以賽局理論探討供應鏈協同廣告問題

Game Theory Approach for Cooperative Advertising in Manufacturer-Retailer Supply Chain

曾瑞煜(Jui-Yu Tseng)

指導教授 ： 溫于平

國立清華大學/工學院/工業工程與工程管理學系/碩士(2008年)

摘要

協同廣告(cooperative advertising)為製造商與經銷商之間的一種互動關係，經銷商對商品進行廣告，而製造商則為其負擔部分的廣告費用。而除了協同廣告外，製造商對其產品進行的廣告主要為建立品牌形象，使消費者對其品牌有良好的印象。而經銷商進行的廣告則可以直接激發消費者購買行為，為刺激銷售量的主要廣告方式。因此，對製造商來說同意進行協同廣告負擔費用的主要原因為經銷商的廣告可使銷售量增加，進而促進其利益，而對經銷商來說，則可減少其廣告所需的費用。
在本論文中，我們針對製造商是否提供客戶折扣的情形，分成有與無兩部分進行討論。分析的過程利用賽局理論建立兩個非合作的策略，以及一個製造商和經銷商進行協調合作下的策略，其中非合作的賽局策略分別為史坦柏格(Stackelberg)賽局以及納許(Nash)賽局。在三種模式描述完成後，利用數學規劃的方式進行相關參數求解並且比較之。
再者我們利用數值例子來說明各項模式求解過程，以及在考量折扣的因素下建議兩者的決策程序。根據此程序製造商可決定是否提供客戶折扣，以達到提高利益的目的，若提供折扣可使其利益上升，且兩者皆採取相同的模式時，製造商可決定一個最佳的折扣使其利益最佳化，然而若兩者選擇採取的模式不同時，則建議可採用協調合作的模式進行。

關鍵字

協同廣告 ； 賽局理論 ； 折扣 ； 供應鏈

並列摘要

Cooperative advertising is an interactive relationship between a manufacturer and a retailer in which the retailer initiates and implements a local advertisement and the manufacturer shares part of the costs. Except cooperative advertising, the manufacturer uses the national advertising to strengthen the brand image and the retailer stimulates consumer’s buying behavior by the local advertising. Therefore, the main reason for the manufacturer to use cooperative advertising is to motivate immediate sales, and for the retailer is to reduce his total advertisement expenditure.
In this thesis, we focus on the cooperative advertising with discounts and without discounts and proposed three models to define the relationships. These three models included two non-cooperative game structures which are Stackelberg game and Nash game as well as one cooperative model. We derive the solutions of three models by mathematical programming model, and present the comparisons by their results.
Furthermore, we showed several examples to illustrate the cooperative advertising models and proposed the procedure for strategy decision. According to the procedure, the manufacturer determines whether a price deduction percentage will increase his profit. If a price deduction percentage will increase manufacturer’s profit, and both players choose the same model, then the manufacturer will derive an optimal price deduction percentage to obtain the optimal profit. However, if the manufacturer and the retailer choose different models, then we suggest them to do fully coordinative cooperative advertising.

並列關鍵字

Cooperative Advertising ； Game Theory ； Discounts ； Supply Chain.

參考文獻

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