基于微分博弈的双渠道广告合作协调策略研究

被引：31

作者：

张智勇

李华娟

杨磊

石永强

机构：

[1] 华南理工大学经济与贸易学院

来源：

控制与决策 | 2014年 / 05期

关键词：

双渠道; 协调; 微分博弈; 广告合作;

D O I：

10.13195/j.kzyjc.2013.0060

中图分类号：

F713.3 [商品销售]; F713.8 [广告];

学科分类号：

050302 ; 1403 ;

摘要：

研究在制造商开通网上和零售渠道的情形下,供应链成员的广告合作和成本分担对双渠道协调的影响.研究结果表明,无论零售商的广告对品牌形象产生何种影响,制造商分担零售商的部分广告费用均能使得双方的利润优于分散决策的情形,但不能完全实现双渠道协调.此外,当零售商也分担制造商的部分广告费用时,双方均可以实现完全的协调.相比于零售商频繁促销产生负面影响的情形,在不产生负面影响的情况下,双方能够实现更多的价值.

引用

页码：873 / 879

页数：7

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