰州交通大学学报》2024年第3期104-115,共12页Journal of Lanzhou Jiaotong University

基　　金：国家自然科学基金(11961039)。

摘　　要：营销努力是发现或研究潜在消费者需求的过程,营销努力可以使企业利润产生浮动。在此背景下,构建了考虑营销努力的双渠道供应链动态博弈模型,并分析了系统均衡点的稳定性条件。通过数值模拟的方法,研究了系统分岔图、以及共存吸引子的演化情况。研究结果表明,需求调整速度、消费者渠道偏好、制造商营销努力投入系数、制造商与零售商需求敏感系数等因素都对系统稳定性产生影响。较小的调整速度和中等程度的营销努力投入有利于供应链成员实现最优利润。同时,渠道偏好系数和营销努力程度需要保持在一定范围内,否则市场会失去稳定性并呈现混沌状态。Marketing effort plays a crucial role in identifying and understanding potential consumer demand and cause the business profits to fluctuate.Against this background,this study aims to construct a dynamic game model of a dual-channel supply chain that incorporates marketing efforts and analyze the stability conditions of the system equi-librium.Numerical simulations are exerted to analyze complex dynamic behaviors of the system,such as bifurcation diagram and evolution of coexistence attractors.The results demonstrate that factors such as the speed of demand ad-justment,consumer channel preference,manufacturers marketing effort input factor,and manufacturer's and retailer's demand sensitivity coefficient all have an impact on system stability.Notably,it is observed that there exists a critical threshold for marketing effort,beyond which the system exhibits chaotic behavior.These findings provide valuable insights for managers to enhance their marketing strategies and ensure the stability of the dual-channel supply chain.At the same time,the channel preference coefficient and marketing effort need to be kept within a certain range,oth-erwise the market will lose stability and present a chaotic state.

关 键 词：均衡点 营销努力 稳定性 渠道偏好 

分 类 号：O193[理学—数学]