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基于单个制造商与单个零售商所组成的双渠道供应链结构,利用微分对策方法,分别考察了动态架构中Stackelberg博弈与合作博弈情形下渠道成员的最优定价和广告策略,并对此两种博弈结构下的反馈均衡结果进行了分析比较.研究发现,两种博弈相比,制造商的直销价格相同,零售商在合作博弈下选择更小的零售价格;制造商在合作博弈下对广告的投入更多,而零售商在两种博弈下的广告投入水平取决于零售商的广告竞争强度与两个渠道销售价格竞争强度的关系;两种博弈下供应链系统利润的大小关系依赖于系统参数.
Based on the double-channel supply chain structure consisting of a single manufacturer and a single retailer, the optimal pricing and advertising strategy of channel members under the Stackelberg game and the cooperative game in the dynamic architecture are investigated respectively by using the differential game method. The results of the feedback equilibrium under the game structure are analyzed and compared.The results show that compared with the two games, the direct selling prices of the manufacturers are the same, the retailers choose the smaller retail prices under the cooperation game, Input more, and retailers in two kinds of game under the level of advertising investment depends on the retailer’s advertising intensity and the intensity of the relationship between the two channels of sales price competition; the two games under the supply chain system, the size of the relationship between the profits depends on the system parameters .