考虑权力结构与股权合作的低碳闭环供应链生产决策及协调

低碳时代传统制造业的成本构成以及盈利模式已被彻底颠覆,考虑再制造及碳减排的闭环供应链生产决策及协调优化值得关注.在3种渠道权力结构下,构建零售商持股制造商减排投资的闭环供应链决策模型,分析权力结构与股权合作对闭环供应链生产决策及企业利润的影响,探讨股权合作与两部定价契约的协调效果.研究发现,不同权力结构的闭环供应链需选择合适的持股比例,零售商主导下更高的持股比例产生更高的回收率、碳减排量及市场需求,而Nash博弈下则相反.有主导者的权力结构中,零售商持股比例的增加能够提高主导企业的利润;无主导者的权力结构中,企业利润的增减受持股比例与消费者低碳偏好的共同影响.无论何种权力结构,股权合作仅能实现闭环供应链的部分协调,通过两部定价契约可实现完美协调.     

动态背景下考虑顾客退货影响的供应链协调问题

在考虑店铺辅助服务降低顾客退货率的基础上,构建微分博弈模型并研究供应链的店铺辅助策略和供应链的协调问题.首先,利用微分对策理论,给出集中和分散两种决策模式下定价和店铺辅助的最优策略,并对两种决策模式下最优策略进行比较分析;然后,为了提升分散决策下供应链的利润,设计二部收费制契约,实现动态背景下供应链的协调;最后,通过数值算例分析店铺辅助努力和店铺辅助水平效率对供应链最优解及协调的影响.研究发现:集中决策下店铺辅助努力高于分散决策下的相应值,具有较高的店铺服务水平,但两种决策结构下的价格高低依赖于系统参数;契约的协调能力会随着店铺辅助努力或服务水平效率的增加而变强.     

Responses to an advergaming campaign on a mobile social networking site: An initial research report

Advergames are a form of branded entertainment that feature advertising messages, logos, and trade characters in a game format. This paper reports a preliminary examination on the effects of an advergame on perceived brand value in a context of mobile social networking sites (SNSs). Drawn upon categorization theory, the study posits that, while mobile SNS engagement stimulates electronic word-of-mouth (eWOM) intention among game players, perceived brand-game fit also drives eWOM intention, which in turn positively affects perceived brand value. Furthermore, perceived brand-game fit is contemplated to be a direct driver of perceived brand value. A research model is validated by a large-scale online survey. Using a real promotional campaign for a popular consumer good (Procter & Gamble’s Pringles), the authors create an advergame for one of the most popular mobile SNSs in Japan. The results from structural equation modeling corroborate all hypothesized relationships. This article closes with some theoretical and managerial implications, as well as recognition of important limitations.     

供应链动态合作广告策略

研究产品信誉受广告投入水平影响的供应链合作广告问题,建立具有广告投入水平抑制作用的产品信誉动态模型.通过哈密顿-雅可比-贝尔曼方程分别得到制造商和零售商在分散决策和集中决策下的最优广告策略以及在分散决策下制造商的最优合作广告参与率,比较发现,集中决策下制造商和零售商的最优广告投入水平高于分散决策下的相应值.设计了双边补贴策略来协调供应链.数值仿真实验验证了所得结论的正确性.     

Optimal dynamic advertising with an adverse exogenous effect on brand goodwill

We propose the model of a firm that advertises a product in a homogeneous market, where a constant exogenous interference is present. Using the framework of Nerlove and Arrow’s advertising model, we assume that the interference acts additively on goodwill production as a negative term. Hence, we allow that the goodwill may become negative and we associate a zero demand with negative goodwill values. We consider a piecewise linear demand function and formulate a nonsmooth optimal-control problem with an infinite horizon. We obtain that an optimal advertising policy exists and takes one of two forms: either a positive and constant advertising effort, or a decreasing effort starting from a positive level and eventually reaching the zero value at a finite exit time. In the former scenario, the demand is always positive and the firm stays in the market in the long run; in the latter, the demand becomes zero in the short run, and afterward, the firm goes out of business. In both cases we have an explicit representation of the optimal control, which is obtained through the study of an auxiliary smooth optimal-control problem. It is interesting that the fundamental choice between staying in the market and going out of business at some time depends both on the interference level and on the initial goodwill level.     

基于微分博弈的双渠道广告合作协调策略研究

研究在制造商开通网上和零售渠道的情形下, 供应链成员的广告合作和成本分担对双渠道协调的影响. 研究结果表明, 无论零售商的广告对品牌形象产生何种影响, 制造商分担零售商的部分广告费用均能使得双方的利润优于分散决策的情形, 但不能完全实现双渠道协调. 此外, 当零售商也分担制造商的部分广告费用时, 双方均可以实现完全的协调. 相比于零售商频繁促销产生负面影响的情形, 在不产生负面影响的情况下, 双方能够实现更多的价值.

