易逝商品最优广告投入与订货策略的博弈分析

通过将广告投入对需求的影响引入报童(newsboy)问题,建立了不确定环境下多个企业进行广告投入和订货量博弈的模型,证明了该模型存在唯一的纯策略纳什均衡解.最后通过应用实例分析了模型参数变化对均衡的影响.     

供应链中制造商与代理商广告合作的博弈

供应链中为了做好产品的销售工作,往往要对产品进行有效的宣传,有一个对制造商与代理商都适宜的广告宣传计划。而在以往的文献中,研究的重点往往基于这样一种关系,制造商处于主导地位,代理商处于从属地位。随着市场的发展,制造商与代理商在广告宣传中的地位发生了变化,代理商可能已经等于甚至超越了制造商在广告宣传中所发挥的作用。本文运用博弈的方法,分别以制造商和代理商为主进行分析,得出不同情况下的最优广告策略。     

战略性新兴产业、传统产业与政府合作策略研究

本文应用微分对策理论研究区域经济发展过程中战略性新兴产业、传统产业与政府的合作策略及成本分担问题.构建三方动态博弈模型,基于Hamilton-Jacobi-Bellman方程分别求得非合作模式、政府扶持模式、协同合作模式三种情形下的最优努力策略、产业技术水平和最优收益.比较发现:战略性新兴产业、传统产业与地方政府的努力程度与效益影响系数、技术水平影响系数正相关,与成本系数负相关;从产业技术水平和综合效益的角度看,协同合作模式优于非合作模式和政府扶持模式.同时,本文量化分析了政企努力程度和产业技术水平,与效益分配比例和政府补贴比例的关系.补贴因子作为一种有效的调节机制,能够促使战略性新兴产业、传统产业和地方政府共同努力,带动区域社会经济发展.     

纵向合作广告的微分对策模型研究

基于单一制造商与单一零售商所组成的渠道结构,假设零售商广告促销活动对制造商品牌商誉存在消极影响,运用微分对策的方法,分别考察了动态架构中Nash非合作博弈、Stackelberg主从博弈以及协同合作博弈情形下制造商与零售商的最优广告策略,并对此三种博弈结构下的反馈均衡结果进行了比较分析,发现协同合作博弈情形下的系统利润、制造商和零售商广告投入都要优于非合作博弈情形时的对应值.     

易逝品供应链中的联合广告投入、订货策略与协调问题研究

通过将品牌广告和地方促销广告联合投入对需求的影响引入易逝品供应链,建立了需求不确定环境下品牌广告、地方促销广告联合投入和订货量博弈的模型,指出易逝品供应链中广告投入存在道德风险问题,并给出了消除易逝品供应链中不协调的方法思路.     

供应链竞争下基于微分对策的合作广告模型

利用微分对策理论研究了供应链竞争下的合作广告问题,构建了一个微分对策模型.在非对称的供应链情形下,运用汉密尔顿雅可比-贝尔曼方程求得了Stackelberg博弈下均衡的广告投入和广告分担比例,给出了零售商市场份额的计算公式.在对称的供应链情形下,得到了制造商对零售商进行广告补贴的一个充分条件,同时发现,市场中只有2家或3家零售商时总能保证他们得到正利润,一旦零售商数量增多则不能保证.     

基于利他偏好的绿色供应链动态均衡分析

构建了绿色供应链微分博弈模型,探讨了成员利他偏好对企业产品绿色度以及经济效益的影响.首先在Stackelberg博弈过程中,运用贝尔曼连续型动态规划理论得到系统均衡解,其次分析并比较了集中、分散以及利他等三种决策模式下的均衡策略,进一步剖析了各成员利他偏好对双方决策和系统利润的影响.研究表明,成员的利他偏好有利于分散决...     

基于闭环供应链的零售商回收广告决策

在广告既能影响市场需求又能影响回收率的条件下,研究了零售商回收时,制造商广告与零售商广告在两种情况下,闭环供应链的最优广告水平、产品批发价、产品零售价、供应链中各成员的利润与总体利润,并进行了对比分析.研究结果表明:在闭环供应链中,针对不同的市场目标要采用不同的渠道策略.若以市场占有率为最大化目标,则采用制造商广告模式;若以利润最大化为目标,则采用零售商广告模式.     

