以賽局理論探討通路協同廣告用於季節性商品之決策模式

Application of Game Theory for Seasonal Products with Channel Cooperative Advertising

官昭毅(JHAO-YI GUAN)

指導教授 ： 黃惠民

中原大學/電機資訊學院/工業與系統工程研究所/碩士(2011年)

https://doi.org/10.6840/cycu201100908

摘要

協同廣告(cooperative advertising)是製造商與零售商之間的一種合作互動關係，零售商對商品進行廣告，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。而零售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零售商的廣告可使銷售量增加，進而促進其利益，而對零售商來說，則可減少其廣告所需的費用。 本篇研究主要是依賽局理論的基礎，探討產銷協同廣告用於季節性商品(seasonal product)及在競合關係下的決策模式。藉以探討當製造商及零售商在通路中的地位不同時，產銷的合作廣告機制是否能為彼此增加利潤，探討其對雙方的最佳廣告水準、製造商對零售商的分攤率、零售商的訂購數量和存貨量將產生什麼樣的影響，並在通路中考慮產銷個別競爭與合作關係，以通路中含有單一製造商、零售商及兩個競爭關係的製造商、零售商等多種賽局情境來進行決策分析，並針對製造商是否提供客戶信用交易的優惠合作情形，分成不合作/合作賽局兩部分進行討論，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，合作的賽局策略則採取「柏拉圖效率」(Pareto efficient)的架構。在不同產銷關係之決策模式描述完成後，則利用數學規劃的方式進行相關決策參數的模擬求解。透過數值範例說明與敏感度分析來瞭解影響系統之關鍵因素。此利潤模式的重要性在於建構了一個符合現實環境條件的產銷協同廣告於不同競合關係下的管理決策模式，特別是當通路產業在面臨商品本質因素、通路協商、市場經濟因素以及經濟環境因素等問題時。

關鍵字

協同廣告 ； 產銷系統 ； 季節性商品 ； 賽局理論

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 of seasonal product with trade credit financing and without trade credit financing 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. In a non-cooperative simultaneous move game, the manufacturer and the retailer are assumed to act simultaneously and independently. In a cooperative game, the system profit is maximized for every Pareto efficient cooperative advertising scheme, but not for any other schemes. All Pareto efficient cooperative advertising scheme are associated with a single local advertising level and a single brand name investment level, but with variable sharing policies of advertising expenses. The best Pareto efficient advertising scheme is obtained taking members’ risk attitudes into account. 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.

並列關鍵字

Cooperative advertising ； Game theory ； Seasonal product ； Manufacturer-retailer supply chain

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