     

On the coordination of dynamic marketing channels and two-part tariffs

An important result in a static marketing channel is that the manufacturer can reach the vertically integrated channel solution through the use of a two-part wholesale price. This means that the collectively optimal solution is achieved in a decentralized way, i.e., as an equilibrium. This paper investigates under which conditions this result remains valid in a static marketing channel where demand also depends on players’ advertising. Second, it shows that different results are reached when one considers a dynamic marketing channel.     

The effects of interactive brand placements in online games on children’s cognitive,affective, and conative brand responses

This study investigated how persuasive messages integrated in an online game affects children’s cognitive, affective, and conative responses to the brand, as well as their attitude toward the game itself. An experiment conducted among 2453 girls between the ages of 11 and 17 demonstrated that confrontation with interactive brand placement in the game resulted in more positive attitudes toward the game, higher top of mind awareness of the brand, more positive brand images, and more favorable behavioral intentions. In addition, consistent with persuasion literature and theories on child development, this study showed that there was a three-way interaction effect between exposure to the brand placement, age, and prior brand use for behavioral intentions. The youngest girls who had no prior experience with the brand were more strongly influenced by the brand placement than the oldest girls who had no prior brand experience.     

The Effects of Social Networking Sites on Consumer–Brand Relationships

In the era of a vastly changing marketing communications environment, social media and social networking sites (SNS) have become an attractive outlet for brand promotions and advertising. As traditional media such as television, radio, and newspapers prove ineffective in establishing a valuable rapport with consumers, it is social networks which are expected to build bonds and engage online users into an amusing dialog, play, and intercourse with brands. This study applies an experimental design to assess the effects of SNS on the relationship between brands and consumers. Customer-based brand equity is adopted in this study as a reflective measure of consumer–brand connection. In order to evaluate hypothesized interactions, the linear mixed effects models are used. The results show very little (if any) impact of SNS on brand equity. Relevant explanations are discussed and further research directions are indicated.     

Competition and evolution of linear and two-part tariff

The duopoly competition model presented in this paper tries to explain why a two-part tariff exists in the telecommunication industry. The investigation of competition and evolution between linear and two-part tariffs shows how the growth of the market and the sequence of action may affect equilibrium. The two pricing patterns are assumed to be virtual participants to constitute a tariff competition and evolution model, and by calculation, we can obtain metaphase equilibrium and evolution equilibrium. The conclusion shows that optimized Pareto equilibrium should be carried out by combining linear pricing and buffet pricing, this case being presented as a three-part tariff when many sub-markets coexist.     

公平关切下考虑企业社会责任的物流服务供应链协调

针对由单个物流服务集成商(LSI)和单个功能型物流服务提供商(FLSP)组成的物流服务供应链(LSSC),考虑LSI的企业社会责任(CSR)和FLSP的物流服务水平,研究LSI和FLSP的公平关切偏好在成本分担契约和成本分担-两部关税的组合契约下对LSSC最优决策、各成员利润和整体利润以及供应链协调性的影响.研究表明:公平关切偏好不影响LSSC在不同契约下的协调状态,但影响LSSC成员的利润;成本分担-两部关税的组合契约能实现LSI和FLSP的双赢.LSI在成本分担契约下应降低自己的公平关切偏好并与公平关切偏好程度较低的FLSP合作,在成本分担-两部关税的组合契约下应增加自身的公平关切偏好并与公平关切偏好较低的FLSP合作;FLSP在两种契约下都应该增加自身的公平关切偏好并与公平关切偏好较低的LSI合作.     

考虑延时效应和记忆效应的供应链广告策略

研究考虑延时效应和记忆效应的供应链广告策略问题,建立泛函微分方程以刻画广告延时和记忆双重效应对产品品牌信誉变化的影响,运用微分对策理论给出制造商和零售商在分散式决策和集中式决策下的最优广告投入水平、广告排期以及相应的产品品牌信誉,并对不同决策机制下供应链成员的均衡策略进行比较分析.研究表明:集中式决策能激励制造商和零售商的广告投入; 延时效应与记忆效应分别影响供应链成员广告时序策略与广告排期策略的制定,同时,还会影响供应链决策机制的选择.     

