纵向合作广告与定价问题的博弈

Game Analysis of the Vertical Cooperative Advertising and Pricing

基于单一厂商与单一零售商所组成的渠道结构,对合作广告费用开支与产品定价问题进行了研究。放宽了厂商和零售商边际利润为常量的假设,在模型中引入了价格这一决策变量。运用博弈论方法考察了Stackelberg主从博弈和协同合作博弈情形下厂商与零售商的最优广告及定价策略选择、厂商与零售商的最优利润及系统利润。通过对2种博弈均衡结果的比较,发现对渠道成员双方以及供应链系统甚至消费者而言,协同合作博弈结构要严格优于主从博弈结构。

Based on the marketing channel composed of a manufacturer and a retailer, this paper carries out a research into the problem of co-op advertising expenditures and product pricing. The assumption that the manufacturer＇ s or retailer＇ s margin profit is constant is relaxed, and a decision variable of price is introduced. With the game theory, we investigate the manufacturer＇ s and the retailer＇ s optimal advertising and pricing strategies, expected and system profit under the condition of the Stackelberg leader-follower game and coordinated cooperative game. Comparing the equilibrium outcomes in the two games, we find out that, for channel members and the supply chain system and even consumers, the coordinated game structure is more advanced than the leader-follower game structure.