广告努力水平视角下的供应链合作广告博弈分析.docVIP

 广告努力水平视角下的供应链合作广告博 弈分析# 5 10  摘要：供应链中的合作广告关系最初研究的重点是制造商处于领导者的地位，零售商处于追随者的地位的 这样一种关系。而随着社会经济的不断发展，制造商与零售商的地位发生了显著的变化，零售商已经有可 能等于甚至超过制造商在合作广告中的地位。本文从广告努力水平视角出发，将广告努力水平与成本的关 系引入合作广告模型，运用博弈论的思想，分别探讨了以制造商为领导者和以零售商为领导者的 Stackelberg 均衡模型、非合作 Nash 均衡模型以及合作 Nash 均衡模型下的最优合作广告方案，并通过对比分析，提出 了不同博弈情形下制造商与零售商应该采取的合作广告策略。 关键词：供应链；合作广告；广告努力水平;博弈 中图分类号：F224.32 15 Game Analyses of Chain Cooperative Advertising under the perspective of the level of Advertising Efforts HE Lihong, LIU Mengmeng (School of Management, Lanzhou Univertising, Lanzhou 730000) 20 Abstract: The initial focus of the study of cooperative advertising relationship in the supply chain is a relationship in which the manufacturer is the leader, while retailers are the followers. However, with the continuous social and economic development, the status of manufacturers and retailers has changed significantly in cooperative advertising, and the status of retailers is likely to equal to or exceed that of manufacturers’. From the perspective of the advertising effort level, this article brings in the 25 30 relationship between the level of advertising efforts and cost to the cooperative advertising model, and the optimal cooperative advertising program under Stackelberg equilibrium model, non-cooperation Nash equilibrium model and cooperation Nash equilibrium model are discussed respectively in the condition that the manufacturer or the retailer is the leader by game theory. Besides, the cooperative advertising strategies manufacturers and retailers should adopt under different game situations through comparative analysis. Key words: supply chain; cooperative advertising; the level of advertising efforts; game theory. 0 引言 在传统的经营理念中，制造商和零售商之间只是单纯的买卖关系。随着竞争从企业之 35 40 间的竞争转向供应链之间的竞争，制造商和零售商之间的关系逐步转变为新型的合作伙伴关 系。供应链合作广告，即制造商对销售其产品的零售商进行地方广告的补偿，已经成为供应 链成员企业间合作的重要组成部分之一。据估计， 1987 年美国公司大约花费 100 亿美元在 合作广告上(Somers et al。1990) [1]；而在 1993 年则达到了惊人的 200 亿美元(Davis 1994)[2]， 比 1987 年增加了 100%。IBM、苹果、Intel、通用和百事可乐等公司分别为