东南大学学报（英文版）2023，Vol.39Issue(3)：240-247,8.DOI:10.3969/j.issn.1003-7985.2023.03.004
消费者信息投入对供应链广告与定价策略的影响
Influence of consumer information investment on supply chain advertising and pricing strategies
摘要
Abstract
A game theory model is established to explore equilibrium strategies and profits of the manufacturer and the retailer and to analyze the influence of consumer information investment on these equilibrium results. Equilibrium strategies and profits of different cost-sharing modes are compared to study the effect of different modes on the manufacturer and the retailer. The results show that the effectiveness of consumer information investment depends on the relative impact of advertising and retail price on market demand. Investing in consumer information will reduce profits of the manufacturer and retailer if the impact of advertising is much smaller than that of price. Furthermore, the manufacturer will transfer the information expense to the retailer by increasing the wholesale price even if it commits to sharing the consumer information investment. In addition, the manufacturer chooses a higher wholesale price, and the retailer sets a higher price when the two companies cooperate in advertising than when they do not. Meanwhile, the retailer prefers non-cooperative advertising to cooperative advertising, while the manufacturer prefers cooperative advertising when considering consumer information investment.关键词
消费者信息投入/广告策略/定价策略/供应链Key words
consumer information investment/advertising strategy/pricing strategy/supply chain分类
管理科学引用本文复制引用
沈月,仲伟俊,梅姝娥..消费者信息投入对供应链广告与定价策略的影响[J].东南大学学报（英文版）,2023,39(3):240-247,8.基金项目
The National Natural Science Foundation of China(NO.71871054). （NO.71871054）
