考虑全渠道广告营销存在消费者搭便车现象,本文基于线上与线下零售商合作提供BOPS(Buy Online and Pick up in Sore)服务的全渠道零售系统,探讨存在消费者搭便车行为影响的全渠道广告投放与协调问题。通过对比分散决策下的最优广告与定...考虑全渠道广告营销存在消费者搭便车现象,本文基于线上与线下零售商合作提供BOPS(Buy Online and Pick up in Sore)服务的全渠道零售系统,探讨存在消费者搭便车行为影响的全渠道广告投放与协调问题。通过对比分散决策下的最优广告与定价策略,以集中决策下的最优广告与价格策略为基准,提出了基于BOPS的全渠道两部收益协调决策模型,并对模型进行数值算例。研究发现:(1)集中决策下,当消费者对线上渠道偏好较大(较小)时,随着消费者搭便车比例的增加,全渠道应提高(降低)线上与线下产品价格,并加大(降低)线下广告的投放力度;(2)集中决策下全渠道总利润高于分散决策的全渠道利润之和,分散决策模式并不能实现全渠道利润协调;(3)通过两部收益协调机制可实现线上、线下零售商的利润均高于分散决策时的利润,并能使全渠道总利润达到集中决策的利润水平,实现双赢的效果。研究结果可为存在搭便车行为影响的全渠道零售商广告及协调决策提供了理论指导建议。展开更多
Assuming that the realized demand is determined by the inventory level,a two-part revenue sharing contract of one supplier and one retailer is analyzed under the circumstance of demand disruption(the disruption cost o...Assuming that the realized demand is determined by the inventory level,a two-part revenue sharing contract of one supplier and one retailer is analyzed under the circumstance of demand disruption(the disruption cost occurs at the supplier).Based on the centralized optimization,the profits of the two members are maximized in sequential optimization though a two-part revenue-sharing contract.The result shows that when the demand disruption occurs,if the degree of disruption is within some range,the ordering and manufacturing plans need not be changed,while only the revenue sharing fraction for the retailer should be diminished;if not,both the plan and the revenue sharing fraction should be changed for the possible coordination of the supply chain.Finally,numerical illustrations of the contract for various scenarios are given.展开更多
文摘考虑全渠道广告营销存在消费者搭便车现象,本文基于线上与线下零售商合作提供BOPS(Buy Online and Pick up in Sore)服务的全渠道零售系统,探讨存在消费者搭便车行为影响的全渠道广告投放与协调问题。通过对比分散决策下的最优广告与定价策略,以集中决策下的最优广告与价格策略为基准,提出了基于BOPS的全渠道两部收益协调决策模型,并对模型进行数值算例。研究发现:(1)集中决策下,当消费者对线上渠道偏好较大(较小)时,随着消费者搭便车比例的增加,全渠道应提高(降低)线上与线下产品价格,并加大(降低)线下广告的投放力度;(2)集中决策下全渠道总利润高于分散决策的全渠道利润之和,分散决策模式并不能实现全渠道利润协调;(3)通过两部收益协调机制可实现线上、线下零售商的利润均高于分散决策时的利润,并能使全渠道总利润达到集中决策的利润水平,实现双赢的效果。研究结果可为存在搭便车行为影响的全渠道零售商广告及协调决策提供了理论指导建议。
基金The National Key Technology R&D Program of China during the 11th Five-Year Plan Period(No.2006BAH02A06)
文摘Assuming that the realized demand is determined by the inventory level,a two-part revenue sharing contract of one supplier and one retailer is analyzed under the circumstance of demand disruption(the disruption cost occurs at the supplier).Based on the centralized optimization,the profits of the two members are maximized in sequential optimization though a two-part revenue-sharing contract.The result shows that when the demand disruption occurs,if the degree of disruption is within some range,the ordering and manufacturing plans need not be changed,while only the revenue sharing fraction for the retailer should be diminished;if not,both the plan and the revenue sharing fraction should be changed for the possible coordination of the supply chain.Finally,numerical illustrations of the contract for various scenarios are given.