生态供应链下环境型采购的博弈分析

环境质量的迅速恶化引起了政府、学术界和公众的共同关注。生态供应链是解决环境问题的系统方法,环境型采购是生态供应链的重要组成部分。运用博弈理论,分析了在当前绿色原料和非绿色原料并存的市场环境下环境型采购的博弈模型,得出了一系列结论,给出了促进环境型采购行为发生的途径。     

基于微分博弈的政企救灾合作策略研究

为应对灾害事故频发,政府和企业合作救灾已经受到人们的广泛关注,但企业救灾过程中慈善行为的动机并不单纯.文章首先假设在政府和救灾企业组成的简单系统中,政府处于主导地位,政府和企业的救灾投入会产生慈善商誉,企业的救灾投入还会产生广告效应,消费者需求受到二者的共同影响;然后利用微分博弈理论,构建了政府和企业的3种微分博弈模型.研究发现,在一定条件下,成本分担契约可以实现政府、企业和系统整体效益的帕累托改善;在协同合作契约下,政府、企业和系统整体效益都是最优的.最后,通过算例分析证明了结论的有效性,并对相关参数进行了灵敏度分析,为政企合作协同救灾提供理论依据.     

Cooperative advertising and pricing models in a dynamic marketing channel

This paper studies dynamic pricing and cooperative advertising strategies in a two-member channel of distribution. We propose differential game models that incorporate the carryover effects of advertising over time for both manufacturer and retailer. Two different models are studied. Firstly, we discussed a non-cooperative differential game which the manufacturer supports partially the cost of the promotion activities. Secondly, both channel members cooperatively determine their respective strategies. In these two cases, dynamic cooperative advertising and pricing strategies are characterized. Then numerical simulation method is applied to analyze the sensitivity of main model parameters and compare the main results of the two models. The simulation results show that the cooperative model achieves better coordination than the non-cooperative model with the following features： all channel members achieve higher advertising efforts and profit level in the cooperative case rather than in the non-cooperative case.     

Optimal reserve price in static and dynamic sponsored search auctions

Sponsored search advertising is a significant revenue source for search engines. To ameliorate revenues, search engines often set fixed or variable reserve price to in influence advertisers＇ bidding. This paper studies the optimal reserve price for a generalized second-price auction （GSP） under both static and dynamic settings. We show that if advertisers＇ per-click value has an increasing generalized failure rate, the search engine＇s revenue rate is quasi-concave and hence there exists an optimal reserve price under both settings. Different from a static GSP auction where the optimal reserve price is proved to be constant, in a dynamic setting the optimal reserve price is dependent on not only advertisers＇ per-click values, but also the number of ad links sold. A search engine should gradually raise reserve price as more qualified advertisers arrive, and maintain the same threshold after all first-page positions are occupied.     

随机需求下单制造商两零售商合作广告协调模型

考虑了由单个制造商两个零售商所组成的供应链生产销售Newsvendor型产品的合作广告问题.分析了制造商的品牌广告投入及两个竞争零售商的地方促销广告投入对每个零售商需求的影响,分别给出了分散决策和一体化决策下制造商的最优广告投入,两个竞争零售商的最优地方促销广告投入及销售期初的最优订购批量,利用利润共享契约使得供应链达到协调,并从供应链各成员风险偏好的角度对渠道收益的分配问题进行了探讨.     

Optimal bundling and pricing decisions for complementary products in a two-layer supply chain

This article explores bundling and pricing decisions for two complementary products in a two-layer supply chain consisting of a multi-product manufacturer and a retailer. We establish four different pricing models under cases of decentralized decision, while considering different portfolio-bundling strategies of the manufacturer and the retailer. A game-theoretical method is used to characterize the corresponding equilibrium outcomes in each scenario. By further analyzing and comparing the maximum profits of all four possible scenarios, optimal bundling and pricing decisions for the manufacturer and the retailer are obtained, respectively. Model extensions and numerical examples are enriched to highlight the factors affecting optimal decision-making. Finally, valuable and interesting managerial insights are summarized. Results show that the upstream manufacturer always profits more when he sells complementary products separately. However, the optimal bundling decision of the downstream retailer is jointly determined by product complementarity (as a major factor) and the difference of product profitability (as a secondary factor). Market power cannot exert an influence on both optimal bundling decisions, but it can partly affect pricing decisions.     

