考虑负向溢出作用的双渠道促销策略研究

运用博弈论探讨了双渠道中负向溢出作用对参与方促销统一和非统一策略的影响，分析了均衡结果并与集中模式进行了比较。结果表明：在促销统一策略下批发价随负向溢出系数递增；在促销非统一策略下收益分配比例随负向溢出系数递减；制造商、零售商与供应链系统的利润和促销努力水平在两种策略下均随负向溢出系数递减；对制造商和供应链系统而言，采用非统一策略总是优于统一策略；对零售商而言，当负向溢出系数满足特定条件时，采用促销非统一策略才能够优于统一策略。

Study on Different Strategies of Sales Promotion Considering Negative Spillover Effect in Dual-channel

The influence of the negative spillover effect on the uniform strategy and non-uniform strategy of sales promotion was studied by game theory in dual-channel, and the equilibrium results were studied and compared with the centralized decision mode. The analytical results show that： The wholesale price of the manufacturer was increasing with the negative spillover effect coefficient under the consistent strategy; The proportion of the revenue sharing was decreasing under the inconsistent strategy; The profit and the sales promotion effort of both parties and the profit of the whole supply chain were decreasing under different strategies; The inconsistent strategy was superior to the consistent strategy for the manufacturer and the whole supply chain; The uniform strategy was superior to the nonuniform strategy for the retailer.