作　　者： ; ; ;

机构地区： 青岛大学国际商学院

出　　处： 《运筹与管理》 2006年第6期132-138,共7页

摘　　要： 研究了生产商和零售商的纵向合作广告问题。分别在广告分担和价格折扣策略下,探讨了双方的均衡结果和利润。当生产商的边际利润较小时,生产商的最优决策是不采取任何一种策略。当生产商的边际利润达到一定范围时,广告分担策略是双方共同的最优选择。而无论在什么样的条件内,价格折扣策略都不会使双方同时满意。为了增加双方的收益,供应链成员应该在广告上集成决策。最后给出了系统集成的可行最优解的范围和Nash讨价还价解。 The vertical cooperative advertisement in a manufacturer-retailer supply chain is studied in this paper. We investigate the equilibrium results when the manufacturer offers advertising allowance or price deduction to the retailer. When the marginal profit of the manufacturer is smaller than the retailer, neither strategy is applied by the manufacturer. If the marginal profit of the manufacturer is large than the retailer, the advertising allowance is the optimal choice of both sides. However, the price deduction is never satisfactory simultaneously to both sides in any condition. To increases profits for both parties in a supply chain, we recommend that the integrated decision in advertising should be the best solution. The range of feasible optimal solution of system integrating decision and Nash bargaining result are provided in the end.

关 键 词： 市场营销 合作广告 博弈 广告分担 价格折扣

领　　域： [经济管理] [经济管理]