摘要
利用微分对策理论研究了零售商采用3种媒体广告宣传时的纵向合作广告问题,建立了合作广告的微分对策模型.运用最优控制理论分别求得了集中式和分散式决策下最优的广告投入、稳定的销售量和供应链利润以及分散式决策下最优的广告分担比例.通过比较分析发现,集中式决策下广告投入量、稳定销售量和供应链利润分别高于分散式决策下的相应值,并运用效用理论对系统增量利润进行了划分.最后,将模型扩展到多种广告媒体投入下的合作广告模型,发现零售商选择的广告媒体数量越多,零售商投入的广告、稳定的销售量以及制造商、零售商和供应链的最优利润都越多.
This paper studies the vertical cooperative advertising when the retailer advertises on three advertising media with differential game and the differential game models are developed. We obtain the optimal advertising, equilibrium sales and profits of supply chain in the integrated and decentralized decision models and the optimal advertising sharing rate is got in the decentralized model with optimal control theory. The results are compared and we find the optimal advertising of the retailer is higher in the integrated decision than in the decentralized decision. Furthermore, the incremental profit is divided between the retailer and the manufacturer with utility theory. At last, we extended the basic model to a cooperative advertising model with multiple advertising media.
出处
《管理科学学报》
CSSCI
北大核心
2010年第5期1-10,61,共11页
Journal of Management Sciences in China
基金
国家自然科学基金资助项目(70571088)
