合作广告下制造商与零售商联合利润分配分析

An Analysis of Bargaining Capability of the Manufacture and Retailer in Distribution of Joint Profit of Supply Chain in Co-op Advertising

从制造商和零售商合作广告这一背景出发,首先将Nash非合作与Pareto有效合作策略下供应链联合利润进行比较,得出制造商与零售商选择Pareto有效合作策略会比选择非合作策略时获得更多的联合利润;其次,在Pareto有效合作的基础上,运用讨价还价模型对供应链上的联合利润在制造商与零售商之间的分配问题进行了分析;最后,探讨了制造商和零售商各自的贴现率和破裂风险对制造商与零售商讨价还价力的影响。

Under the circumstance of the co-op advertising in a manufacture-retailer supply chain,the joint profit of the supply chain is compared in Nash noncooperation to that in Pareto efficient cooperation,which shows that a more joint profit can be obtained for manufacturer and retailer by choosing the Pareto efficient cooperation than the Nash noncooperation.Then,based on the Pareto efficient cooperation,the bargaining model is applied to discuss how to distribute the joint profit of supply chain between manufacturer and retailer.In the end,the influence of the discount rate and the risk of breakdown are discussed on bargaining capability of the manufacture and retailer.