考虑价格粘性与合作广告的动态供应链研究

Research on Dynamic Supply Chain Considering Price Stickiness and Cooperative Advertisement

构建由一个供应商和一个零售商组成的供应链模型,求解Stackelberg微分博弈并研究价格粘性和合作广告对供应链成员决策的影响。供应商作为主者决定批发价格;零售商作为从者决定订购数量和广告努力水平。零售价格具备一定粘性,其变动不仅取决于当前的订购数量和广告努力水平,还受到历史价格的影响。供应商与零售商之间存在合作广告机制,供应商分担一定比例的广告成本。结果表明,当供应商分担的广告成本比例过大时反而会对零售商的广告努力产生消极影响。

A supply chain model consisting of a supplier and a retailer was built to solve Stackelberg differential game and study the influence of price stickiness and cooperative advertising on supply chain members＇ decision making.The supplier as the owner decided the wholesale price; the retailer decided the ordering quantity and the ad- vertising effort level as a follower.Retail price had certain stickiness;its change depended not only on the current or- der quantity and advertising efforts, but also by the historical price.Cooperative advertising mechanism existed be- tween suppliers and retailers, suppliers shared a certain proportion of advertising costs.On this basis, some interest- ing conclusions were obtained.For example, when the proportion of advertising costs shared by suppliers was too large,it would have a negative impact on the retailer＇s advertising efforts.