竞争环境下硬件平台的激励合同选择策略研究

讨论竞争环境下硬件平台的激励合同选择问题,旨在研究竞争环境下硬件平台的三部定价激励合同与传统接入费合同的表现,识别硬件平台激励合同竞争模式的动态演变过程,并对最终市场均衡进行分析.首先,建立硬件平台竞争博弈模型,研究两个平台均提供传统接入费合同、均提供三部定价合同以及分别提供三部定价合同和传统接入费合同这3种情况下的博弈均衡和绩效情况;然后,比较上述3种情况下硬件商和软件商的利润,分析三部定价激励合同与传统接入费合同的不同表现;最后,从硬件商和软件商同时实现帕累托改进的角度,识别竞争性硬件平台的激励合同博弈演化过程并分析最终博弈均衡.结果表明,硬件平台竞争博弈最终会收敛到两个硬件商均使用激励合同的纳什均衡,而这在某些情况下反而会使各平台陷入利润的囚徒困境.     

Search advertising placement strategy: Exploring the efficacy of the conventional wisdom

Search advertising is one of the most important forms of electronic commerce. While click-through rates are considered a key measure of search advertising effectiveness by search providers, brand attention can also be a valuable objective. Our paper reports on an experiment that investigated how search advertisement placement affected search users’ brand recall and recognition. The results showed that semantically associated search ads generated significantly higher levels of brand attention than contextually associated ones. Significant interaction effects were found among search ad position, keyword association, and search result quality. Implications for decision makers are discussed.     

Finding an optimal dynamic advertising policy

In this paper a solution is presented to an important marketing problem : the timing of advertising expenditure. Using a differential equation to model the relationship between the sales and advertising rates and using profit as a criterion, a synthesis of the optimal dynamic advertising policy as a function of the current sales level and length of the campaign is derived. In addition, using profit as a criterion, the profitability under an optimal dynamic advertising policy is compared with the profits obtained using an optimal static policy. It is shown that a significant increase in profits can result from employing the optimal dynamic policy.     

需求信息不对称下的双渠道供应链合作广告投资决策分析

研究制造商主导的Stackelberg 博弈下双渠道供应链的合作广告策略, 分析信息不对称及双渠道对供应链合作广告投资决策的影响. 研究表明, 零售商在具有需求信息优势时会谎报需求信息, 并且在一定条件下其谎报决策会降低制造商的利润, 但能提高供应链的利润, 这种情况下制造商无法通过激励合同促使零售商共享信息. 另外, 在最优合作广告策略下, 当直销渠道与分销渠道所占市场份额的分配比例小于一定值时, 制造商采取双渠道会使供应链参与者均受益.

     

Vertical pricing competition in supply chains: the effect of production experience and coordination

We consider a two‐echelon supply chain consisting of a single supplier (producer) and a retailer. The supplier determines the wholesale price with a production cost decreasing with experience. The retailer orders products from the supplier to meet demands. Negative effects of a vertical competition in static supply chain models are typically attributed to a double marginalization. Using an intertemporal supply chain problem, defined by a differential game, we show that in addition to the “cost” of double marginalization, the margin gained from reducing production costs affects the supply chain performance as well. In our analysis, performance is shown to deteriorate even more than the deterioration observed in static problems with no learning (experience). To improve the performance, we provide a time‐variant version to the well‐known, pure, two‐part tariff strategy, which in its dynamic framework may coordinate the supply chain only partially. Efficient coordination in a supply chain is shown to be possible if a mixed two‐part tariff strategy is employed, however.     

Downstream horizontal integration and multiunit dealership

In this paper, a game theoretical model featuring a manufacturer and two dealers has been proposed to investigate the belief that horizontal integration in an established network and granting of regional multiunit dealership in a growing network improve the manufacturer's profit. Some of the main results are as follows: (1) the manufacturer and dealers are mutually better off when integration and multiunit dealership lead to an increase in consumer demand through higher prices and better investments in services and national advertising, (2) downstream integration and multiunit dealership harm the manufacturer's profit when the integrated dealer aims to free‐ride the manufacturer's brand or local service has no impact on consumer demand, (3) under certain conditions, both the manufacturer and dealers prefer downstream competition to integration regardless of whether it increases or reduces retail prices. Finally, mechanisms to implement horizontally integrated strategies in an established dealer network made of multiple single‐unit dealers such as the use of resale price maintenance (RPM), exclusive territory agreement, and dealer cuts are discussed.     

Falling in love with online games: The uses and gratifications perspective

Playing online games is experience-oriented but few studies have explored the user’s initial (trial) reaction to game playing and how this further influences a player’s behavior. Drawing upon the Uses and Gratifications theory, we investigated players’ multiple gratifications for playing (i.e. achievement, enjoyment and social interaction) and their experience with the service mechanisms offered after they had played an online game. This study explores the important antecedents of players’ proactive “stickiness” to a specific online game and examines the relationships among these antecedents. The results show that both the gratifications and service mechanisms significantly affect a player’s continued motivation to play, which is crucial to a player’s proactive stickiness to an online game.