制造商价格竞争的纵向延时合作广告与定价策略  

Vertical Delayed Cooperative Advertising and Pricing Strategy for Manufacturer Price Competition

作　　者：刘浪 陈思仪[2] 陈烁 Liu Lang;Chen Siyi;Chen Shuo(School of Business Administration of Guizhou University of Finance and Economics,Guiyang,550000,China;School of Management and Economics,East China Jiaotong University,Nanchang 330013,China;School of Economics and Management,Zhejiang Business Technology Institute,Ningbo 315012,China)

机构地区：[1]贵州财经大学工商管理学院,贵州贵阳550000 [2]华东交通大学经济管理学院,江西南昌330013 [3]浙江工商职业技术学院经济管理学院,浙江宁波315012

出　　处：《中国管理科学》2024年第9期182-192,共11页Chinese Journal of Management Science

基　　金：国家自然科学基金项目(72162015,71562013);江西省社会科学基金项目(21GL17);贵州省高校哲学社会科学实验室试点建设项目(黔教哲[2023]02号)。

摘　　要：在边际利润波动及制造商价格竞争的前提下,研究广告的延时程度对供应链上各成员最优决策的影响。分别在制造商无价格竞争和制造商价格竞争的背景下,构建广告具有延迟效应的品牌商誉微分方程,以及边际利润波动的利润方程,应用微分博弈,找到最优批发价、最优零售价、最优广告投入、最优广告分担率、品牌商誉和利润,通过算例仿真验证延迟时间对各决策参数最优路径的影响,并将制造商竞争条件下得出的结果与无竞争条件下得出的结果进行比较。研究表明:最优零售价、最优批发价、品牌商誉及利润与全国性广告的延时程度正相关,与地方性广告的延时程度也正相关。制造商的最优广告投入仅与全国性广告的延时程度正相关,零售商的最优广告投入仅与地方性广告的延时程度正相关。最优分担率是一个与广告延时程度无关的常数。最优批发价、制造商的广告投入及零售商的广告投入均在制造商价格竞争时更低。制造商价格竞争时的零售价略低于无竞争时的零售价,但相差不大。制造商价格竞争会损害各制造商的利润,但有利于零售商获取更高的利润。The external environment the market facing is becoming increasingly complex,and unexpected events occur frequently,which makes the price change at any time and makes the marginal profit fluctuate.In this ever-changing environment,if manufacturers and retailers cooperate in advertising,there will be some delay in advertising andprice competition among manufacturers.At this time,how to make decisions among members of the supply chain has become an urgent problem to be solved.In this paper,the influence of advertising delay degree on the optimal decision-making of supply chain members is studied based on marginal profit fluctuation and price competition among manufacturers.The concrete research ideas are as follows.Firstly,under the background of non-competition,the differential equation of brand goodwill and the profit equation of marginal profit fluctuation considering the effect of advertising delay are built.By applying differential game,the optimal wholesale price,optimal retail price,optimal advertising investment,optimal advertising sharing rate,brand goodwill and profit are found out.Secondly,the corresponding differential equations are constructed to obtain the optimal wholesale price,optimal retail price,optimal advertising investment,optimal advertising sharing rate,brand goodwill andprofit under the background of price competition among manufacturers.Finally,the influence of delay time on the optimal path of each decision parameter is verified by an example simulation and the comparison between the results obtained under the condition of competition among manufacturers with those obtained of non-competition is made.And based on above information,it can be conduded that the optimal retail price,optimal wholesale price,brand goodwill and profit are positively related tothe delay degree of national advertising and alsotothe delay degree of local advertising.The optimal advertising investment of manufacturersis only positively correlated with the delay degree of national advertising,while the optimal adverti

关 键 词：边际利润波动 制造商价格竞争 延时效应 微分博弈 

分 类 号：F270.5[经济管理—企业管理] F224.32[经济管理—国民经济]