A Research on the Two-way Subsidy Game Based on Manufacturer-Seller Supply Chain

doi:10.3969/j.issn.1007-7375.2018.06.009

Abstract

Abstract: A game model is built for the heterogeneous supply chain cooperation in which the manufacturer provides the seller with advertising subsidies, and the seller provides the manufacturer with research and development subsidies. And two kinds of default risk solutions are proposed. The analysis demonstrates that the R & D input of the manufacturer is positively correlated with the marginal revenue, and the seller's advertising input is positively correlated with the marginal revenue. In the manufacturer's one-way subsidies game equilibrium, the relationship between the seller's subsidies for advertising and the manufacturer's subsidy coefficient is determined by the parameters and also in this equilibrium, the seller's advertising input is negatively related to the manufacturer's R & D spending, with the subsidy coefficient positively related to the manufacturer's marginal revenue and negatively related to the seller's marginal revenue. In the case of the game equilibrium of the two-way subsidy of the manufacturer-seller supply chain, the supply chain benefit is greater than that of the one-way subsidy game equilibrium.

Key words: game theory, supply chain, two-way subsidy

CLC Number:

F224

LIU Xinyi, ZHANG Yindan. A Research on the Two-way Subsidy Game Based on Manufacturer-Seller Supply Chain[J]. Industrial Engineering Journal , 2018, 21(6): 64-71,90.

References

[1] DASPREMONTLYNDEN C, JACQUEMIN A. Cooperative and noncooperative R&D in dupoly with spillovers[J]. The America Economist, 1988, 13(6):113-132
[2] BANERJEE S, LIN P. Vertical research joint ventures[J]. International Journal of Industrial Organization, 2001, 19(2):285-302
[3] GE Z, HU Q. Collaboration in R&D activities:firm-specific decisions[J]. European Journal of Operational Research, 2008, 185:864-883
[4] 艾凤义, 侯光明. 纵向研发合作中的收益分配和成本分担机制[J]. 中国管理科学, 2004, 12(6):86-90 AI Fengyi, HOU Guangming. Revenue allocation and cost sharing mechanism in vertical R&D cooperation[J]. Chiese journal Management Science, 2004, 12(6):86-90
[5] 刘伟, 张子健, 张婉君. 纵向合作中的共同R&D投资机制分析[J]. 管理工程学报, 2009, 23(1):19-22 LIU Wei, ZHANG Zijian, ZHANG Wanjun. An analysis of joint R&D investment mechanism in vertical cooperation[J]. Journal of Industrial Engineering and Engineering Management, 2009, 23(1):19-22
[6] 何慧爽. 产品差异化、竞争强度与企业R&D策略分析[J]. 科学学研究, 2010, 9:1361-1367 HE Huishuang. Analysis of product differentiation, competitive intensity and enterprise R&D strategy[J]. Studies In Science Of Science, 2010, 9:1361-1367
[7] 戴菊贵, 王伟. 基于产品差分、合作研发的古诺竞争与伯川德竞争均衡效率的分析[J]. 软科学, 2012, 26(9):20-23 DAI Jugui, WANG Wei. Analysis of the equilibrium efficiency between cournot competition and bertran competition based on product difference and cooperative research and development[J]. Soft Science, 2012, 26(9):20-23
[8] 李星北, 齐二石. 考虑溢出效应的供应链合作创新演化博弈分析[J]. 北京交通大学学报(社会科学版), 2014, 4(13):8-14 LI Xingbei, QI Ershi. Analysis of evolution game of supply chain cooperation innovation considering spillover effect[J]. Journal of Beijing Jiaotong University (Social Sciences Edition), 2014, 4(13):8-14
[9] 肖湘平, 黎继子, 阮阿平, 等. 不同合作模式下供应链研发补贴动态博弈模型[J]. 中国管理科学, 2016, 22(S1):503-510 XIAO Xiangping, LI Jizi, RUAN Aping, et al. Dynamic game model of supply chain R&D subsidy under different cooperative modes[J]. Chinese management science, 2016, 22(S1):503-510
[10] 张福利, 郑迪. 下游企业为斯坦克尔伯格领导者的供应链合作研发策略研究[J]. 科技管理研究, 2007, 37(8):137-142 ZHANG Fuli, ZHENG Di. Research on supply chain cooperative r&d strategy of downstream enterprises led by steinkelberg[J]. Science and Technology Management Research, 2007, 37(8):137-142
[11] BERGER P D. Vertical cooperative advertising ventures[J]. The Journal of Marketing Research, 1972, 8:309-312
[12] BERGER P D. Statistical decision analysis of cooperative advertising ventures[J]. Operational research Quarterly, 1973, 24(2):207-216
[13] HUANG Z, LI S X. Co-op advertising models in manufacturer-retailer supply chains:a game theory approach[J]. European Journal of operational Research, 2001, 135:527-544
[14] HUANG Z, LI S X, MAHAJAN V. An analysisi of manufacturer-retailer chain coordination in cooperative advertising[J]. Decision Science, 2002, 33(3):469-494
[15] 梁樑, 余燕. 供应链中制造商与代理商广告合作的博弈[J]. 系统工程理论方法应用, 2004, 13(6):490-494 LIANG Liang, YU Yan. The game of cooperation between manufacturers and agents in supply chain[J]. Systems Engineering-Theory Methodology Application, 2004, 13(6):490-494
[16] 林映辉, 屠梅曾. 供应链企业间合作广告的博弈分析[J]. 上海大学学报(自然科学版), 2005, 11(4):436-440 LIN Yinhui, TU Meizeng. Game analysis of cooperative advertising among supply chain enterprises[J]. Journal of Shanghai University(Natural Science Edition), 2005, 11(4):436-440
[17] 杜军, 徐建, 刘凯. 基于演化博弈的供应链合作广告机制[J]. 系统工程, 2015, 33(1):108-115 DU Jun, XU Jian, LIU Kai. Cooperative advertising mechanism of supply chain based on evolutionary game[J]. Systems Engineering, 2015, 33(1):108-115
[18] 周艳菊, 鲍茂景, 陈晓红, 等. 基于公平关切的低碳供应链广告合作-减排成本分担契约与协调[J]. 中国管理科学, 2007, 25(2):121-129 ZHOU Yanju, BAO Maojing, CHEN Xiaohong, et al. Advertising cooperation and coordination of emission reduction cost sharing for low-carbon supply chain based on equity concerns[J]. Chinese Journal of Management Science, 2007, 25(2):121-129