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考虑企业社会责任和广告效应的闭环供应链决策
许民利,郭爽,简惠云
中南大学商学院
Research on Closed-Loop Supply Chain Decision Considering Corporate Social Responsibility and Advertising Effect
XU Minli,GUO Shuang,JIAN Huiyun
Central South University, Changsha, China

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摘要 考虑由制造商和零售商构成的闭环供应链,运用Stackelberg博弈理论,研究制造商广告和零售商广告两种模型下的供应链决策。研究发现:①广告效应有利于提高需求量和回收率,从而提高供应链各方效用,但广告效应对批发价、零售价、制造商利润及供应链总利润的影响,会因制造商企业社会责任程度和广告投放主体的不同而不同;②制造商企业社会责任行为有利于降低批发价,刺激产品需求,但该行为会在一定程度上损害制造商经济效益,零售价和供应链总利润随制造商企业社会责任程度变化的方向受广告效应和广告投放主体的影响;③从提高供应链总利润和总效用的角度,应采用零售商广告,而从节约成本的角度,应采用制造商广告。
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许民利
郭爽
简惠云
关键词 企业社会责任 广告效应 闭环供应链    
Abstract:Considering a closed-loop supply chain whichconsists of a manufacturer and a retailer, this study uses Stackelberg game theory to study closed-loop supply chain decision making under the models of manufacturer advertising and retailer advertising. The findings are as below: Advertising effectiveness is conducive to increasing demand and recovery rates, thereby improving the utility of all parties and the total utility of the supply chain. However, the effect of advertising effects on wholesale price, retail price, manufacturer’s profit, and the overall profit of the supply chain varies with the degree of manufacturer’s CSR and the different advertisers. Manufacturer’s corporate social responsibility behavior, which also helps stimulate product demand and advertising investment, is beneficial to lowering the wholesale price and increasing the recovery rate. Thereby, the retailer utility, the manufacturer utility and the overall utility of the supply chain both increase. However, manufacturers’ corporate social responsibility behavior will cause some loss to their own profits. The direction that the retail price and the overall profit of the supply chain change with manufacturer’s corporate social responsibility is related to the advertising effect and the advertiser. From the perspective of improving the overall profitability and utility of the supply chain, the retailer advertising model is better; but from a point of view of cutting costs, the manufacturer’s advertising model should be adopted.
Key wordscorporate social responsibility    advertising effect    closed-loop supply chain   
收稿日期: 2018-10-08     
基金资助:国家社会科学基金资助项目(14BGL196);湖南省社会科学基金智库专项资助重点项目(16ZWB40);湖南省社会科学成果评审委员会课题资助项目(XSP17YBZC201);湖南省社会科学基金资助项目(17YBA406,18YBA446)
通讯作者: 简惠云(1971~), 女,湖南桃源人。中南大学(长沙市410083)商学院讲师, 博士。研究方向为供应链管理、行为运筹管理。     E-mail: jianhuiyun@163.com
引用本文:   
许民利,郭爽,简惠云. 考虑企业社会责任和广告效应的闭环供应链决策[J]. 管理学报, 2019, 16(4): 615-. XU Minli,GUO Shuang,JIAN Huiyun. Research on Closed-Loop Supply Chain Decision Considering Corporate Social Responsibility and Advertising Effect. Chinese Journal of Management, 2019, 16(4): 615-.
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