双渠道供应链中定价与合作广告决策模型

摘要

To study the influence of cooperative advertising strategy on channel supply chain pricing decision,the two-echelon supply chain system composed of one manufacturer and one retailer was considered.The manufacturer sold the products to end customers both through the direct channel and the traditional retail channel.The demands in two channels were influenced by both prices and advertising investment level.The pricing strategy and cooperative advertising decisions in a centralized dual-channel supply chain and in a decentralized dual-channel supply chain based on Stackelberg game were analyzed.The two-stage optimization technique was utilized to obtain the optimal pricing decisions and advertising investment level.The numerical studies revealed that the manufacturers and the retailers pricing decisions were largely influenced by advertising investment.Customers preferences for the retail channel and the cooperative advertising ratio were closely related to both the optimal pricing decisions and the optimal advertising investment.%为研究合作广告决策对渠道供应链定价决策的影响,考虑由单一制造商和单一零售商组成的两级供应链系统,制造商可以通过直销渠道将产品销售给顾客,也可以通过传统的零售渠道将产品销售给顾客,两种渠道的需求都受到价格和广告投入水平的影响。分析了集中式双渠道供应链的定价与合作广告决策,以及基于Stack-elberg博弈时分散式双渠道供应链的定价与合作广告决策。利用两阶段优化技术得到了供应链的最优定价决策和广告投入水平。数值算例表明,广告投入对于制造商和零售商的定价决策有重要影响,制造商和零售商的最优定价决策和最优广告投入水平与顾客对零售渠道的偏好程度以及合作广告的分担比例密切相关。