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.     

零售商竞争下纵向合作广告的微分对策模型

利用随机微分对策理论研究了供应链中零售商竞争下的纵向合作广告问题,建立了一个随机微分对策模型.运用汉密尔顿-雅可比-贝尔曼方程分别求得了Stackelberg博弈和合作博弈下均衡的全国性广告投入、地方性广告投入、制造商商誉的期望值和方差、商誉的概率分布函数以及Stackelberg博弈下的广告分担比例,并对此两种博弈进行了比较.研究发现,两种博弈下的零售商的地方性广告投入和制造商的商誉与零售商之间的广告竞争强度相关;在一定条件下,制造商具有一致渐进稳定的商誉概率分布函数.最后,运用效用理论对合作博弈下的增量利润进行了划分.     

基于随机微分对策的纵向合作方告模型

本文利用随机微分对策理论研究了供应链中的纵向合作广告问题,建立了一个随机微分对策模型。运用汉密尔顿-雅可比-贝尔曼方程分别求得了Stackelberg博弈和合作博弈下均衡的全国性广告投入、地方性广告投入、制造商商誉的期望值、方差和商誉的概率分布函数以及Stackelberg博弈下均衡的广告分担比例。并对此两种博弈进行了比较。结果发现,合作博弈下制造商和零售商的广告投入分别高于Stackelberg博弈下的广告投入,而且在一定条件下,合作博弈下供应链的总利润高于Stackelberg博弈下的总利润。同时,合作博弈下制造商的商誉期望值高于Stackelberg博弈下的期望值,但其方差也高于Stackelberg博弈下商誉的方差。而且研究发现在一定条件下制造商具有一致渐进稳定的商誉概率分布函数。最后,运用效用理论对系统增量利润进行了划分。     

基于消费者需求差异和渠道权力结构差异的MT-CLSC定价、效率与协调研究

相比其他回收模式,制造商负责回收废旧品的闭环供应链（简称MT-CLSC）在节约成本、提高系统利润方面更加有效。针对MT-CLSC渠道权力结构的差异,结合消费者对新产品和再造品的偏好及其影响,文章构建了四种不同的MT-CLSC模型,分别是制造商和零售商合作决策的集中式模型、制造商权力大于零售商权力的分散式决策模型、制造商权力小于零售商权力的分散式决策模型、制造商和零售商权力均等的分散式决策模型,根据各个模型的不同特点,计算出各模型的最优定价策略、回收策略以及相应的利润、渠道效率。然后,借助数值分析的方法,对不同模型的定价策略、回收策略、利润、渠道效率进行比较。研究发现：（1）各模式中,渠道利润以及MT-CLSC各成员的利润均随着消费者偏好系数的增大而减少;（2）在分散决策下,制造商和零售商的利润均与双方的权力相关,权力越大,相应的利润越多;（3）分散决策模式中,制造商和零售商权力均等的模式渠道效率最高,效率最低的是零售商占主导地位的权力结构;（4）制造商和零售商合作的集中式决策模式是最优的决策模式,此时新产品、再造品的定价最低,废旧品的“回收--需求率”最低,而渠道利润却最高,但是这种模式通过协调机制才能实现。为此,文章最后设计了有效的协调机制,使得集中式模式得以实现。本文的研究结论对丰富完善闭环供应链理论和推广应用闭环供应链具有一定的指导作用。     

再制造闭环供应链最优差别定价模型

本文建立了再制造闭环供应链差别定价模型, 在集中式决策和分散式决策条件下分别讨论了再制造闭环供应链的最优差别定价问题, 得到了集中式决策和分散式决策的最优定价组合及其最大利润, 并通过数值算例说明了废旧品回收价或补贴价的变化会对最优零售价、最优批发价产生的影响,最后就如何提高供应链的运行效率提出了建议和对策。     

制造商广告和零售商动态定价联合决策模型

考虑由一个制造商和一个零售商组成的供应链,制造商以批发价格为零售商提供一种产品,零售商再以零售价格将产品销售给顾客;制造商可以做广告来提高销售量,零售商的零售价格和制造商的广告不仅对本期的需求有影响,而且对下期的需求也有影响.在这样的条件下刻画两周期的需求函数,提出一个两周期动态定价和广告联合模型.在集中式供应链下,采用两阶段逆向归纳法给出两周期定价和广告决策,分析价格敏感系数和广告敏感系数对决策的影响;在分散式供应链下,制造商为Stackelberg博弈的领导者,零售商为追随者,采用四阶段逆向归纳法给出两周期定价和广告决策的均衡解,并给出了批发价格协调供应链的条件.结果表明,下期的定价和广告决策很大程度上依赖于本期的定价和广告决策.     

