网络外部性下具广告效应的供应链模型分析-analysis of supply chain model with advertising effect under network externalities.docxVIP

暨南大学研究生论文 暨南大学研究生论文 PAGE PAGE VI ABSTRACT With the development of information technology and internet economy, network externality becomes more and more prevalent in different products and services. Before making purchase decisions, buyers estimate how many products are used currently. The estimation would exercises some influence on the demand. Impact of demand fluctuation reaches every participant along with the supply chain. Therefore, members of the supply chain need take this impact into consideration before making business decisions. Using game theory, this paper builds supply chain game model with network externality effect and advertisement effect, and analyze the impact network externality has on that model. This paper focuses on two issues :(1) supply chain game model with three different market dominant forces,(2)supply chain coordination with dealer network externality and advertisement effect. As for the issue on supply chain game model with three different market dominant forces, firstly, this paper builds centralized decision model as basis for further analysis. Secondly supply chain game model with three different market dominant forces and under the condition of decentralized decision is built. Thirdly, wholesale price, order quantity, advertisement input and profit of supply chain members for different models are compared, And also, this paper discuss in different models the impact network externality has on decision variables and profit function. As for the issue on supply chain coordination with dealer network externality and advertisement effect, firstly this paper builds centralized decision model as basis for further analysis. Secondly, This paper builds decentralized decision model, discusses the effect network externality has on equilibrium for these two type of models and whether network externality intensifies double marginalization. And finally, advertising cooperation contract is introduced. Key words: network externality, advertising