考虑长效作用的竞争供应链合作广告决策分析

地方性广告存在损害顾客忠诚度和降低品牌形象的情形.为分析制造商以成本分担形式开展合作广告的前提条件,以及合作广告对消费者需求和供应链成员收益的影响,以两条单个制造商-单个零售商组成的竞争供应链为对象,构建了供应链之间的Nash博弈和供应链内零售商为领导者的Stackelberg博弈模型,通过考虑广告长效作用,对两个销售周期的合作广告和非合作广告博弈进行了综合比较分析.结果表明,制造商仅在广告负效用显著和商品替代率高的条件下开展合作广告;当商品替代性不显著时,合作广告可以有效提升需求,反之则降低需求;合作广告并不能提升零售商收益,但当商品替代率低时,可以改善制造商收益,同时提升供应链总收益.研究结果对地方性广告实践中的供应链成员决策具有指导意义.

Decision analysis of cooperative advertising for competitive supply chain considering long-term effects

In the case that promotional local advertising of retailers undermine customer loyalty and reduce brand image. In order to analyze prerequisites that manufacturers carried out collaborative advertising in a cost-sharing form, and impacts of cooperative advertising on consumer demand and supply chain profits. Two competitive supply chains which were consist of single manufacturer and single retailer as the object of this paper. The Nash game model between supply chains and the Stackelberg game model with retailers as leaders were built. Cooperative advertising and non-cooperative advertising games in two sales cycles were compared and analyzed by considering long-term effects of advertising. The results show that prerequisites for manufacturers to cooperate advertising are obviously negative effect of advertising and high commodity substitution rate. When the commodity substitution is not obvious, cooperative advertising can effectively increase demand, on the contrary, the demand is reduced. Cooperative advertising does not improve retailer revenue. However, the incomes of manufacturers and total profits of supply chain are improved when the commodity substitution rate is low. The findings have a certain guiding significance to decision making of supply chain member on the local advertising practice.