BOPS模式下供应链定价与广告决策

Pricing and advertising level decisions in a supply chain under BOPS mode

品牌制造商和线下零售商合作实施BOPS模式时进行广告宣传,考虑价格和广告宣传对渠道需求的影响,构建“品牌制造商广告模型”和“线下零售商广告模型”,分析两个模型的最优决策.研究表明:随着广告效应逐渐增大,BOPS价格、广告投放水平、传统线下渠道的价格和需求均递增.随着BOPS消费者比例增大,BOPS价格和需求始终递增,广告投放水平和线下零售价格在一定条件下递增.在广告投放主体选择策略上,当BOPS消费者比例较小,或BOPS消费者比例适中且广告溢出效应较小时,由线下零售商进行广告宣传可以提高广告投放水平,并使供应链系统获得更高的利润,反之,由品牌制造商投放广告是更优的选择.

Considering the impact of price and advertisements on channel demand,we establish two models when a brand manufacturer and an offline retailer cooperate to adopt BOPS mode and carry out advertising.We find that,with the increase of advertising effect,the BOPS price,the advertising level,and the offline retail price and demand all increase.With the increase of the proportion of BOPS consumers,the BOPS price and BOPS demand increase,the advertising level and the offline retail price increase under certain conditions.When the proportion of BOPS consumers is small,or the proportion of BOPS consumers is moderate and spillover effect is small,advertisements by the offline retailer can increase the advertising level and make the supply chain system a higher profit.Otherwise,advertisements by the brand manufacturer is better.