期刊文献+

广告分担、价格折扣与供应链的纵向合作广告 被引量:5

Advertising Participation,Price Discount and the Vertical Cooperative Advertisement in a Supply Chain
下载PDF
导出
摘要 研究了生产商和零售商的纵向合作广告问题。分别在广告分担和价格折扣策略下,探讨了双方的均衡结果和利润。当生产商的边际利润较小时,生产商的最优决策是不采取任何一种策略。当生产商的边际利润达到一定范围时,广告分担策略是双方共同的最优选择。而无论在什么样的条件内,价格折扣策略都不会使双方同时满意。为了增加双方的收益,供应链成员应该在广告上集成决策。最后给出了系统集成的可行最优解的范围和Nash讨价还价解。 The vertical cooperative advertisement in a manufacturer-retailer supply chain is studied in this paper. We investigate the equilibrium results when the manufacturer offers advertising allowance or price deduction to the retailer. When the marginal profit of the manufacturer is smaller than the retailer, neither strategy is applied by the manufacturer. If the marginal profit of the manufacturer is large than the retailer, the advertising allowance is the optimal choice of both sides. However, the price deduction is never satisfactory simultaneously to both sides in any condition. To increases profits for both parties in a supply chain, we recommend that the integrated decision in advertising should be the best solution. The range of feasible optimal solution of system integrating decision and Nash bargaining result are provided in the end.
出处 《运筹与管理》 CSCD 2006年第6期132-138,共7页 Operations Research and Management Science
基金 山东省自然科学基金资助项目(Y200G06) 青岛大学引进人才基金资助项目
关键词 市场营销 合作广告 博弈 广告分担 价格折扣 marketing cooperative advertisement game theory advertising participation price discount
  • 相关文献

参考文献15

  • 1Crimmins E C.Cooperative advertising[M].New York:Gene Wolf,1984.
  • 2Huang Zhimin,Li Susan X.Co-op advertising models in manufacturer-retailer supply chains:A game theory approach[J].European Journal of Operational Research,2001,135:527-44.
  • 3Davis R A.Retailers open doors wide for co-op[J].Advertising Age,August,1994,1:30.
  • 4Top 100 Advertisers[J].Advertising Age,September 17,1999,165.Young R F,Greyser S A.Managing cooperative advertising:a strategic approach[M].Lexington,MA:Lexington Books,1983.
  • 5Herriott S R.Cooperative strategy in advertising[R].Working Paper No.1988-5(March) Department of Management Sciences,University of Iowa.
  • 6Corstjens M,Rajiv Lal.Cooperative advertising and channel coordination[R].1989,Research paper#1071,Marketing department,Stanford University.
  • 7Roslow S,Laskey H A,Nicholla J A F.The enigma of cooperative advertising[J].Journal of business and industrial marketing,1993,8,70-79.
  • 8Spengler J J.Vertical integration and antitrust policy[J].Journal of political economy,1950,8(4):347-52.
  • 9Dutta S,Bergen M,John G,Rao A.Variations in the contractual terms of cooperative advertising contracts:an empirical investigation[J].Marketing Letters,1995,6.15-22.
  • 10Tsay A A,Agrawal N.Channel dynamics under price and service competition[J].Manufacturing and service operations management,Fall,2000,2(4):372-91.

二级参考文献8

  • 1Dutta, S, et al. Variations in the contractual terms of cooperative advertising contracts: An empirical investigation[J].Marketing Letters, 1996,6:15 - 22.
  • 2Crimmins, E. C.. A co- op myth: It is a tragedy that stores don' t spend all their accruals. [J]. Sales and Marketing Management. 1973(February7).
  • 3McAlister, T. Staelin. An industry equilibrium analysis of downstream vertical integration [J]. Marketing Science. 1983,2:161 - 192.
  • 4Susan X Li. Cooperative advertising, game theory and manufacturer- retailer supply chains [J]. Operations Research. 2002,30: 347 - 357.
  • 5Shugan, S. Implicit understandings in channels of distribution[J].Management Science. 1985,31: 435 - 460.
  • 6Pratt,J W. Risk aversion in the small and in the large[J].Econometrica, 1964,32:122-136.
  • 7Zhimin huang. Bargaining, risk and franchising coordination[J].Computers Operations Research, 1997,24: 73 - 83.
  • 8Zusman, Pinhas. The marketing channel as an equilibrium set of contracts[J]. Management Science, 1981,27: 3

共引文献42

同被引文献44

引证文献5

二级引证文献14

相关作者

内容加载中请稍等...

相关机构

内容加载中请稍等...

相关主题

内容加载中请稍等...

浏览历史

内容加载中请稍等...
;
使用帮助 返回顶部