| 常远,闵杰.推广者影响力异质下平台零售商的双渠道推广策略研究[J].安徽建筑大学学报,2023,31(3):84-90，96 |
| 推广者影响力异质下平台零售商的双渠道推广策略研究 |
| Research on Promotion Strategy of Platform Retailer under Heterogeneous Promoters’Influence |
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| DOI： |
| 中文关键词: 双渠道推广 社交平台 Stackelberg 博弈 |
| 英文关键词: dual channel promotion social platform Stackelberg game |
| 基金项目:国家自然科学基金项目（72271004） |
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| 中文摘要: |
| 在平台零售商与两位推广者组成的双渠道推广供应链中，考虑推广者对消费者具有异质影响力，构建了由平台零售商主导的推广策略选择与定价博弈模型。根据平台零售商与两位推广者是否签订激励合约分为四种推广策略：NN 策略、IN 策略、NI 策略、II 策略。研究了 4 种策略下平台零售商的定价行为与推广者的推广努力行为，分析了努力效用系数、努力成本、激励系数对平台零售商的策略选择影响。研究发现：1）对推广效果较好的产品，与影响力较低的推广者签订激励合约是平台零售商的较优选择；2）较高的推广成本会降低推广者付出的推广努力。 |
| 英文摘要: |
| Considering promoters’heterogeneous influences on consumers，a game model of promotion strategy selection and pricing led by platform retailer is constructed in a two-channel promotion supply chain composed of one platform retailer and two promoters.With or without incentive contracts with two promoters，there are four promotion strategies are proposed：NN strategy，IN strategy，NI strategy and II strategy. The pricing behavior of the platform retailer and the promotion effort behavior of promoters under four strategies are studied，and the influences of effort utility coefficient，effort cost and incentive coefficient on the strategy choice of platform retailer are analyzed. The findings are as follows：1) For products with good promotion effect，incentive contracts with low-impact promoters are a better option for the platform retailer；2) Higher promotion cost will reduce the promotion efforts by promoters. |
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