不同销售策略下广告费对供应链决策影响的模型对比分析

文章研究农户生产商和在线零售商构成的农产品供应链系统模型。首先,构建单一现售策略和混合策略下农产品供应链决策模型,利用Stackelberg博弈分析产品广告投入对供应链成员定价和利润的影响。其次,通过数值建模与仿真给出以下研究结论:农产品广告努力水平对需求的影响系数与农产品批发价格、销售价格和产品的广告努力水平成正相关,农产品的批发价格与销售价格则在两种销售模式下随该系数的增加而不断变化,且存在一个临界点使得两种销售模式下产品的批发价格和销售价格相同；农产品广告投入成本与供应链成员的利润成正相关,在广告投入成本系数增大到一定值时,在线零售商和农户生产商的利润达到最大,随着产品广告投入成本的不断增大,农户生产商和在线零售商的利润逐渐减小后趋于平稳。

Contrastive Analysis of Supply Chain Decision Model Considering Advertising Input Under Different Sales Strategies

This paper studies the model of agricultural product supply chain system composed of farmer producers and online retailers. Firstly, a decision-making model of agricultural product supply chain under single on-the-spot strategy and mixed strategy is constructed, and the effect of advertising input on Supply Chain Pricing and profit is analyzed by Stackelberg game. Secondly, through numerical modeling and simulation, the following conclusions are drawn:The influence coefficient of advertising effort level on demand of agricultural products is positively correlated with wholesale price of agricultural products, sales price and advertising effort level of products. Wholesale price and sales price of agricultural products are constantly changing with the increase of this coefficient in two sales modes, and there is a critical point that makes the wholesale price and sales price of products in two sales modes the same. Advertising input cost is positively correlated with the profits of supply chain members. When the advertising input cost coefficient increases to a certain value, the profits of online retailers and farmer producers reach the maximum. With the increase of product advertising input cost, the profits of farmer producers and online retailers gradually decrease and then stabilize.