【摘要】：隨著網(wǎng)絡(luò)的發(fā)展,直銷型閉環(huán)供應(yīng)鏈逐漸形成,并且以其特有的優(yōu)勢被越來越多的企業(yè)所關(guān)注,文章對這種直銷型閉環(huán)供應(yīng)鏈的廣告協(xié)調(diào)機(jī)制進(jìn)行研究。首先,文章計算出四種不同運(yùn)作模式的最優(yōu)廣告策略和定價策略;然后,結(jié)合數(shù)值分析,研究不同運(yùn)作模式下廣告策略和定價策略的關(guān)系;最后,設(shè)計相應(yīng)的協(xié)調(diào)機(jī)制。研究表明:在這四種運(yùn)作模式中,"合作決策廣告模式"優(yōu)于"制造商分擔(dān)成本的分散決策廣告模式"優(yōu)于"制造商不分擔(dān)成本的分散決策廣告模式"優(yōu)于"無廣告投入的分散決策模式"。這四種決策模式的變化依賴于閉環(huán)供應(yīng)鏈成員的合作程度。只有當(dāng)制造商和回收商結(jié)成戰(zhàn)略合作伙伴關(guān)系時,雙方才會采用"合作決策廣告模式",共同增加閉環(huán)供應(yīng)鏈渠道的利潤,進(jìn)而實(shí)現(xiàn)雙贏。在實(shí)踐中,雙方大多采取"制造商不分擔(dān)成本的分散決策廣告模式"和"制造商分擔(dān)成本的分散決策廣告模式",此時,通過有效的協(xié)調(diào)機(jī)制,可以實(shí)現(xiàn)"分散決策廣告模式"和"合作決策廣告模式"的協(xié)調(diào)。
[Abstract]:With the development of network, direct selling closed-loop supply chain is gradually formed, and more enterprises pay attention to it because of its unique advantages. This paper studies the advertising coordination mechanism of this kind of direct-selling closed-loop supply chain. First of all, the paper calculates the optimal advertising strategy and pricing strategy of four different operation modes; then, combined with numerical analysis, studies the relationship between advertising strategy and pricing strategy under different operation modes; finally, designs the corresponding coordination mechanism. The study shows that among the four modes of operation, "Cooperative decision advertising mode" is superior to "manufacturer cost sharing decentralized decision advertising mode" is superior to "manufacturer does not share cost decentralized decision advertising mode" is superior to "decentralized decision mode without advertising input". The change of these four decision-making modes depends on the cooperation degree of the members of the closed-loop supply chain. Only when manufacturers and recyclers form a strategic partnership, the two sides will adopt the "cooperative decision advertising model" to jointly increase the profits of closed-loop supply chain channels, so as to achieve a win-win situation. In practice, most of the two sides adopt "decentralized decision-making advertising model in which manufacturers do not share costs" and "decentralized decision-making advertising model in which manufacturers share costs". At this time, through an effective coordination mechanism, The coordination of decentralized decision advertising mode and cooperative decision advertising mode can be realized.
【作者單位】： 山東財經(jīng)大學(xué)管理科學(xué)與工程學(xué)院;
【基金】：國家自然科學(xué)基金資助項目(71173079) 國家社會科學(xué)基金資助項目(12CGL024) 山東省優(yōu)秀中青年科學(xué)家科研獎勵基金資助項目(BS2012SF009) 山東省社會科學(xué)規(guī)劃研究資助項目(11CJJJ15) 濟(jì)南青年科技明星計劃資助項目(20120118)
【分類號】：F713.8;F713.32

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