摘要
对垂直广告合作进行了研究,发现常用的制造商广告费分担策略在需求量含随机因素下无法使渠道最优,在订货量最优时,广告费投入过大;在广告费投入最优时,订货量过小。基于此,提出了收益分享加广告费分担的联合契约,该契约可以使系统达到协调。最后用数例证明了结论的有效性。
Manufacturer＇s sharing the retailers＇ advertisement expenses was a common policy in vertical cooperative advertising. In this paper, however, it proves that the channel cannot be coordinated as demand contains uncertainty factors. When the order quantity is optimal, the advertising input is overmuch; when the advertising input is optimal, the order quantity is inadequate. A joint contract of revenue and advertisement expenses sharing is proposed and also can achieve the coordination of the supply chain. At last, the conclusion is approved to be effective by a numerical example.
出处
《工业工程与管理》
2007年第6期23-25,共3页
Industrial Engineering and Management
关键词
易逝品
广告补贴
订货策略
收益分享契约
perishable goods
advertising subsidy
order policy
revenue sharing contract