基于报童模型的供应链产品质量控制机制研究北大核心CSCDCSSCI

研究由一个供应商和一个零售商组成的供应链,建立存在质量不确定与检查错误下的报童模型,比较分析检查机制、溯源机制以及组合机制(抽检-溯源)在分散式与集中式供应链中对零售商订购决策与质量控制效率的影响.结果表明,在产品质量不确定性较高时,无论在分散式还是集中式供应链中选择溯源机制对零售商更为有利,但随着产品质量的提高,在分散式供应链中组合机制会更优,而在集中式供应链中检查机制更优;检查精度、溯源成本、责任成本变化不会改变零售商利润随次品率变化的趋势,且对零售商质量机制选择影响不显著;在次品率较低时,增加接收决策的次品率阈值可以增加零售商的利润,而加大接收且溯源决策的阈值范围则会降低零售商的利润,但在次品率较高时,结论正好相反.     

基于报童模型的供应链产品质量控制机制研究

"研究由一个供应商和一个零售商组成的供应链，建立存在质量不确定与检查错误下的报童模型，比较分析检查机制、溯源机制以及组合机制(抽检-溯源)在分散式与集中式供应链中对零售商订购决策与质量控制效率的影响.结果表明，在产品质量不确定性较高时，无论在分散式还是集中式供应链中选择溯源机制对零售商更为有利，但随着产品质量的提高，在分散式供应链中组合机制会更优，而在集中式供应链中检查机制更优;检查精度、溯源成本、责任成本变化不会改变零售商利润随次品率变化的趋势，且对零售商质量机制选择影响不显著;在次品率较低时，增加接收决策的次品率阈值可以增加零售商的利润，而加大接收且溯源决策的阈值范围则会降低零售商的利润，但在次品率较高时，结论正好相反.     

分散式供应链中信息共享的定价激励模型

从供应商的角度出发,针对一个供应商和多个零售商组成的分散式二级供应链,提出使用价格歧视策略来激励零售商参与信息共享.根据Stackelberg主从对策模型,在企业利润最大化约束下,建立了供应链中的定价激励模型.解出了供应商的最优定价策略,并比较了零售商之间的销售量和利润.最后从博弈论的角度,将本定价激励模型与统一定价模型进行了对比.     

基于产品差异的再制造闭环供应链定价与协调研究

建立了在分散式决策和集中式决策2种情形下两周期再制造闭环供应链的决策模型,得出了制造商的最优批发价格和回购价格、零售商对新产品和再制造产品的差异定价以及双方的利润,并分析了不同参数变化对价格、回收率和利润的影响.将2种情形下的最优决策结果进行了比较,结果表明分散式决策下存在双重边际效应,系统效益非最优;利用收益共享契约来协调闭环供应链,通过算例验证了所得结论的正确性.     

Manufacturer encroachment with advertising

This paper studies manufacturer encroachment in a supply chain wherein the manufacturer and/or the retailer should invest in informative advertising. Using a game-theoretic framework, we explore three schemes of advertising and their influences on manufacturer encroachment. First, if the manufacturer controls advertising, encroachment will result in higher advertising intensity relative to the non-encroachment case, sometimes leading to a win-win situation for both the manufacturer and the retailer as the boosted demand flows into the wholesale market under encroachment. Second, if the retailer controls advertising, an encroaching manufacturer should further reduce the wholesale price as compared to the counterpart with no advertising. This downward pressure on wholesale price can benefit the retailer, but might hurt the encroaching manufacturer. Third, we incorporate manufacturer advertising and retailer advertising into a cooperative advertising scheme, where the manufacturer can set a participation rate to adjust the advertising cost for the retailer. Interestingly, an encroaching manufacturer will pay the retailer more to subsidize his advertising cost. Under this scheme, the manufacturer is always better off under encroachment, and the retailer can also gain as a result of advertising cost-sharing from the manufacturer. Our results also apply to the case of persuasive advertising. Although persuasive advertising leads to different prices or advertising decisions, there are always chances for the retailer to benefit from manufacturer encroachment.     

An advertising effect model

A model of advertising effects has been developed based on a distinction between “persuasion” advertising and “trigger” advertising. The former is designed to induce prospective purchasers to try the product and to establish a “product image”. The latter is aimed at “triggering” a purchase on the part of an individual whose image of the product has already been formed. The distinction has major implications for the type and timing of advertising. The model can be applied to determining an optimum distribution of advertising effort in the introduction of a new product, and the optimum advertising media mix.     

