考虑零售商公平关切的双渠道供应链合作广告决策分析

Analysis of Cooperative Advertising Strategy in a Dual-channel Supply Chain with a Fairness Concern of the Retailer

针对零售商公平中性和公平关切两种情形,分析了制造商主导的Stackelberg博弈下零售商公平关切对双渠道供应链合作广告决策的影响。研究结果表明:当制造商考虑零售商公平关切时,零售商广告投入水平与其公平关切程度正相关,且总是高于零售商公平中性下的广告投入水平;而制造商广告成本分担率随着零售商公平关切程度的增大先增大后减小。此外,对零售商公平关切程度以及广告投入水平对制造商网上直销渠道需求的影响比例对零售商、制造商和供应链系统利润的影响进行了数值仿真。

Considering two different scenarios of retailer with or without fairness concern, the influence of fairness concern of the retailer on cooperative advertising strategies in a dual-channel supply chain were investigated based on Stackelberg game where the manufacturer is the leader. It shows that the retailer＇s advertising investment level is positively related to its fairness concern when the manufacturer considers the retailer＇s fairness concerns, which is always higher than that in the scenario of retailer without fairness concern. However,the manufacturer＇s advertising cost sharing rate increases first and then decreases with the retailer＇s fairness concern.In addition, the numerical simulations are conducted on the effects of both retailer＇s fairness concern and the influence proportion of retailer＇s advertising level on manufacturer＇s online direct channel demand on the profits of the retailer,manufacturer and the entire supply chain system.