有限产能下双渠道供应链的合作广告研究

Research on the Cooperative Advertising in Dual-channel Supply Chain under Capacity Constraints

考虑到制造商的生产能力在实际生产过程中的有限性,为了探究最大产能与最优广告决策之间的关系,分析如何通过广告充分发挥有限的产能,建立了一个制造商产能受限的双渠道供应链模型。基于博弈理论和优化理论,求解了产能受限下的最优广告决策,分析了广告效应、销售成本和产品价值等因素对于最优广告决策及相应市场需求量的影响。结果表明:当制造商和零售商的广告效应相对较低时,通过广告不能使企业产能得到充分发挥,最优广告决策对应的渠道需求小于最大产能;当产品价值相对较高时,最优广告决策能使企业的产能充分发挥;当企业的销售成本较低时,最优广告决策对应的渠道需求等于最大产能。因此,企业应尽可能提高广告效应,提升产品价值,降低销售成本,使其产能能够充分发挥。

Considering that the production capacity of the manufacturer is limited in the actual production process,a dual distribution channel supply chain with capacity constraints is constructed to explore the relationship between the maximum production capacity and the optimal advertising decision as well as to analyze how to make full use of the limited production capacity through advertising.Based on this setting,this paper explores the advertising cooperation under the capacity constraints.Game theory and optimization theory are employed to derive the equilibrium.Analyses of the impact of the advertising effect,sales cost and product value on the advertising decision and the market demand are conducted.The results show that when the advertising effect of manufacturers and retailers is relatively low,the capacity of the enterprise can not be fully utilized through advertising and the corresponding demand is less than the maximum capacity;when the product value is relatively high,the optimal advertising decision can make the enterprise′s capacity be fully used;when the sales cost of the enterprise is low,the demand due to advertising is equal to the maximum capacity in that case.Therefore,enterprises should try their best to improve the advertising effect,enhance the product value and reduce the cost of sales,so that the production capacity can be fully used when the enterprise advertise.