摘要
【目的/意义】针对零售商低碳宣传广告产生的溢出效应问题,构建一个制造商和两个零售商组成的两级供应链,研究广告溢出效应下考虑产品低碳减排水平和低碳信誉水平的供应链决策问题。【设计/方法】分析对比了仅单一零售商投资低碳宣传广告和两个零售商均投资低碳宣传广告两种不同情形下供应链成员的博弈均衡。【结论/发现】研究发现:广告溢出效应有利于产品低碳信誉的积累,而且广告双向溢出情形下的产品低碳信誉值高于广告单向溢出情形下的相应值;广告溢出强度存在一个阈值,只有当溢出强度低于该阈值时,作为广告投资方的零售商才能保持利润优势,而且广告双向溢出情形能够实现广告投资双方取得相同改善优势的共赢局面。
[Purpose/Significance]Considering the spillover effect on low-carbon advertising of retailers,a two-tier supply chain consisting of a manufacturer and two retailers was constructed.It aims to study the supply chain decision-making problem of low carbon emission reduction level and low carbon reputation level of products under the effect of advertising spillover.[Design/Methodology]The article analyzes and compares the game equilibrium of supply chain members in two different situations where only a single retailer invests in low-carbon advertising and both retailers invest in low-carbon advertising.[Findings/Conclusions]The study found that the advertising spillover effect is conducive to the accumulation of low-carbon reputation of the product,and the lowcarbon reputation value of the product in the case of two-way advertising overflow is higher than the corresponding value in the case of one-way advertising overflow.There is a threshold for the advertising spillover strength,and only when the spillover strength is lower than this threshold,the retailer as an advertising investor can maintain a profit advantage,and the two-way spillover of advertising can achieve a win-win situation in which both advertising investors obtain the same improvement advantages.
作者
林敏
刘虹
LIN Min;LIU Hong(Fuzhou University,Fuzhou 350108,China)
出处
《电子科技大学学报（社科版）》
2020年第4期77-88,共12页
Journal of University of Electronic Science and Technology of China(Social Sciences Edition)
基金
国家社会科学基金资助项目(18BGL106).
关键词
广告溢出效应
低碳宣传广告
低碳信誉
advertising spillover effect
low-carbon promotional advertisement
low-carbon credit
