考虑延时效应的供应链动态合作广告策略研究

Dynamic cooperative advertising strategies in a supply chain with lagged effect

广告的延时效应是供应链广告过程中的普遍现象,对供应链合作广告策略的制定具有重要影响.文章研究当产品品牌信誉受广告延时效应影响时供应链的合作广告策略问题,建立了含有时间延迟的品牌信誉动态模型和考虑品牌信誉的产品销售量模型.运用极大值原理,得到了制造商和零售商在分散式决策和集中式决策下的最优广告投入、品牌信誉和利润,以及分散式决策下制造商的最优合作广告参与率.研究发现:在集中式决策下制造商和零售商的最优广告投入和产品销售量均高于分散式决策下的相应值;延迟时间存在一个阈值,当延迟时间低于该阈值时,集中式决策下的供应链利润较高,反之则分散式决策下的供应链利润较高.研究结果为供应链合作广告策略的制定及供应链决策机制的选择提供了一定的参考.最后,通过数值算例分析了广告延迟时间对供应链最优广告策略及决策机制的影响.

The lagged effect is a common phenomenon in the process of supply chain advertising, which plays an important role in making cooperative advertising strategy of supply chains. This paper studies cooperative advertising strategy in a supply chain having lagged effect on the product＇ s brand goodwill and develops a dy- namic brand goodwill model with time-delay and a product sales model with brand goodwill. By applying the Maximum principle, the optimal advertising strategies of both the manufacturer and the retailer, the brand goodwill of product, and the entire supply chain profit are obtained in the decentralized and centralized deci- sions, respectively. Also, the optimal advertising cost sharing rate is given in the decentralized decision. The results indicate that the optimal advertising investment and the sales of products are higher in the centralized decision than in the decentralized decision, yet the entire supply chain profit is higher in the centralized deci- sion when the delay time is less than a given threshold value. The results also offer a reference for making ad- vertising strategy and choosing decision mechanism in a supply chain. Finally, numerical examples illustrate the impact of delay time on the optimal advertising strategy and decision mechanism.