宏記碩士論文供應鏈中動態合作廣告契約研究題目摘要和關鍵詞 今天小豆培訓網學歷教育小編就來給大家簡單介紹一下。
分享興趣，傳播快樂，增長見聞，留下美好。
親愛的您，
這里是LearingYard學苑！
今天小編為大家帶來《供應鏈中的動態合作廣告契約研究》題目、摘要和關鍵詞。
歡迎您的用心訪問！
本期推文閱讀時長大約5分鐘，請您耐心閱讀。
Share interest, spread happiness,
increase knowledge, and leave beautiful.
Dear you,
this is the LearingYard Academy!
Today I bring you Title, Abstract and Keywords of the Study of Dynamic Cooperative Advertising Contracts in Supply Chains.
Welcome your visit!
The reading time of this tweet is about 5 minutes, please read it with patience.
本期推文將本通過思維導圖，精讀內容，知識補充三個板塊，展示期刊論文《供應鏈中的動態合作廣告契約研究》題目、摘要和關鍵詞，介紹相關名詞的定義，請讀者跟著小編一起來學習吧！
This tweet will Ben through the mind map, intensive reading content, knowledge supplement three panels, show the journal paper "dynamic cooperative advertising contract research in the supply chain" title, abstract and keywords, introduce the definition of relevant terms, please readers follow the editor to learn it!
?
思維導圖
?
關鍵詞定義
微分博弈：指在時間連續的系統內，多個參與者進行持續的博弈，力圖最優化各自獨立、沖突的目標，最終獲得各參與者隨時間演變的策略并達到納什均衡，即任何參與者都沒有單獨改變策略的意愿。換一種說法就是研究兩個以上博弈者的控制作用，同時施加于一個由微分方程描述的運動系統，實現各自最優目標的決策過程的理論。
要素品牌戰略：指為某些品牌成品中必不可缺的材料、元素或部件等構成要素所制定品牌的戰略。實施此戰略的目的是生產商和成品制造商希望改變其產品無人知曉、容易被替代的窘境，實現差異化，從而達到溢價的目的。
參考價格效應：商品的價格相比消費者認知的其他替代商品越高， 消費者對價格就越敏感。反之，消費者則對價格不敏感。
垂直供應鏈：通常形容企業的商業模式，指的是企業即作為供應商，又作為制造商，將業務集成，集團公司可以監控整個供應鏈的運營。
縱向、橫向供應鏈：縱向指企業掌控的生產商，原料供應商，產品銷售商形成的鏈條。橫向供應鏈指與自己產品相關的同行企業。
Differential games: refers to a continuous game in a time-continuous system in which multiple players play to try to optimize their independent, conflicting goals, and eventually obtain the strategies of each player that evolve over time and reach a Nash equilibrium, i.e., no player has the will to change his or her strategy individually. Put differently, it is a theory that studies the decision making process in which the control roles of two or more players of a game are simultaneously imposed on a system of motion described by differential equations to achieve their respective optimal goals.
Elemental branding strategy: A branding strategy for certain materials, elements or components that are essential to the finished brand. The purpose of this strategy is to differentiate and achieve a price premium for producers and manufacturers of finished products who wish to change the dilemma that their products are unknown and easily substituted.
The reference price effect: the higher the price of a good compared to other alternatives perceived by consumers, the more price sensitive the consumer is. Conversely, consumers are not price sensitive.
Vertical supply chain: Usually describes the business model of a company, which means that the company acts as a supplier and a manufacturer, integrating its business, and the group company can monitor the operation of the whole supply chain.
Vertical and horizontal supply chain: Vertical refers to the chain formed by manufacturers, raw material suppliers, and product sellers controlled by the company. Horizontal supply chain refers to the peer companies related to their own products.
?
知識補充
隨著經濟的發展，現代企業想要更好的生存，首先要保持足夠的競爭力，適當進行縱向一體化和橫向一體化，那么橫縱一體化是什么意思呢？
橫縱一體化需要分開理解，橫向一體化指為了擴大生產規模、降低成本、鞏固企業市場地位、提高核心競爭力而與同行企業進行聯合的戰略。橫向一體化的目的是，使資本在同一產業和部門內的集中，實現擴大規模、降低產品成本、鞏固市場地位。
縱向一體化指企業將生產與原料供應或產品銷售聯合在一起的戰略形勢。縱向一體化目的是，為了加強核心企業對原材料供應、產品制造、分銷和銷售全過程的控制，使企業能夠在市場競爭中掌握主動。
而企業決定執行哪種戰略需要根據企業的經營情況，所處行業環境等等因素決定，下面列舉橫向和縱向一體化的部分優缺點。
橫線一體化適用于行業競爭較為激烈、規模經濟顯著。缺點是企業文化不同使管理成本增加，產品質量難以保證，協調關系復雜。
縱向一體化適用于企業當前的分銷商或零售商獲利豐厚。在這種情況下，企業通過前向一體化可以在銷售自身產品的過程中獲得豐厚利潤，同時給出自身產品具有競爭力的價格等等。
With the development of the economy, modern enterprises want to survive better, first of all, to maintain sufficient competitiveness, appropriate vertical integration and horizontal integration, so what is the meaning of Horizontal and vertical integration?
Horizontal and vertical integration needs to be understood separately. Horizontal integration refers to the strategy of joining with peer companies in order to expand production scale, reduce costs, consolidate the company's market position and improve core competitiveness. The purpose of horizontal integration is to make the concentration of capital within the same industry and sector to achieve expansion of scale, reduction of product cost, and consolidation of market position.
Vertical integration refers to a strategic situation in which a company unites production with raw material supply or product sales. The purpose of vertical integration is to strengthen the core enterprise's control over the whole process of raw material supply, product manufacturing, distribution and sales, so that the enterprise can take the initiative in the market competition.
The decision of which strategy to implement needs to be determined by the business situation, the industry environment in which the company operates, and other factors. Some of the advantages and disadvantages of horizontal and vertical integration are listed below.
Horizontal integration is suitable for more competitive industries and significant economies of scale. The disadvantages are that different corporate cultures make management costs increase, product quality is difficult to ensure, and coordination relationships are complicated.
Vertical integration applies when the firm's current distributors or retailers are profitable. In this case, the company can make a good profit in selling its own products through forward integration, while giving competitive prices for its own products, etc.
今天的分享就到這里了。
如果您對今天的文章有獨特的想法，
歡迎給我們留言，
讓我們相約明天。
祝您今天過得開心快樂！
That's it for today's sharing.
If you have a unique idea about today’s article,
welcome to leave us a message,
let us meet tomorrow.
I wish you a happy day today!
參考資料：DeepL翻譯，知乎，百度百科
參考文獻：張娟. 供應鏈中的動態合作廣告契約研究[D].中國科學技術大學,2014.
本文由LearningYard學苑整理發出，如有侵權請在后臺留言！
LearningYard學苑
文字 | clear
排版| clear
審核| 任務達人
