考虑延时效应的供应链动态合作广告策略研究

广告的延时效应是供应链广告过程中的普遍现象,对供应链合作广告策略的制定具有重要影响.文章研究当产品品牌信誉受广告延时效应影响时供应链的合作广告策略问题,建立了含有时间延迟的品牌信誉动态模型和考虑品牌信誉的产品销售量模型.运用极大值原理,得到了制造商和零售商在分散式决策和集中式决策下的最优广告投入、品牌信誉和利润,以及分散式决策下制造商的最优合作广告参与率.研究发现:在集中式决策下制造商和零售商的最优广告投入和产品销售量均高于分散式决策下的相应值;延迟时间存在一个阈值,当延迟时间低于该阈值时,集中式决策下的供应链利润较高,反之则分散式决策下的供应链利润较高.研究结果为供应链合作广告策略的制定及供应链决策机制的选择提供了一定的参考.最后,通过数值算例分析了广告延迟时间对供应链最优广告策略及决策机制的影响.     

具广告效应的闭环供应链协调性能研究

构建了一个具广告效应的闭环供应链博弈模型,研究广告效应对闭环供应链节点企业决策,以及闭环供应链协调性能的影响。首先,在集中决策、分散决策和广告合作决策三种决策模式下,分别探讨了节点企业的广告投入量、回收率和广告分担率决策,然后,分析了广告效应对各决策变量和利润的影响,最后,运用数值方法,从渠道效率和制造商/零售商收益分配比两方面考察了广告合作对闭环供应链的协调性能。主要结论为:1)广告合作可以增加广告投入量、回收率和节点企业的利润,从而实现闭环供应链的协调;2)节点企业的最优广告投入量、广告分担率、回收率和利润均与广告效应正相关;3)广告合作策略极大地提升了闭环供应链的渠道运作效率,降低了制造商/零售商的收益分配比。随着广告效应的增大,渠道运作效率会逐渐降低,而制造商/和零售商的收益分配比会逐渐升高。     

考虑消费与投资者情绪的股票市场资产定价

首先基于现有相关研究成果从理论上建立了考虑消费与投资者情绪的资产定价模型,然后选取2005年5月~2018年4月期间的中国A股上市公司数据以及消费和投资者情绪数据,分别对构建的考虑消费与投资者情绪的模型以及CAPM、Fama-French三因子和五因子模型进行实证检验和比较分析.研究结果表明:1)在资产定价模型中引入消费和投资者情绪因子能够在理论上对CAPM、Fama-French三因子和五因子模型进行合理拓展和修正.2)从总体定价效率看,用消费和投资者情绪因子分别替代Fama-French三因子模型中的规模和账面市值比因子、Fama-French五因子模型中的盈利和投资因子,都能够提高资产定价效率;在考虑消费和投资者情绪因子后,Fama-French五因子模型中的盈利和投资因子不再能提高资产定价效率.本文研究结果基于消费和投资者情绪改善了Fama-French模型定价效率,在一定程度上丰富和完善了资产定价理论.     

STOCHASTIC COST-VOLUME-PROFIT ANALYSIS WITH A LINEAR DEMAND FUNCTION

In this paper we incorporate a linear demand function to model the price-volume causal relationship into stochastic cost-volume-profit (CVP) analysis. We assume that the objective function is to maximize expected profit; other objective functions are also discussed and compared. A linear stochastic model follows from which probabilistic statements can be easily obtained if the random variables are assumed to be multivariate normal. The basic framework is shown to be a special case of project value maximization where project value is the cash flow of the project discounted for time and risk according to the capital asset pricing model. Moreover, an intertemporal extension that considers inventory is developed. In summary, a new approach to stochastic CVP analysis that incorporates the management decision process in an uncertain environment is developed.     

