【摘要】 研究拥有不同初始基本市场需求量的生产商如何选择其销售渠道问题,建立了链与链竞争模型,分析了不同渠道结构的最优决策,进而得到市场均衡渠道结构.结果表明纯集中渠道及混合渠道都可能成为均衡.如果两制造商的初始基本市场需求量相差不大时,纯集中渠道是均衡;如果两制造商的初始基本市场需求量相差大且产品替代性高时,混合渠道结构是均衡.当制造商拥有绝对高的初始基本需求量时,选择集中渠道是该制造商的占优策略,集中渠道中制造商独自的广告投资将超过分散渠道中制造商和零售商共同的广告投资.更多还原

【Abstract】 Considering the cooperative advertising, the study explores the channel structures between two asymmetric manufacturers who face different initial demands, depending on advertising and retail price, and establishes a model of two competing supply chains. The optimal decision of every channel structure and the equilibrium are acquired by game theory. The result shows that pure integrated channels and mixed channels may be the equilibrium. Specifically, if the manufacturers’ respective base demands are comparable, both manufacturers would integrate their own channel; if product substitutability is high, and one of the manufacturers has a significantly larger base market than the other, then the latter would decentralize his channel. In every possible equilibrium, the manufacturer with a higher initial base demand has a dominant strategy if choosing integrated channel, and his advertising level in the integrated channel is higher than the total advertising level in the decentralized channel.更多还原