溢出效应和网络贴合度扰动下的二级供应链网络广告投放策略分析

为研究溢出效应和网络贴合度扰动下,二级供应链的网络广告投放策略问题,以强势制造商和两个网络零售商组成的二级供应链为研究对象,考虑产品的网络贴合度和网络广告计费特征,构建基于溢出效应的期望需求模型,通过博弈论方法给出了完全不合作、合作、半合作、战略联盟等4种模式下的均衡解,并对以上4种均衡结果进行比较分析。研究结果表明:无论在何种模式下,制造商批发价格与产品的网络贴合度成反比;固定位网络广告投资额和网络广告投资总额与产品的网络贴合度成正比,固定位网络广告投资额与溢出效应成反比;合作状态下的利润总额通常情况下较低;当产品的网络贴合度超过一定阈值范围时,采用战略联盟使得供应链成员利润最大化。

Analysis of online advertising strategy of two-stage supply chain disturbed by spillover effect and product web-fit

To devise online advertising strategies of a two-level supply chain influenced by spillover effect and product Web-fit,by taking a two-stage supply chain of one strong manufacturer and two online retailers as the objective,an expected demand model based on spillover effect was constructed,which had considered the features of product Web-fit and online advertising pricing.The equilibrium solutions under four conditions of non-cooperation,cooperation,half-cooperation,and strategic alliance were obtained with game theory,and four equilibrium results were compared.The research showed that under any condition,the wholesale price of the manufacturer was inversely proportional to the product web-fit;the fixed position online advertising investment was directly proportional to the product Web-fit and inversely proportional to the spillover effect,and the total amount of online advertising investment was directly proportional to the product Web-fit.The total profit under the condition of cooperation was usually low and the profit of supply chain members could be maximized by adopting strategic alliance when the product Web-fit exceeded a certain threshold.