信息共享对供应链合作广告影响的博弈分析

本文研究需求不确定环境下合作广告供应链中的信息共享对供应链上下游企业决策及绩效的影响。在此供应链中,上游制造商决定产品批发价格及地方性广告费用分担比例,下游零售商决定地方性广告费用的投入及产品售价。运用斯坦伯格博弈模型研究了不确定性对上下游定价和广告投入决策的影响,分析比较了有信息共享和无信息共享两种情况下供应链各成员及供应链利润。结果表明,对零售商而言,其广告水平,产品售价,及期望利润都随着广告效应的增大而增加;对制造商而言,当广告费用分担率较大时,较强的广告效应会导致零售商对广告的过度投入,从而损害制造商的利润。给定制造商广告分担率,信息共享可以提高制造商期望利润,却减少了零售商期望利润,并可能减少供应链的总体利润。给定批发价格的情况下,信息共享会提高制造商及供应链期望利润,而对零售商来讲无差别。     

ADVERTISING DECISION RULES FOR MARKET SHARE MODELS

This paper develops rules for setting advertising budgets when long term effects of advertising and competitive promotional spending are considered in a market share model. In both deterministic and probabilistic cases, a firm's optimal advertising budget is shown to be relatively insensitive to the level of competitive advertising. The key determinant of the advertising level is long run expected profit, and the budgeting rule developed is to spend a constant percentage of long run profit on advertising. Reasons for this result are explored.     

THE EFFECTS OF VARIABLE AND FIXED TRANSACTION COSTS ON OPTIMAL INVESTMENT DECISIONS

This paper studies the impact of variable and fixed transaction costs on investment decisions under conditions of risk. The decision model is first formulated as a mixed-integer nonlinear program. The following subjects are then examined: the structure of the investment frontier facing the investor and the effects of transaction costs on this frontier, the impact of transaction costs on the investor's optimal investment strategy, and the conditions for the equilibrium structure of risky asset prices and risk-return relationships. The main finding is that the relaxation of the assumption of the absence of transaction costs eliminates some of the most unattractive implications of the classic capital asset pricing model (CAPM) while preserving the more attractive implications of this model. Also, our model provides explanations for some discrepancies between the theoretical CAPM and empirical findings and, therefore, is a step toward narrowing the gap between theory and practice.     

Kapitalmarktorientierte Unternehmensbewertung bei asymmetrischer Besteuerung von Soll- und Habenzinsen

Drukarczyk and Lobe argue that the value of a company depends on individual preferences for leveraged or unleveraged companies if debt and credit interest rates after personal taxes differ. Consequentially they derive two preference-dependent valuation formulas. Based on these results an increasing amount of literature proposing preference-dependent valuation formulas emerged. We claim that this has to be viewed critically. In order to show that even in a world of different debt and credit interest rates after personal taxes a market value can be determined we develop a new version of the Tax CAPM. Based on this model the market value of leveraged and unleveraged companies is derived. Finally we show that the corresponding valuation function significantly differs from the preference-dependent valuation formulas.     

考虑退货的定价和订货优化及信息发布美化策略

考虑顾客由感知差异引起的退货行为，以及促销期与日常销售期不同的行为特点，对日常销售期和促销期顾客购买率和退货率分别进行了解析表述.在此基础上分析了确定需求下信息发布美化策略对最大利润的影响.建立了随机需求下在线零售商的期望利润模型，对定价和订货量进行联合优化.最后通过算例分析了在感知价值和感知差异服从更为一般的分布形式且存在相关性条件下，最优策略下的预期利润随信息发布美化程度的变化规律，以及相关性对信息发布美化策略有效性的影响.研究结果表明，基于感知价值和感知差异构建的购买率和退货率模型可较好解释已有实证研究结果，以此为基础对定价和库存进行联合优化更符合实际，优化条件下的最大利润随信息发布美化程度的提高先增后降，取得最大利润的信息美化值促销期大于日常销售期，且线性相关程度越高的产品取得最大利润的信息美化值越大。     

