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论文编号：	7422
作者编号：	2120132347
上传时间：	2015/6/9 19:05:58
中文题目：	闭环供应链的定价与广告决策研究
英文题目：	Pricing and Advertising Decision Research in Closed-loop Supply Chain
指导老师：	方磊
中文关键字：	产品销售广告；废旧品回收宣传广告；闭环供应链；协调
英文关键字：	sales advertising; recycling advertising of waste products; closed-loop supply chain; coordination
中文摘要：	为应对快速变化的市场环境和激烈的市场竞争，企业倾向于投放大量资金进行广告宣传，确定合适的广告投放量对企业来说至关重要。资源短缺和环境污染问题日益严峻、政府强制的法律法规和消费者不断增强的环保意识等多重压力下，同时科技进步使得废旧产品的再利用率大大提高，越来越多的企业引入闭环供应链思想，积极实施废旧品的回收再制造，如国美建立的在线家电回收平台和苏宁电器的柜台登记、免费上门回收业务，它们线上线下进行新产品销售广告的同时进行废旧家电的回收宣传。 本文基于销售广告和废旧产品的回收广告两种广告形式，认为废旧产品回收广告不仅增加了废旧品的回收率，同时对产品起到一定的宣传作用，间接促进了新产品销售，分别构建制造商或零售商主导的闭环供应链中不同广告主体的分散决策和集中决策模型，其次分析参数变化对均衡结果的影响，再次对同一市场结构中不同广告模式、不同市场结构、集中决策和分散决策进行了比较，使用数值分析进一步验证所得命题，最后尝试设计协调机制来解决分散决策的利润损失问题。 研究表明，无论制造商还是零售商主导的闭环供应链中，销售广告以及回收广告投放量、市场需求、零售商和制造商利润均与销售广告效应正相关；制造商主导时广告投放量、市场需求、各成员利润与消费者价格敏感系数负相关，与回收宣传广告效应、回收广告需求影响因子正相关；就产品销量和各成员利润而言，制造商作为主导者时零售商投放广告模式更优，零售商主导情形下制造商投放广告模式更优；市场中处于弱势地位的非主导者进行广告宣传时，供应链系统利润更高；收益共享费用共担和两部收费制均能够实现制造商主导时较优的零售商广告模式的协调，但从契约实施和管理的成本来看，两部收费制更优。
英文摘要：	Companies tend to spend large amounts of money on advertising in response to rapidly changing market conditions and intense market competition. It is crucial for enterprises to determine the proper advertising volume. Under the pressure of resource shortages, more and more severe environmental pollution problems, forcing regulations of governments and growing awareness of consumers’ environmental protection, and scientific and technological progress has greatly enhanced the recycling rate of waste products, more and more enterprises introduce CLSC ideology and actively implement product remanufacturing, such as online home appliance recycling platform of Gome, registration on counter and free door-to-door recovery business of Suning Appliance, they propagandize sales of new products and waste home appliances recycling online and offline. Based on sales advertising of new products and recycling advertising of waste products, this paper considers that recycling advertising of waste products not only increases the recovery of used products, but also publicizes products and promotes sales of new products indirectly. This paper respectively builds decentralized decision-making models of the different advertising body in the manufacturer or retailer-led closed-loop supply chain and centralized decision-making model, then analyze the impact of parameters on the equilibrium outcomes and compare different advertising models in the same market structure, different market structures, centralized and decentralized decision-making models. Next the article uses numerical analysis further validates the resulting proposition. Finally this paper tries to design coordination mechanism to solve loss of profits in the decentralized decision-making model. Research shows that marketing advertising and recycling advertising put volume, market demand, profits of the manufacturer and retailer are positively correlated with selling advertising effect regardless of manufacturer or retailer-led market structure. Advertising put volume, market demand, profits of members are negatively correlated with consumer price sensitivity coefficient, positively with recycling advertising effect, recycling advertising influence factor on demand. From product sales and profits of the manufacturer and retailer, retailer advertising model is superior in manufacture-led construction, manufacturer advertising model is better while retailer is the leader. Profit of supply chain system is higher when the weaker member carries out the advertising campaign. Both revenue and expense sharing and two-part tariff can coordinate retailer advertising model in manufacturer-led structure, but from the perspective of implementation and management cost, two-part tariff is better.
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