摘要
双渠道供应链上下游企业进行合作广告是一种非常重要的营销手段。目前大多数的研究关注于供应链成员完全理性决策,而未考虑公平因素带来的效用加成。因此,本文研究考虑零售商公平关切的双渠道供应链合作广告策略。研究发现,在双渠道供应链中考虑零售商公平关切因素,可以增加线下广告努力水平,但无法实现帕累托改进;相反地,在制造商盈利能力处于某些范围内,不考虑公平关切因素时供应链处于帕累托最优状态。
It is an important marketing tool that upstream and downstream firms implement cooperative advertising in dual channel supply chain. So far, most research assumes that decision maker is perfect rational, rather than considering the effect of fairness concerns. Therefore, this paper will focus on cooperative advertising with fairness concerns in dual channel supply chain. We find that with fairness concerns, retailer would like to increase offline promotion effort. However, it does not always increase profits of manufacturer and retailer, and thus it cannot reach Pareto improvement. On the contrary, the supply chain without fairness concerns accords with the Pareto optimum when profitability of manufacture is in the certain range.
出处
《上海管理科学》
2015年第2期70-72,共3页
Shanghai Management Science
基金
教育部高等学校博士学科点专项科研基金(基于精益思想的供应链复杂产品创新过程协调与绩效研究
20120032110035)
科技部创新方法工作专项(我国创新实验室构建模式研究与示范
2013IM030100)
关键词
双渠道供应链
公平关切
合作广告
supply chain management
dual channel
fairness concerns
cooperative advertising