考虑残值变化和顾客异质性的零售商定价与库存决策

本文研究策略型消费者对零售商的定价和库存决策的影响。与以往的研究假设残值固定不变,且消费者均为策略型消费者不同的是,本文考虑了顾客的异质性以及残值由清仓期库存决定这一特点。本文的研究表明:在消费者均为策略型消费者,且清楚零售商将采取残值定价策略的情况下,零售商可以通过数量保证策略来提高自身的期望利润,降低库存订货量。在考虑顾客异质性的条件下,当零售商采取估值定价策略时,零售商的最大期望利润与短视型消费者在市场上的比例成正相关。并且,存在一个唯一的阈值点,当短视型消费者在市场上的比例高于这一阈值点时,估值定价策略优于保留价格定价策略,反之,则保留价格定价策略更优。     

股票市场的有限套利：一个行为金融模型

从行为金融的角度,结合有限套利与非理性个体对股票市场的套利者收益、资产价格特征进行考察。通过引入趋势交易者,发展了有限套利模型,并得到了套利者期望收益和市场波动性的解析解。然后对较宽范围内参数的可能取值进行了模拟。结果发现,套利收益同套利者能力和个体交易者的非理性程度有明显的非线性关系,在一定的条件下,套利者不但无法稳定市场,反而会促进资产价格的波动。     

A Microeconomic Model of the Focused Factory-Vertical Integration Strategic Decision Problem

The design of a manufacturing strategy incorporates the decision of whether to focus or vertically integrate, or adopt a policy somewhere between the two extremes. Unfortunately, the literature contains few models that aid a manager in this decision process. In this paper we design a model to evaluate and compare various strategic alternatives along the focused factory-vertical integration continuum. By defining a point along this continuum as the percent of components manufactured internally that are needed to make one finished item (where 0 indicates complete focus and one manufacturing step, and 1 indicates full integration and 100 percent internal manufacturing) we are able to delineate the effects of the alternative decision strategies on flexibility and the firm's cash flow. The capital asset pricing model is invoked to assess the impact on the firm's risk and value.     

B-CAPM模型的GMM估计和检验

作为资本资产定价模型（CAPM）的发展之一,B-CAPM模型更适合于复杂多变的现实资本市场。本文首先分析从CAPM到B-CAPM的模型转化及其理论含义,然后迭代求出B-CAPM模型的零贝塔期望收益的极大似然估计值（MLE）,最后通过案例,实证运用GMM方法构建B-CAPM的估计和检验。结果表明,B-CAPM模型适用于证券市场收益和风险的度量以及有效性检验,GMM方法更符合实际。     

Prices and Portfolio Choices in Financial Markets: Theory,Econometrics, Experiments

Many tests of asset‐pricing models address only the pricing predictions, but these pricing predictions rest on portfolio choice predictions that seem obviously wrong. This paper suggests a new approach to asset pricing and portfolio choices based on unobserved heterogeneity. This approach yields the standard pricing conclusions of classical models but is consistent with very different portfolio choices. Novel econometric tests link the price and portfolio predictions and take into account the general equilibrium effects of sample‐size bias. This paper works through the approach in detail for the case of the classical capital asset pricing model (CAPM), producing a model called CAPM+ε. When these econometric tests are applied to data generated by large‐scale laboratory asset markets that reveal both prices and portfolio choices, CAPM+εis not rejected.     

不完备金融资产市场中的资本资产定价原理

本文中,我们在不完备金融资产市场的框架下研究了资本资产的定价问题,得到了著名的资本资产定价模型(CAPM)的一个重要推广形式,建立了相应的混合投资基金定理,这些结果对于金融资产市场的理论研究具有重要的意义。     

Risk averse demand selection with all-or-nothing orders

Consider a firm that operates in consecutive single selling seasons, delivering its products across several markets with unique revenue and uncertain demands in each market. Using a profit maximization approach based on a newsvendor-type model, the firm may still incur several losses across consecutive periods in the short run. Risk analysis with demand selection has been modeled where customer/market demands follow a normal distribution. Often a firm faces a set of potential unconfirmed orders, where each order will either come in at a predefined level or it will not come in at all. In this paper, we consider these all-or-nothing (AON) demands and provide insights into their effect on expected profit and the frequency of extremely costly procurement policies. Instead of solely identifying the market/demand set and procurement quantity that maximizes expected profit, we use a conditional value-at-risk approach that allows a decision maker to control the number of profitable but risky demands to consider in the overall procurement policy. This approach is compared against an expected profit objective, and several managerial insights are provided.     

