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基于二层供应链捆绑销售策略及垂直合作广告机制

浦徐进,赵媛媛,李栋栋

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文章导航> bob手机在线登陆学报（社会科学版）> 2016> (5): 83-90
浦徐进, 赵媛媛, 李栋栋. 基于二层供应链捆绑销售策略及垂直合作广告机制[J]. bob手机在线登陆学报（社会科学版）, 2016, (5): 83-90. doi: 10.15918/j.jbitss1009-3370.2016.0511
引用本文: 浦徐进, 赵媛媛, 李栋栋. 基于二层供应链捆绑销售策略及垂直合作广告机制[J]. bob手机在线登陆学报（社会科学版）, 2016, (5): 83-90.doi:10.15918/j.jbitss1009-3370.2016.0511
shu
PU Xujin, ZHAO Yuanyuan, LI Dongdong. Bundling Strategy and Cooperative Advertising Mechanism in a One-manufacturer One-retailer Supply Chain System[J]. Journal of Beijing Institute of Technology (Social Sciences Edition), 2016, (5): 83-90. doi: 10.15918/j.jbitss1009-3370.2016.0511
Citation: PU Xujin, ZHAO Yuanyuan, LI Dongdong. Bundling Strategy and Cooperative Advertising Mechanism in a One-manufacturer One-retailer Supply Chain System[J].Journal of Beijing Institute of Technology (Social Sciences Edition), 2016, (5): 83-90.doi:10.15918/j.jbitss1009-3370.2016.0511
shu

基于二层供应链捆绑销售策略及垂直合作广告机制

doi:10.15918/j.jbitss1009-3370.2016.0511
  • 1.

    江南大学 商学院, 江苏 无锡 214122

基金项目:

国家自然科学基金资助项目（71371086）;江南大学自主科研计划重点项目资助（JUSRP51416B）

Bundling Strategy and Cooperative Advertising Mechanism in a One-manufacturer One-retailer Supply Chain System

  • 1.

    School of Business, Jiangnan University, Wuxi Jiangsu 214122, China

  • 摘要:针对一条由生产互补品的制造商和出售互补品的零售商组成的二层供应链，通过构建双方的Stackelberg博弈模型，阐明零售商采用捆绑销售策略的适用条件，研究零售商采用捆绑销售策略后的最优广告投入，并进一步提出一个垂直合作广告机制来改善供应链的运作效率。研究结果表明：（1）当捆绑折扣价格敏感系数较大时，零售商应该选择捆绑销售策略来出售互补品。（2）在采用捆绑销售策略后，零售商继续进行广告促销能够提高双方的利润水平。（3）当双方实施垂直合作广告机制时，为了达到进一步改善供应链运作效率的目的，制造商不应该给予零售商过高的分摊比例。
    Abstract:In this paper,we consider a two-echelon supply chain with a dominated manufacturer who produces its complementary products and a retailer who sells these products as a follower. Firstly a Stackelberg game model is developed to clarify the suitable conditions when the retailer adopts bundling strategy,and then we examine the optimal advertising investment level after adopting the bundling strategy. Finally a vertical cooperative advertising mechanism can be designed to coordinate the whole supply chain. The results indicate that when the value of the bundling discount price sensitivity is larger,the retailer should adopt the bundling strategy to sell complementary products. After adopting the bundling strategy,the retailer can further improve the its own and the manufacturer's profit level by carrying out advertising promotions. When the manufacturer implements the mechanism of vertical cooperation advertising,in order to achieve the purpose of improving the efficiency of the supply chain,the proportion of the share given to the retailer should not be too high.
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  • 收稿日期:2015-12-28
  • 刊出日期:2016-09-28

基于二层供应链捆绑销售策略及垂直合作广告机制

doi:10.15918/j.jbitss1009-3370.2016.0511
  • 1. 江南大学 商学院, 江苏 无锡 214122
    • 基金项目:

    国家自然科学基金资助项目（71371086）;江南大学自主科研计划重点项目资助（JUSRP51416B）

  • 收稿日期:2015-12-28
  • 刊出日期:2016-09-28

摘要:针对一条由生产互补品的制造商和出售互补品的零售商组成的二层供应链，通过构建双方的Stackelberg博弈模型，阐明零售商采用捆绑销售策略的适用条件，研究零售商采用捆绑销售策略后的最优广告投入，并进一步提出一个垂直合作广告机制来改善供应链的运作效率。研究结果表明：（1）当捆绑折扣价格敏感系数较大时，零售商应该选择捆绑销售策略来出售互补品。（2）在采用捆绑销售策略后，零售商继续进行广告促销能够提高双方的利润水平。（3）当双方实施垂直合作广告机制时，为了达到进一步改善供应链运作效率的目的，制造商不应该给予零售商过高的分摊比例。

English Abstract

浦徐进, 赵媛媛, 李栋栋. 基于二层供应链捆绑销售策略及垂直合作广告机制[J]. bob手机在线登陆学报（社会科学版）, 2016, (5): 83-90. doi: 10.15918/j.jbitss1009-3370.2016.0511
引用本文: 浦徐进, 赵媛媛, 李栋栋. 基于二层供应链捆绑销售策略及垂直合作广告机制[J]. bob手机在线登陆学报（社会科学版）, 2016, (5): 83-90.doi:10.15918/j.jbitss1009-3370.2016.0511
shu
PU Xujin, ZHAO Yuanyuan, LI Dongdong. Bundling Strategy and Cooperative Advertising Mechanism in a One-manufacturer One-retailer Supply Chain System[J]. Journal of Beijing Institute of Technology (Social Sciences Edition), 2016, (5): 83-90. doi: 10.15918/j.jbitss1009-3370.2016.0511
Citation: PU Xujin, ZHAO Yuanyuan, LI Dongdong. Bundling Strategy and Cooperative Advertising Mechanism in a One-manufacturer One-retailer Supply Chain System[J].Journal of Beijing Institute of Technology (Social Sciences Edition), 2016, (5): 83-90.doi:10.15918/j.jbitss1009-3370.2016.0511
shu
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