低碳环境下双渠道供应链线上线下广告策略的微分博弈分析

以一个由绿色制造商与零售商组成的双渠道供应链为研究对象,基于微分博弈分别比较分析集中式决策、采用竞争型广告策略的分散式决策与采用支持型广告策略的分散式决策模型下,双渠道供应链的最优均衡决策与最优利润.研究发现:集中式决策下的最优低碳水平、最优线上与线下广告水平均高于分散式决策,而产品最优销售价格可能高于、等于或低于分散式决策;分散式决策下,采用支持型广告策略的双渠道供应链的产品最优低碳水平、最优销售价格和最优线上广告投入水平与采用竞争型广告策略的双渠道供应链均衡策略一致;一定条件下,支持型广告策略使得分散式双渠道供应链得到Pareto改进,此时的最优线下广告投入水平优于竞争型广告策略下的最优线下广告投入水平.

Differential game analysis of online and offline advertising strategies in a dual channel supply chain under low-carbon background

Considering a dual channel supply chain based on differential game involving a green manufacturer and a retailer, the paper studies the optimal equilibrium strategies and profits in centralized supply chains, and decentralized supply chains with the competitive advertising strategy and the supportive advertising strategy respectively. The analytic results show that the optimal low-carbon level, optimal online and offline advertising level in the centralized model are higher than that in the decentralized model, while the optimal sale price maybe higher, equal or lower than the that in the decentralized model. In the decentralized model, the optimal low-carbon level, optimal sale price and optimal online advertising level of the dual-channel supply chain with the supportive advertising strategy are consistent in the optimal strategies of the dual-channel supply chain with the competitive advertising strategy. It also suggested that the supportive advertising strategy enables the dual channel supply chain to achieve Pareto improvement, while the optimal offline advertising level under the supportive advertising strategy is greater than that under the competitive advertising strategy on the mean time.