基于产品生命周期理论的直销型闭环供应链的广告策略与定价策略

被引：43

作者：

王玉燕 ^{[1
,2
]}

机构：

[1] 山东大学应用经济学博士后流动站

[2] 山东财经大学管理科学与工程学院

来源：

系统管理学报 | 2014年 / 23卷 / 03期

关键词：

直销型闭环供应链; 产品生命周期; 广告策略;

D O I：

暂无

中图分类号：

F713.8 [广告]; F713.3 [商品销售];

学科分类号：

020206 [国际贸易学];

摘要：

采用产品生命周期理论,研究直销型闭环供应链的广告策略和定价策略,给出4个生命周期阶段的最优广告策略和定价策略,并且结合数值分析,比较各个生命周期阶段的策略关系。研究表明:制造商在成长期制定的销售广告策略、定价策略和利润与成熟期是一致的。且在这2个时期,制造商的利润最大。制造商在引入期的利润与衰退期的利润大小关系不确定。而回收商不受产品生命周期的影响,在成长期、成熟期和衰退期,回收商的定价策略、回收广告策略以及利润都是一致的。本研究结论有助于进一步丰富完善直销型闭环供应链的理论基础。

引用

页码：388 / 396

页数：9

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