供应商主导下的合作促销研究.docVIP

 供应商主导下的合作促销研究# 5 10 15 20 25 30 摘要：本文讨论了单个供应商与单个零售商进行促销合作时供应链的整体绩效，并着重与非 合作促销情形进行了对比分析。供应商处于主导地位，并通过广告对产品进行宣传，使消费 者产生潜在的购买意向。零售商决定产品的货架存货水平，通过摆放数量的变化影响销量。 基于零供双方不同的促销手段，本文考虑了两种促销合作方式。第一种是供应商协助零售商 分担产品的货架存货成本，第二种是零售商分担供应商的广告费用。结果发现：当供应商的 边际利润相对较高时，供应商会主动分担零售商的货架存货成本；当零售商的边际利润相对 较高时，供应商可以要求零售商分担广告费用。总体上，这两种合作方式都能够实现零供双 方的帕累托改进，进而改善供应链的整体利润水平。 关键词：供应链管理；纵向合作促销；博弈论；供应商主导；货架空间分配 中图分类号：F275 Cooperative Sale Promotion under a dominant supplier SHEN Shen, WANG Hexin (School of Economics and Management, Beihang University, Beijing 100191) Abstract: This paper discusses the cooperative sale promotion problem between a supplier and a retailer based on a game theory model, and draws a comparison with non-cooperative sale promotion. Consider a supply chain where the supplier is the leader in the channel and the retailer is the follower. The supplier publicizes his product through national advertisements which encourage consumers to have the desire to make a purchase. On the other hand, the retailer may decide the shelf space that is allocated to the supplier’s product to affect the sales volume. Based on these two different means of promotion, we analyze two different ways of cooperation. The first one is that the supplier helps the retailer to share the inventory holding cost of the products on shelf. The second is that the retailer shares the advertising expenditure for the supplier. It is found that when the supplier has a relatively large profit margin, the supplier may share the inventory holding costs for the retailer; when the retailer has a relatively large profit margin, it is better for the retailer to share the advertising expenditure for the supplier, and both of the two ways of the cooperative promotion can improve the performance of the supply chain. Key words: Supply Chain Management; Cooperative Sale Promotion; Game Theory; Dominated Supplier; Shelf Space Allocation 35 0 引言 促销是指厂商向消费者传递有关本企业及产品的各种信息，说服或吸引消费者购买其产 品的活动，以达到扩大销售量的目的。其本质是厂商将能够刺激消费的各种信息传递给目标 对象