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首页> 外文期刊>Journal of retailing and consumer services >A game theoretic approach to coordinate price promotion and advertising policies with reference price effects in a two-echelon supply chain
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A game theoretic approach to coordinate price promotion and advertising policies with reference price effects in a two-echelon supply chain

机译：一种博弈论方法，用于在两级供应链中协调参考价格效应的价格促销和广告政策

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摘要

In this paper, the price promotion and manufacturer national advertising are investigated in a manufacturer-retailer supply chain with reference price effects of consumers taken into account. A centralized game is studied followed by the two Stackelberg games of "consumer price promotion" and "retailer-consumer price promotion". In the Stackelberg games, the manufacturer plays the role of the leader and the retailer is the follower. The results obtained indicate that the reference price and the memory factor of the costumer have profound effects on the profits of supply chain members, optimal depth of price promotion and advertising level. If sensitivity of the consumer to the gap between the price and the reference price is large enough, reference price has a considerable effect on the consumer's tendency to buy and the price promotion increases channel profits. Also, it is observed that the memory of the costumer has a positive effect on profits of supply chain members. Moreover, it is also shown that there exists an indifference point for the memory factor at which the reference price impact factor has no effect on the optimal values of the decision variables. Finally, it is observed that channel efficiency is improved by advertising.
机译：本文研究了制造商-零售商供应链中的价格促销和制造商国家广告，同时考虑了消费者的参考价格效应。研究了集中式游戏，然后研究了两个Stackelberg游戏“消费者价格提升”和“零售商-消费者价格提升”。在Stackelberg游戏中，制造商扮演领导者的角色，而零售商则扮演追随者的角色。结果表明，客户的参考价格和记忆因素对供应链成员的利润，最优的价格促销深度和广告水平具有深远的影响。如果消费者对价格与参考价格之间的差距的敏感度足够大，则参考价格将对消费者的购买倾向产生重大影响，并且价格促销会增加渠道利润。此外，可以看出，客户的记忆对供应链成员的利润有积极影响。此外，还表明，存储因素存在一个无差异点，在该点上，参考价格影响因素对决策变量的最优值没有影响。最后，可以发现通过广告可以提高渠道效率。

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