两层供应链系统最优广告努力水平与直接价格折扣的博弈分析

A Game Analysis of Optimal Advertising Efforts and Direct Price Discount Strategy for the Two-level Supply Chain

在两层供应链中,考虑需求受广告努力水平和制造商提供的直接价格折扣的联合影响,建立供应链成员的合作广告努力水平与价格折扣策略模型,通过比较Nash均衡模型、制造商主导的Stackelberg博弈模型、零售商主导的Stackelberg博弈模型和合作博弈模型,得到不同情形下制造商与零售商的最优广告努力水平与制造商提供给消费者的最优价格折扣策略。结果表明,仅当商品价格弹性满足一定水平时,制造商才可能给予消费者一定的价格折扣;价格弹性越大,制造商可给与的直接价格折扣就越大,且消费者在合作博弈下可以得到更实惠的价格。当制造商给予消费者最优直接价格折扣时,制造商和零售商的广告努力积极性与价格弹性正相关。此外,制造商和零售商的广告成本存在比例关系,一方可以通过自身广告成本投入来估算另一方的广告成本。最后,运用帕累托改进对合作博弈下供应链系统的最大利润进行充分协调,以实现供应链参与双方和消费者的"三赢"局面。上述结论对供应链参与方合作模式的选择、最优广告努力水平与直接价格折扣策略的制定具有指导意义。

When the market demand is sensitive to sales price and the advertising efforts,both manufacturer and retailer in a supply chain must make decisions on their advertising effort levels and price discount.Based on the new demand function which is simultaneously affected by advertising efforts and direct price discount offered by the manufacturer to consumers,the optimal advertising efforts strategy of the supply chain and direct price discount of the manufacturer are mainly discussed by comparing four game models,which are Nash Equilibrium,Stackelberg game model in which the manufacturer is leader,Stackelberg game model in which the retailer is leader and cooperative game.The study finds that only when price elasticity meets a certain level,the manufacturer is willing to offer direct discount to consumers.Besides,the greater the price elasticity is,the more discount will be given and consumers can get the maximum discount in cooperative model.Once the manufacturer gives consumers the optimal price discount,the advertising efforts of both the manufacturer and the retailer are found to be positively correlated with the price elasticity.In addition,there is a certain proportion between their advertising costs.One player can estimate the other's cost of advertisement in accordance with its own advertising cost.In comparison of the optimal strategies in above four models,the results reveal that the advertising efforts by both manufacturer and retailer in cooperative model,as well as price discount the manufacturer providing to the consumers,are greater than those in the other models;thus,the maximal profit of a supply chain can be obtained using cooperative strategy.Finally,Pareto improvement is used to coordinate the cooperative game model to realize the multi-wins situation of both players of supply chain and consumers.All findings above can guide players to make optimal selection of cooperative models,advertising efforts strategy and price discount strategy.