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考虑联合广告投入对供应链各级流通主体决策的影响,构建供应链整体、各级流通主体与联合广告合作三种利润最大化博弈模型,分别探讨上下游企业的联合广告投入、回收率与全国品牌广告分摊率等关键决策变量对其收益的影响。研究表明:联合广告合作能够显著提高闭环供应链渠道运作效率,制造商、零售商均获得较高收益,可实现零供双方的互利共赢;在一定范围内,联合广告效应越大,产品的需求量、回收率越高,随之制造商与零售商所获得的利润越高,形成了一个正反馈循环;在联合广告合作模型中,联合广告效应带来的利润不仅能够弥补零售商额外承担的全国品牌广告成本,还能增加零售商的利润。最后,本文运用数值分析方法验证结论。
Consider the impact of joint advertising investment on the decision-making of the circulation main bodies at all levels of the supply chain, and construct three profit maximization game models of the whole supply chain, the circulation main bodies at all levels and the joint advertising cooperation, respectively discuss the joint advertising investment and the recovery rate of the upstream and downstream enterprises, Impact of Key Decision Variables Such as Brand Advertising Rate on Its Revenue. The research shows that joint advertising cooperation can significantly improve the efficiency of the operation of closed-loop supply chain channels, and both manufacturers and retailers can obtain higher returns to achieve mutual benefits and win-win results for both parties. In a certain range, the larger the combined advertising effect, The higher the demand and the higher the recovery, the higher profit the manufacturers and retailers will get, which forms a positive feedback loop. In the joint advertising cooperation model, the profit brought by the combined advertising effect can not only make up for the retailer’s extra commitment Of the national brand advertising costs, but also increase the profits of retailers. Finally, the paper uses numerical analysis to verify the conclusion.