双边大数据定向广告下的供应链协调  

Supply Chain Coordination Under Bilateral Big Data Targeted Advertising

作　　者：胡海菊 李亚坤 HU Hai-ju;LI Ya-kun(School of Economics and Management,Yanshan University,Qinhuangdao 066004,China)

机构地区：[1]燕山大学经济管理学院,河北秦皇岛066004

出　　处：《数学的实践与认识》2024年第11期38-53,共16页Mathematics in Practice and Theory

基　　金：国家社会科学基金面上项目(22BGL019)。

摘　　要：研究了制造商和电子零售商均进行大数据定向广告(双边大数据定向广告)的供应链协调问题.使用博弈论的方法建立并且求解集中决策模型和分散决策模型,在此基础上,设计了“盈余利润共享”协调机制(协调机制1)和“基于双边大数据定向广告成本的盈余利润共享”协调机制(协调机制2)来对分散决策的供应链进行协调.结果表明:与分散决策相比,进行集中决策的供应链能够投入更高的大数据定向广告强度以转化更多的潜在消费者,并获得更多的供应链利润;已知信息消费者市场基础规模逆衰减系数和潜在消费者大数据定向广告敏感系数的增长将带来价格、大数据定向广告强度以及供应链各方利润的增长;两个协调机制均能实现供应链协调,在协调机制1下,双方的利润取决于各自的讨价还价能力;在协调机制2下,双方能够基于各自的大数据定向广告成本从协调机制中获取公平的利润.研究结果对供应链成员的合作以及协调机制的制定具有一定的启示.The paper investigates the supply chain coordination problem in which both the manufacturer and the online retailer engage in big data targeted advertising(bilateral big data targeted advertising).Two decision models(centralized decision model and decentralized decision model)are developed and solved by using game theory method.Based on the results of decision models,the coordination mechanism of"surplus profit sharing"and"surplus profit sharing based on bilateral big data targeted advertising cost"are designed to coordinate the decentralized supply chain.The findings of this paper are as follows:(1)Compared with the decentralized decision model,the supply chain under the centralized decision model can invest in higher intensity of big data targeted advertising to convert more potential consumers and gain more supply chain profits.(2)The increase in the inverse attenuation coefficient of the known information consumer market fundamental scale and the sensitivity coefficient of potential consumers to big data targeted advertising will lead to an increase in prices,intensity of big data targeted advertising,and profits of all parties in the supply chain.(3)Under the"surplus profit sharing"coordination mechanism,the supply chain achieves coordination,but the profits of the manufacturer and online retailer depend on their bargaining power.(4)Under the"surplus profit sharing based on bilateral big data targeted advertising cost"coordination mechanism,the supply chain achieves coordination,and the manufacturer and online retailer can obtain fair profits from the coordination mechanism based on their big data targeted advertising costs.The findings provide some insights into the cooperation of supply chain members and the development of coordination mechanisms.

关 键 词：协调机制 大数据定向广告 电子零售商 STACKELBERG博弈 

分 类 号：F274[经济管理—企业管理] F713.8[经济管理—国民经济]