运筹与管理2018，Vol.27Issue(2)：15-25,11.DOI:10.12005/orms.2018.0030
供应链互补产品广告投入和捆绑销售联合决策研究
Optimal Advertising and Bundling Decisions for Complementary Products in a Supply Chain
摘要
Abstract
This article studies a supply chain considering of a multi-product manufacturer and a retailer.The manufacturer provides two complementary products and sales them through a retailer.The retailer can sell com-plementary goods by two strategies: pure component and pure bundling.We introduce inverse line demand functions by taking into account the product cross elasticity and spillover effect,and employ a Stackelberg game model to explore the retailer's optimal advertising and bundling jointed decisions in a decentralized or centralized supply chain.And the numerical example is used to investigate the effects of product complementarities and ad-vertising cost on the jointed optimal decisions.The research indicates that both in a decentralized or centralized supply chain,the optimal advertising expenses of complementary goods are lower when the retailer takes a pure bundling sale strategy instead of taking a pure component.And,for the retailer,when the complementarities are high or the advertising cost is low, the pure component is a dominant strategy; when the complementarities are moderately low and the advertising cost is high,the pure bundling is the optimal strategy.The results offer some guidance to the retailer's advertising and bundling joint decisions.关键词
溢出效应/互补产品/广告投入/捆绑策略/联合决策/供应链定价Key words
spillover effect/complementary products/advertising/bundling strategy/joint decisions/supply chain pricing分类
管理科学引用本文复制引用
潘林,周水银,马士华..供应链互补产品广告投入和捆绑销售联合决策研究[J].运筹与管理,2018,27(2):15-25,11.基金项目
国家自然科学基金资助项目(71172091,71472069) （71172091,71472069）
湖北经济学院青年重点基金资助项目(XJ201703) （XJ201703）
湖北省物流发展研究中心资助项目(17T02) （17T02）
