考虑广告营销影响消费意愿的闭环供应链定价与协调  

Closed-Loop Supply Chain Pricing and Coordination Considering the Influence of Advertising Marketing on Consumption Intention

作　　者：张浩[1] 沐年国[1] ZHANG Hao;MU Nianguo(Business School,University of Shanghai for Science&Technology,Shanghai 200093,China)

机构地区：[1]上海理工大学管理学院,上海200093

出　　处：《物流科技》2025年第2期144-150,184,共8页Logistics Sci Tech

摘　　要：在经济发展、资源短缺和环境污染的背景下,政府和社会在新能源领域取得瞩目的成就。考虑到制造与再制造循环经济的推动与广告战的囚徒困境,探究制造与再制造建立合作广告关系。建立制造商广告营销与再制造商广告营销2种博弈模型,结果表明:2种广告合作的经营模式下,做广告部门单个产品的利润空间均会增加;广告合作扮演更多的是雪中送碳的角色,当企业产品成本上涨时,企业会增加广告投入量,而企业产品下降时,企业对广告营销的需求会降低;企业产品成本变化幅度较大而外部市场稳定应选择制造商进行广告营销,当外部市场不稳定企业产品成本变化幅度小应选择再制造商进行广告营销。Under the background of the development of economy,resource shortage and environmental pollution,the government and society have made remarkable achievements in the field of new energy.Considering the promotion of circular economy of manufacturing and remanufacturing and the prisoner's dilemma of advertising war,this paper explores the establishment of cooperative advertising relationship between manufacturing and remanufacturing.Two game models of manufacturer's advertising marketing and re-manufacturer's advertising marketing are established.The results show that the profit margin of a single product of the advertising department will increase under the two business models of advertising cooperation,that advertising cooperation plays more of a role of sending carbon in snow,that is,when the cost of enterprise products rises,enterprises will increase the amount of advertising investment,while when the enterprise products decline,the demand for advertising marketing will decrease,and that enterprises with large product cost changes and stable external market should choose manufacturers for advertising marketing;enterprises with unstable external market should choose re-manufacturers for advertising marketing when product cost changes are small.

关 键 词：动态合作广告 闭环供应链 双寡头竞争 STACKELBERG博弈 

分 类 号：F274[经济管理—企业管理]