本文選題：供應(yīng)鏈管理 + 合作廣告　； 參考：《中國科學(xué)技術(shù)大學(xué)》2014年博士論文

【摘要】：20世紀(jì)90年代以來,隨著各個行業(yè)供應(yīng)鏈的迅速發(fā)展,供應(yīng)鏈網(wǎng)絡(luò)中企業(yè)間的聯(lián)系越來越廣泛。作為供應(yīng)鏈合作的一種特殊方式,合作廣告是指上游制造商為刺激下游零售商在廣告方面的積極性,適度承擔(dān)其廣告成本,以期實(shí)現(xiàn)供應(yīng)鏈上下游企業(yè)共贏。 本文以供應(yīng)鏈合作廣告實(shí)踐為基礎(chǔ),利用微分博弈理論分析了在供應(yīng)鏈中發(fā)揮不同角色企業(yè)間的合作廣告決策。首先,本文第三章關(guān)注了傳統(tǒng)合作廣告問題中制造商廣告補(bǔ)貼上限問題。通過一個三階段的決策結(jié)構(gòu),各成員制定了均衡廣告決策。本文著重分析了制造商廣告補(bǔ)貼累積率(accrual rate)對供應(yīng)鏈各成員合作廣告決策及利潤的影響。其次,本文第四章將消費(fèi)者心理因素考慮進(jìn)了垂直供應(yīng)鏈中企業(yè)合作廣告決策,研究了參考價格效應(yīng)對制造商和零售商廣告決策和補(bǔ)貼決策的影響。在以上兩個傳統(tǒng)合作廣告問題的擴(kuò)展研究之后,本文第五章和第六章突破了垂直供應(yīng)鏈下制造商和零售商的合作廣告研究框架,分別從縱向和橫向兩個角度對研究框架進(jìn)行了擴(kuò)展。其中,第五章在要素品牌戰(zhàn)略的背景下研究了要素/零部件供應(yīng)商與產(chǎn)成品制造商之間的合作廣告策略。供應(yīng)商分?jǐn)傊圃焐桃徊糠謴V告成本,而制造商將供應(yīng)商品牌元素融入自身品牌廣告中。本章著重探討了供應(yīng)商提供合作廣告的條件并在存在兩個互補(bǔ)供應(yīng)商的情形下,研究了供應(yīng)商品牌合作模式對供應(yīng)商廣告補(bǔ)貼政策的影響。第六章關(guān)注了橫向供應(yīng)鏈成員廣告合作問題,分析了兩個橫向企業(yè)的兩種廣告合作模式。本章在每種模式下研究了各企業(yè)最優(yōu)的廣告投入決策并對不同合作模式進(jìn)行了比較分析。 本文的創(chuàng)新與貢獻(xiàn)如下：(1)取材于合作廣告實(shí)踐,豐富了合作廣告研究背景,為眾多實(shí)踐問題構(gòu)建了模型并得到了解析解,為合作廣告問題的理論研究做出了貢獻(xiàn)。(2)首次通過構(gòu)建數(shù)學(xué)模型描述了如果制造商存在補(bǔ)貼上限,合作廣告問題中各企業(yè)的決策變化和利潤變化。(3)首先將消費(fèi)者心理因素考慮進(jìn)合作廣告研究,通過分析性模型研究了消費(fèi)者參考價格與合作廣告決策之間的相互作用。(4)對合作廣告問題傳統(tǒng)研究框架進(jìn)行了擴(kuò)展,研究了合作廣告發(fā)生在其他供應(yīng)鏈角色之間的情形,包括垂直供應(yīng)鏈中的材料供應(yīng)商和產(chǎn)成品生產(chǎn)商之間及橫向供應(yīng)鏈企業(yè)間的合作廣告問題。
[Abstract]:Since 1990s, with the rapid development of supply chain in various industries, the relationship between enterprises in supply chain network is more and more extensive. As a special way of supply chain cooperation, cooperative advertising refers to upstream manufacturers to stimulate the downstream retailers in advertising enthusiasm, appropriate to bear its advertising costs, in order to achieve a win-win upstream and downstream supply chain enterprises. Based on the practice of cooperative advertising in the supply chain, this paper analyzes the cooperative advertising decision among enterprises playing different roles in the supply chain by using the differential game theory. Firstly, the third chapter focuses on the ceiling of manufacturer's advertising subsidy in the traditional cooperative advertising problem. Through a three-stage decision-making structure, each member makes a balanced advertising decision. This paper focuses on the analysis of the effect of the cumulative rate of manufacturer's advertising subsidy on the cooperative advertising decision and profit of each member of the supply chain. Secondly, in the fourth chapter, the consumer psychological factors are taken into account in the enterprise cooperative advertising decision in the vertical supply chain, and the influence of reference price effect on the advertising decision and subsidy decision of manufacturer and retailer is studied. After the expansion of the above two traditional cooperative advertising problems, the fifth and sixth chapters break through the cooperative advertising research framework of manufacturers and retailers under the vertical supply chain. The research framework is expanded from the vertical and horizontal angles respectively. The fifth chapter studies the cooperative advertising strategy between factor / parts supplier and finished product manufacturer under the background of factor brand strategy. Suppliers share part of the advertising costs of manufacturers, and manufacturers incorporate supplier brand elements into their own brand advertising. This chapter focuses on the conditions for suppliers to provide cooperative advertising. In the presence of two complementary suppliers, the impact of supplier brand cooperation on supplier advertising subsidy policy is studied. The sixth chapter focuses on the problem of advertising cooperation among the members of horizontal supply chain, and analyzes the two advertising cooperation modes of two horizontal enterprises. In this chapter, the optimal advertising investment decision of each enterprise is studied in each model, and the different cooperation modes are compared and analyzed. The innovation and contribution of this paper are as follows: (1) based on cooperative advertising practice, it enriches the background of cooperative advertising research, builds models for many practical problems and obtains analytical solutions. Contribution to the theoretical study of Cooperative Advertising problem.) for the first time, a mathematical model is constructed to describe the existence of a subsidy cap for manufacturers. In the problem of cooperative advertising, the decision changes and profit changes of each enterprise are taken into account in the study of cooperative advertising, first of all, the psychological factors of consumers are taken into account in the study of cooperative advertising. Based on the analytical model, this paper studies the interaction between consumer reference price and cooperative advertising decision. It extends the traditional research framework of cooperative advertising, and studies the situation of cooperative advertising in other supply chain roles. Including the vertical supply chain between material suppliers and finished product manufacturers and horizontal supply chain enterprises cooperation advertising problem.
【學(xué)位授予單位】：中國科學(xué)技術(shù)大學(xué)
【學(xué)位級別】：博士
【學(xué)位授予年份】：2014
【分類號】：F274;F713.8

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