基于流行品供应链的两阶段定价与广告契约研究

项目名称： 基于流行品供应链的两阶段定价与广告契约研究

项目编号： No.71502076

项目类型： 青年科学基金项目

立项/批准年度： 2016

项目学科： 管理科学

项目作者： 何毅

作者单位： 南昌大学

项目金额： 19.28万元

中文摘要： 随着产品生命周期的不断缩短，产品销售多阶段性的特征越来越明显，产品不同销售阶段与营销手段相匹配的问题也逐渐引起学术界和企业界的关注。目前基于产品销售两阶段的动态定价、广告契约研究仍然欠缺。本项目拟以流行品行业的营销实践为背景，综合运用博弈理论、优化理论和供应链协调理论分别研究时装行业和高科技电子产品行业中“单个制造商和单个零售商”在产品不同销售阶段的定价策略及合作广告契约问题，然后将上述模型进一步扩展到同行业或跨行业包含两个互补性产品的供应链系统中，探讨供应链水平方向上的相关企业就产品在不同销售阶段的联合定价、广告策略，最后，进一步将竞争因素引入到供应链系统中，分析竞争强度、格局对企业的定价、广告决策的影响。本项目运用两阶段模型探讨合作广告契约问题，在研究视角上有所创新。本项目的研究有助于丰富市场营销理论的研究，相关结论能够为流行品企业的动态定价、广告策略提供决策参考。

中文关键词： 定价；合作广告；供应链契约；博弈论；两阶段

英文摘要： With the continuously shortening of the product life cycle, it is more obvious that the sale of product is characteristics by multi-period. The matching mechanism of different periods and marketing strategy is attracted by more and more firms and researchers. Today, few researches focus on the two-period pricing and advertising contract. This project focuses on the marketing practices of the fashion supply chain, Utilizing the game theory, optimization theory and supply chain coordination theory to study the manufacturer and the retailer’s pricing and cooperative advertising strategies in the apparel industry and high-tech electronics industry respectively. Then, this model is expanded to the two complementary products in the same industry or cross-industry, and we analyze the pricing and cooperative advertising decisions of horizontal firms. Finally, this project introduces the competition factor into the fashion supply chain, and analyzes the impact of competitive intensity and structure on the related firms’ pricing and advertising decisions. This project investigates the cooperative advertising by utilizing the two-period model, which is a new research perspective for the study of cooperative advertising. This research is contributed to the marketing research, and the related conclusions can provide a decision reference to the pricing and advertising decisions of the fashion firm.

英文关键词： Pricing;Cooperative advertising;Supply chain contract ;Game theory;Two-period