分散式供应链中旁支付激励机制的研究

从供应商的角度出发,针对一个供应商和两个零售商组成的单一产品分散式供应链提出一种旁支付激励机制;利用博弈论和信息经济学理论和方法,研究了在产品价格固定、需求是随机的情况下,该旁支付激励机制对供应商和零售商收益产生的影响;并证明了该旁支付激励机制对提高供应链运作效益的有效性。     

False failure returns: Optimal pricing and return policies in a dual-channel supply chain

This paper aim is to examine the optimal pricing and return policies for false failure returns in a dual-channel supply chain. Four prevailing return policies in which a manufacturer both operates an E-shop and sells its product through a brick-and-mortar retailer are analyzed, i.e. (I) the manufacturer handlings E-shop’s returns, while the retailer addresses brick-and-mortar store’s returns (NR); (II) the retailer tackles the whole (both E-shop’s and brick-and-mortar store’s) returns (ORR); (III) the manufacturer tackles the whole returns (ORM); and (IV) the manufacturer and the retailer are jointly responsible for the whole returns (RRM). Firstly, the optimal pricing and return policies comparing these four scenarios under uniform-pricing strategy are presented. Our conclusions show that the ORR is an optimal return policy. Compared with the NR, consumers will get a lower product pricing under the ORR and a higher product pricing under the ORM. With regard to the RRM, the product pricing is depended on consumer preference, return-rates of the E-shop and the brick-and-mortar store. Then, the optimal pricing and return policies are analyzed under differential-pricing strategy by conducting two-stage sequential games between the manufacturer and the retailer. The findings show that if consumers in the market prefer to purchase via the E-shop, the ORR is an optimal return policy. Otherwise, the NR is the optimal return policy. Compared with the NR, the ORR retailer’s product pricing will rely on the retailer’s and the manufacturer’s return-costs; the RRM retailer’s product pricing will depend on the return-costs of the retailer and the manufacturer, the return-rates of the E-shop and the brick-and-mortar store and so on. Finally, the influences of the manufacturer and the retailer establishing a Buy-back contract are discussed. Our results illustrated that the Buy-back contract doesn’t affect optimal pricing and return policies under both the uniform and the differential pricing strategies.     

供应能力制约下的VMI策略及其信息价值研究

研究了供应商存在能力制约下,实施供应链信息共享的策略及其信息价值的问题.建立一个1供应商N零售商的两级供应链,通过扩展的“报童问题”,研究在供应商存在能力限制时的供应链运作情况;证明了供应能力的波动将导致系统成员进行短缺博弈,从而引起供应链系统费用的增加和效率的降低;提出实施信息共享策略,建立供应商管理库存模式(VMI),并建立相应的数学模型,求得问题的“纳什均衡”,证明信息共享与合作可以改善供应链系统,降低运作成本.进一步的数值分析表明,在供应能力(服务水平)为35%到90%之间时,VMI策略可以带来显著效益,最高可以节省28.7%的系统费用;在能力趋于严重不足和能力充裕两种情况下,信息价值将递减,并最后趋于0.     

考虑公平关切的闭环供应链差别定价决策及协调策略

在考虑闭环供应链成员公平关切的情形下研究成员及整个系统的差别定价最优决策与协调策略,通过比较公平中性与公平关切情形时的结果以分析公平关切对决策的影响.研究表明:制造商的公平关切行为对制造商、零售商以及整个系统都是不利的;而零售商的公平关切行为对制造商不利、对零售商有利,其使得两者的利润一减一增,但整个系统利润保持不变且产品价格、销量不受零售商公平关切行为的影响;在制造商和零售商均具公平关切行为的情形下,当双方的公平关切程度逐渐增加时对制造商有利,当制造商公平关切程度减小、零售商公平关切程度增加时对零售商有利.本文采用收益共享契约协调仅制造商具公平关切和仅零售商具公平关切行为时的闭环供应链,以实现双方的帕累托改善.     

双向搭便车时双渠道供应链定价与销售努力决策

考虑由制造商、网络零售商和实体零售商组成的双渠道供应链,在零售商之间存在价格竞争和双向搭便车的情形下,研究集成和分散供应链两种模式下最优定价和努力水平决策.研究发现,在集成供应链模式下,最优零售价格和销售努力水平只取决于努力成本,当努力成本低于某临界值时,网络和实体零售商都努力,否则,都不努力.在分散供应链中,努力水平与批发价格,努力成本以及搭便车系数有关:当努力成本过低与过高时,制造商设定同样的批发价格,零售商会分别选择同时努力和同时不努力,则努力水平和供应链利润与搭便车系数无关,否则,制造商实行批发价格歧视策略,且搭便车系数越大,价格歧视越明显,此时,随着搭便车系数的增大,制造商的利润减少,零售商的利润增大,供应链的利润增大.