Long range planning and advertising

In practice, advertising is almost invariably regarded, as a tactical decision. It is shown that such an approach tends to systematically misallocate advertising and other resources among products. This paper shows why, in the modern multiproduct firm, advertising must be developed from a clear statement of strategy. It also reviews for managers some of the unresolved dilemmas in advertising planning.     

Analysis of advertising lifetime for mobile phone

The market for mobile phones has increased substantially. In an attempt to maintain or increase their market share, mobile phone companies invest a significant amount of their budget on advertising. In this paper, we analyze TV advertising lifetime data of five mobile phone companies in Korea. We identify the distribution of advertising lifetime and model the median life as a function of company-specific fixed effects, type of advertising, the number of new customers signed for the service, and the number of new advertisements placed by the competitors. We show how the fitted lifetime model can be applied to advertising policy such as switching time for new advertisement.     

Chance constrained optimization for targeted Internet advertising

We introduce a chance constrained optimization model for the fulfillment of guaranteed display Internet advertising campaigns. The proposed formulation for the allocation of display inventory takes into account the uncertainty of the supply of Internet viewers. We discuss and present theoretical and computational features of the model via Monte Carlo sampling and convex approximations. Theoretical upper and lower bounds are presented along with a numerical substantiation.     

Measurement of the effect of wool advertising

The paper reports a recent International Wool Secretariat (I.W.S.) study to measure the overall effect on sales of fibre advertising, based on annual data for eight major wool-consuming countries, collected from 1960 to 1970. An economic model of the fibre market is set up, and multiple linear regression is used to demonstrate a significant positive relationship between fibre sales and advertising. The effect of wool advertising is quantified, using the estimated regression coefficients, and its cost is compared with the estimated benefits to the wool industry in terms of increased revenue. Possible drawbacks of the approach described are considered, and aspects of the work requiring further study are also mentioned.     

基于混合定向方式的移动定向广告投放策略研究

以移动广告为研究背景,研究地理定向和消费者产品偏好定向相结合的混合定向方式下企业的定向广告投放策略,同时通过对比企业投放定向广告与大众广告,研究企业的广告策略选择问题。研究发现,企业运用定向广告策略应针对不同的消费者群体提供差异化较大的营销策略:对属于企业近距离范围且偏好企业产品的优势市场,企业应加大广告投放力度并实行高价;为了争取部分远端劣势市场的收益,企业应向其投放一定力度的广告并实行低价;对属于双方的竞争市场,企业应选择中等程度的广告和价格。同时,通过与企业投放大众广告相比较,发现竞争企业使用定向广告策略反而不如使用大众广告策略。     

Scheduling pre-printed newspaper advertising inserts using genetic algorithms

In recent years, the use of pre-printed advertising inserts in newspapers has increased dramatically. Pre-printed inserts allow advertisers to deliver colorful, high-quality marketing material to targeted groups of consumers within the newspaper's delivery zone structure. To accommodate the increased workload associated with pre-printed inserts without negatively impacting the news deadline or delivery schedules, many newspaper companies face increasingly complex post-press scheduling decisions. This paper presents a spreadsheet model developed to represent the pre-printed insert scheduling problem in a case study of an actual medium-size newspaper company. The performance of two commercial genetic algorithm (GA) optimizers is compared on this problem. Computational testing shows the GAs develop schedules that substantially reduce the post-press production department's insert processing time.     

Dynamic programming for spatial allocation of advertising expenditure

The paper deals with optimal allocation of a given amount of advertising expenditure among various sales districts. It applies dynamic programming to arrive at the optimal policy regarding such allocation. The basic model is that of Zentler and Ryde which heretofore has been solved using a graphical method. The optimal solution is illustrated with an example.     

An empirical application of multidimensional scaling to advertising pretesting

One of the least-managed aspects of advertising management may well be that of effectiveness measurement. The problem of obtaining satisfactory indications of advertising effectiveness is particularly critical in pretesting since the rationale for pretesting is to evaluate advertisements before their release for broadscale media distribution. Therefore, the primary purpose of the research reported here is to provide empirical evidence of the value of multidimensional scaling methods to pretesting advertising. The article demonstrates how nonmetric methodology obviates the disadvantages of such methods as consumer jury tests and rating scales. A secondary purpose of the research project is to demonstrate the value of pretesting itself by comparing the perceptions of target market consumers with those of selected group of advertising professionals.