网络外部性下的供应链广告和定价协调模型  

Coordinating supply chain advertising and pricing under network externalities

作　　者：梁家密 易余胤[2] LIANG Jia-mi;YI Yu-yin(School of Health Management,Guangzhou Medical University,Guangzhou 511436,China;School of Management,Jinan University,Guangzhou 510632,China)

机构地区：[1]广州医科大学卫生管理学院,广州511436 [2]暨南大学管理学院,广州510632

出　　处：《管理科学学报》2024年第12期82-102,共21页Journal of Management Sciences in China

基　　金：国家自然科学基金资助项目(71571086);广东省自然科学基金资助项目(2021A1515012002);广东省普通高校青年创新人才类项目(2021WQNCX062).

摘　　要：考虑了一个产品需求受网络外部性、广告和价格共同影响的产-销两级供应链模型,旨在研究网络外部性对供应链成员的定价与广告决策,以及契约协调的影响.结果表明,网络外部性提高了产品价格与广告投入,其与广告效应形成的双重叠加效应大幅度提升了销量,使零售商和制造商共同获益.然而,在分散化决策中依然存在双重边际效应,使得产品销量、广告投入与系统利润均小于集中化决策.为此,本文尝试提出合作广告和收入共享契约来协调供应链,发现网络外部性强度较小时仅收入共享契约存在供应链协调的可能性,并且收入分成比例要满足一定条件.而网络外部性强度较大时两种契约均能协调供应链,但收入共享契约的协调效率更高.This paper considers a two-echelon supply chain in which demand is jointly influenced by network externalities,advertising,and price.The purpose is to investigate the impacts of network externalities on the pricing and advertising decisions of supply chain members,as well as on contract selection.The results show that network externalities increase product prices and advertising investments,which creates a double superposition advertising effect that significantly increases sales and benefits both the retailer and the manufacturer.However,double marginalization still exists in the decentralized system,meaning that product sales,advertising investment and system profit are all better under the centralized system.The advertising cooperative contract and revenue-sharing contract are examined to coordinate the supply chain.It is found that only the revenue-sharing contract can successfully coordinate the supply chain when the strength of network externalities is weak,under some conditions.When network externalities are strong,both contracts can coordinate the supply chain,but the revenue-sharing contract is more efficient.

关 键 词：网络外部性 批发价契约 合作广告契约 收入共享契约 供应链协调 

分 类 号：F224.32[经济管理—国民经济]