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.

Advertising strategies for supply chain with lagged and memory effects

The problem for a class of advertising strategies in a supply chain is studied based on the impacts of the lagged and memory effects. The functional differential equation is developed to depict the impacts of lagged and memory effects on the evolution of product''s brand goodwill. By applying the differential game theory, the optimal advertising investment levels of manufacturers and retailers, advertising scheduling and the brand goodwill of products are obtained in the decentralized and centralized decisions. Also, the paper comparatively analyzes the optimal equilibrium strategies in the two decision systems. The results show that the centralized decision can simulate the advertising investment of supply chain members; meanwhile, the lagged effect and memory effect not only influence the determination of advertising timing schemes and advertising schedule policies, respectively, but also affect the choice of decision mechanism.