供应链广告与定价联合决策模型研究

Research on Advertising and Pricing Models in Manufacturer-retailer Supply Chains

应用博弈论研究供应链中广告和定价的联合决策。研究了三种博弈模型:制造商领导的Stackelberg博弈模型、零售商领导的Stackelberg博弈模型以及合作博弈模型,得出了各种博弈模型下的均衡决策,并对三种博弈模型下的定价、广告和利润做了对比分析,得出结论:合作博弈模型中零售价格最低,广告投入最多,系统利润最大。研究了合作博弈的可行性,并运用效用理论对系统利润的增量进行了划分。

This paper uses a game theoretical model to study not only advertising but also pricing strategy. Three different models are discussed which are Stackelberg manufacturer, Stackelberg retailer and cooperative game. It identifies optimal advertising and pricing strategies for both firms analytically. Comparisons are then made about various outcomes. In the cooperative game case, both the manufacturer and the retailer reach the lowest retail price, the highest advertising expenditure and the highest profit level. Finally,the feasibility of.bargaining game is discussed and the increment profit is divided between the retailer and the manufacturer with utility theory.