闭环供应链广告协调机制研究

为了研究闭环供应链中零售商回收与制造商回收时两种情形下价格决策与广告协调策略，在广告既能影响市场需求又能影响回收率的条件下，运用博弈论分别建立制造商回收与零售商回收时的广告分摊协调策略数学模型，结果表明制造商回收模式有利于零售商，零售商回收模式有利于制造商。零售商所分摊的广告费用比例在制造回收时小。制造商回收时零售商所分摊的广告费用比例与广告回收效率因子负相关，与广告营销效率因子正相关。零售商将回收时零售商所分摊的广告费用比例与回收效率因子、营销效率因子无关。最后通过仿真证明了相关结论。本文的研究为闭环供应链在不同回收模式下广告回收效率与营销效率的变化时提供相应的协调策略。

A Research on Advertising Coordination Mechanism of Closed-loop Supply Chain

In order to study price decision and advertising coordinate strategy, the closed-loop supply chains are divided into two cases including the retailer recycling and manufacturer recycling. With the impact of advertising for market demand and recycling, by using the game theory, two mathematical models are established. The results show that the manufacture recycling mode is conducive to the retailer, and retailer recycling mode helps the manufacturer. Compared with retailer recovery, the share proportion of advertising costs of the retailer is smaller than from manufacturer recovery. The retailer advertising share proportion of manufacturer recovery is negatively correlated with the advertising recovery efficiency factor, and positively correlated with the advertising and marketing efficiency factor. The retailer advertising share proportion of retailer recovery has nothing to do with the cost of advertising marketing efficiency factor, and recovery efficiency factor. At last the related conclusion is proved through simulation. This research provides coordination strategies under different recycling modes with closed loop supply chain advertising marketing and recovery efficiency varying.