摘要
定价和促销是新产品推出阶段的两个重要决策。有些产品可能在价格还未确定之前就已经在市场上进行促销宣传,而有些产品在完全上市价格确定之后才进行宣传促销。本文考虑由一个生产商和一个销售商构成的供应链,产品的需求受到价格和促销努力的影响,生产商决定产品的价格,销售商进行促销。我们考虑下列三种决策顺序:先定价后促销,先促销后定价,同时定价和促销。我们证明,促销成本分摊和收益共享结合的契约在三种情形下都能协调该供应链。本文进一步还分析了三种决策顺序对生产商、销售商和供应链的影响。结果表明:同时定价和促销的情形对生产商、销售商以及供应链最不利;对于生产商和销售商来说,先决策时具有主动权,能获得更高的利润,但是当需求对价格比较敏感以及促销成本较高时,后决策反而能获得更多的利润。最后,通过数值实验研究了参数对最优决策和供应链利润的影响。
Pricing and promotion are two important issues for the successful launch of new products.Some products have already been promoted before pricing,while other products are promoted after their prices are determined.The sequence of decisions on pricing and promoting may be different in different supply chain.A supply chain consisting of a manufacturer and a retailer with demand depending on the price and the effort,in which the manufacturer sets the price and the retailer determines the effort of promotion is considered.Three decision sequences:(i)pricing first,(ii)promoting first,(iii)pricing and promoting simultaneously are studied in the paper.A contract,which combines revenue sharing and promotion cost sharing,to coordinate the supply chain is proposed.Moreover,game theoretic models,Stackelberg game and Nash equilibrium,are developed to demonstrate the effects of the three decision sequences on the manufacturer,the retailer and the supply chain.The results show that pricing and promoting simultaneously is the worst case for supply chain.Besides,for manufacturer and retailer,deciding first has more initiative and could get more profit,but when demand elasticity and promotion cost are high,deciding later could help to get more profit.Finally,numerical experiments are presented to give some sensitivity analysis.From the sensitivity analysis results,it's found that with the increase of revenue sharing ratio,the manufacture's profit is increasing while the profit of retailer is decreasing.A rise in price sensitivity of demand and promotion cost coefficient will diminish the manufacture and retailer's profit.The main contribution of the paper is that three decision sequences are considered and the supply chain profit among these three decisions sequences is compared.In addition,a contract which can coordinate the supply chain in all the three decision situations,which are not considered in previous research is designed.
出处
《中国管理科学》
CSSCI
北大核心
2016年第2期134-143,共10页
Chinese Journal of Management Science
基金
国家自然科学基金资助项目(71390334
71132008)
教育部新世纪优秀人才支持计划(NCET-13-0660)
国家社科基金重大项目(15ZDA022)
关键词
新产品
供应链协调
定价
促销
NASH均衡
new product
supply chain coordination
pricing
promotion
Nash equilibrium