Economic Evaluation of Scale Dependent Technology Investments

We study the effect of financial risk on the economic evaluation of a project with capacity decisions. Capacity decisions have an important effect on the project̂s value through the up‐front investment, the associated operating cost, and constraints on output. However, increased scale also affects the financial risk of the project through its effect on the operating leverage of the investment. Although it has long been recognized in the finance literature that operating leverage affects project risk, this result has not been incorporated in the operations management literature when evaluating projects. We study the decision problem of a firm that must choose project scale. Future cash flow uncertainty is introduced by uncertain future market prices. The firm's capacity decision affects the firm's potential sales, its expected price for output, and its costs. We study the firm's profit maximizing scale decision using the CAPM model for risk adjustment. Our results include that project risk, as measured by the required rate of return, is related to the inverse of the expected profit per unit sold. We also show that project risk is related to the scale choice. In contrast, in traditional discounted cash flow analysis (DCF), a fixed prescribed rate is used to evaluate the project and choose its scale. When a fixed rate is used with DCF, a manager will ignore the effect of scale on risk and choose suboptimal capacity that reduces project value. S/he will also misestimate project value. Use of DCF for choosing scale is studied for two special cases. It is shown that if the manager is directed to use a prescribed discount rate that induces the optimal scale decision, then the manager will greatly undervalue the project. In contrast, if the discount rate is set to the risk of the optimally‐scaled project, the manager will undersize the project by a small amount, and slightly undervalue the project with the economic impact of the error being small. These results underline the importance of understanding the source of financial risk in projects where risk is endogenous to the project design.     

基于EVT-POT-SV-MT模型的极值风险度量

针对金融资产收益的异常变化,采用SV-MT模型对风险资产的预期收益做风险补偿并捕捉收益序列的厚尾性、波动的异方差性等特征,将收益序列转化为标准残差序列,通过SV-MT模型与极值理论相结合拟合标准残差的尾部分布,建立了一种新的金融风险度量模型——基于EVT-POT-SV-MT的动态VaR模型.通过该模型对上证综指做实证分析,结果表明该模型能够合理有效地度量上证综指收益的风险.     

考虑背景风险的项目投资决策

在项目投资过程中不但面临项目风险,同时还面临背景风险,且背景风险与项目风险之间往往存在着一定的相关性。文章在已有研究的基础上,针对考虑背景风险的项目投资决策问题,分析了风险之间的相关性及相关程度对投资决策的影响。首先讨论了加性背景风险和乘性背景风险单独存在时,背景风险与项目风险之间的相关性对投资决策的影响;其次构建了两种背景风险同时存在情形下的投资模型,进而通过蒙特卡罗仿真方法给出不同相关程度下的仿真结果,在此基础上分析两种背景风险与项目风险之间的相关性及相关程度对投资决策的影响并给出相关研究结论。     

Value relevance of advertising expenditure: A review of the literature

This paper presents a review of the relevant empirical literature on advertising value relevance. The current dominant accounting practice is to treat advertising as a current period expense. There has been growing evidence, however, to suggest that advertising should be viewed as an investment in long‐term brand equity. While the primary focus is on the valuation studies of advertising expenditure, the paper also provides an overview of various other studies that relate advertising to profitability or sales of the firm or industry to investigate the effects of advertising expenditure. As a consequence, it is emphasized that there has been a recent shift to the use of valuation models in exploring the nature of advertising expenditure. Since market value captures both the current and future profitability effects of advertising, valuation models are often seen as a better alternative in exploring the intangible nature of advertising expenditure. It is found that the bulk of evidence on advertising value relevance comes from the US, where there has historically been greater disclosure of advertising expenditure. There appears to be little evidence on this matter in the UK, however. This may largely be attributed to the lack of advertising data availability in the UK.