摘要
利用随机微分理论研究了溢出效应扰动下二级供应链中的网络广告动态投放问题,建立了一个扩展的V-W模型。运用Hamilton-Jacobi-Bellman函数分别求得分散决策和战略联盟下均衡的网络广告投放额、市场份额的期望值和方差、市场份额的概率分布函数,以及分散决策下制造商所需承担的网络广告分摊比例,并对这两种博弈进行比较。结果表明:固定位网络广告投资额与溢出效应和衰减因子成反比,网络广告投资总额与衰减因子成反比;将网络广告的投放额控制在一定的阈值范围内,二级供应链具有一致渐进稳定的市场份额概率分布函数;合作状态下的广告投放额通常情况下较高,其利润总额较低;谈判能力较强的制造商将会承担更多因合作带来的损失。
The problem of dynamic delivery of online advertising in two-level supply chain under the disturbance of spillover effect was studied by using stochastic differential theory,and an extended V-W model was established. The Hamilton-Jacobi-Bellman function was used to obtain the probability distribution function of the equilibrium online advertising volume,the expected value and variance of market share,and the probability distribution function of market share under decentralized decision-making and strategic alliance,respectively,and the proportion of online advertising allocation borne by manufacturers under decentralized decision-making.The results show that:the amount of fixed location network advertising investment is inversely proportional to spillover effect and attenuation factor,and the total amount of online advertising investment are inversely proportional to attenuation factor;the amount of online advertising is controlled within a certain threshold,and the secondary supply chain has a uniformly asymptotically stable market share probability distribution function;under the condition of cooperation,the amount of advertising is usually higher,and the total profit is lower;it is found that manufacturers with stronger negotiation ability will bear more losses caused by cooperation.
作者
周慧妮
吴鹏
王筱纶
宋姜
ZHOU Huini;WU Peng;WANG Xiaolun;SONG Jiang(School of Economics and Management,Nanjing University of Science and Technology,Nanjing 210094,China)
出处
《工业工程与管理》
CSSCI
北大核心
2020年第6期59-70,共12页
Industrial Engineering and Management
基金
国家自然科学基金项目(71774084)
国家自然科学基金青年项目(71802108)。
关键词
网络广告
溢出效应
微分博弈
V-W模型
online advertising
spillover effect
differential game
V-W model
