考虑制造商和电商平台自有品牌竞争的公益营销决策研究

doi:10.16381/j.cnki.issn1003-207x.2023.0323

摘要/Abstract

摘要：

公益营销是企业履行社会责任的重要途径之一。本文以制造商和电商平台组成的两级供应链为研究对象，通过构建代理和转售模式下制造商品牌与电商平台自有品牌实施公益营销的博弈模型，比较研究了不同销售模式下供应链内品牌存在竞争情形下的公益营销决策问题。研究发现：代理模式下，制造商品牌和电商平台自有品牌都实施公益营销或者仅制造商品牌实施公益营销都有可能形成均衡策略；转售模式下，两种品牌都实施公益营销是唯一均衡策略。代理模式下，制造商品牌单位捐赠金额最小；转售模式下，制造商品牌和电商平台自有品牌单位捐赠金额相同，且两种品牌都实施公益营销更有利于电商平台。两种品牌在不同销售模式下都实施公益营销且佣金费率较小时，制造商品牌实施公益营销效果优于转售模式；结合数值分析发现，电商平台自有品牌在转售模式下实施公益营销效果始终优于代理模式。相关结论为非营利性组织选择合作企业以及政府制定相关政策提供了理论依据。

关键词: 公益营销, 代理和转售, 温情效应, 定价, 捐赠

Abstract:

Cause marketing （CM） is one of the important ways for enterprises to fulfil their social responsibilities.With the rapid development of e-commerce， more and more manufacturers have begun to develop their online sales channels and compete with private brand of e-commerce platforms. The implementation of CM by enterprises can increase brand competitiveness， so more enterprises are implementing CM. When competitive manufacturer's brand and the e-commerce platform's private brand sell in the market， should they implement CM， and how should they make pricing and donation decisions？The two-level supply chain composed of manufacturer and e-commerce platform is taken as the research object. It compares and studies the CM decision problems under the condition that the brands in the supply chain are competitive under different sales modes by constructing a game model for implementing CM between the manufacturer's brand and the e-commerce platform's private brand under the agency and reselling modes. It is found that under the agency mode， both the manufacturer's brand and the e-commerce platform's private brand implement CM， or only the manufacturer's brand implements CM， which may form a balanced strategy. Under reselling mode， implementing CM for both brands is the only balanced strategy. Under the agency mode， the manufacturer's brand unit donation amount is the smallest. Under the reselling mode， the unit donation amount of the manufacturer's and the e-commerce platform's private brands is the same. Implementing CM for both brands is more conducive to the e-commerce platform. When both brands implement cause marketing under different sales models with lower commission rates， the manufacturer's brand's implementation of cause marketing is more effective than the reselling model. Combining with numerical analysis， it is found that the private brand of e-commerce platform implements CM under the reselling mode is more effective than the agency mode. In addition， by comparing the total amount of donations and the size of social welfare under different sales modes， the relevant conclusions also provide a lot of theoretical bases for non-profit organizations to choose cooperative enterprises and for the government to formulate appropriate policies.

Key words: cause marketing, agency and reselling, warm glow effect, pricing, donation

中图分类号:

F270

吴传良,田中俊,陈静. 考虑制造商和电商平台自有品牌竞争的公益营销决策研究[J]. 中国管理科学, 2025, 33(11): 275-287.

Chuanliang Wu,Zhongjun Tian,Jing Chen. Research on Cause Marketing Decision Considering the Competition of Manufacturer and E-commerce Platform's Private Brand[J]. Chinese Journal of Management Science, 2025, 33(11): 275-287.

图/表 11

图1

表1

相关符号及含义"

符号	描述
$p$	零售价格
$w$	批发价格
$d$	单位捐赠金额
$v$	消费者对产品的感知价值
$λ$	佣金费率
$q$	电商平台自有品牌知名度，也称为品牌异质性程度， $q$ 越小品牌异质性程度越大
$μ$	温情效应敏感系数，另外，行文过程中，为了方便表达函数关系，本文也经常称 $μ 2$ 为温情效应敏感系数
$D$	市场需求函数
$T$	捐赠总金额，其为单位捐赠金额与产品需求量的乘积
$π$	利润
$S W$	社会福利

表1

表2

制造商品牌和电商平台自有品牌产品市场需求量"

策略	成立条件	$D m$	$D e$
NN	$p e < q p m$	$1 - p m - p e 1 - q$	$p m - p e 1 - q - p e q$
NN	其他	$1 - p m$	0
CN	$p e < q p m - q γ d m$	$1 - p m - p e - γ d m 1 - q$	$p m - p e - γ d m 1 - q - p e q$
CN	其他	$1 - p m + γ d m$	0
NC	$p m + γ d e + q - 1 < p e < q p m + γ d e$	$1 - p m - p e + γ d e 1 - q$	$p m - p e + γ d e 1 - q - p e - γ d e q$
	$p e ≤ p m + γ d e + q - 1$	0	$1 - p e + γ d e$
	其他	$1 - p m + γ d m$	0
CC	$p m + γ d e - γ d m + q - 1 < p e < q p m + γ d e - q γ d m$	$1 - p m - p e + γ d e - γ d m 1 - q$	$p m - p e + γ d e - γ d m 1 - q - p e - γ d e q$
	$p e ≤ p m + γ d e - γ d m + q - 1$	$1 - p m + γ d m$	0
	其他	$1 - p m + γ d m$	0

表2

表3

代理模式下不同公益营销策略最优决策结果"

策略	成立条件	产品	$p A *$	$d A *$
ANN	/	M	$2 1 - λ 4 - q - λ q$	0
ANN	/	E	$1 + λ 1 - q q 4 - q - λ q$	0
ACN	$0 ≤ μ 2 < m i n 4 1 - q 1 + 3 λ - 2 λ q, 1$	M	$4 1 - q + 1 - λ 3 - q μ 2 2 4 - q - λ q$	$(1 - λ) 2 μ 2 4$
	$0 ≤ μ 2 < m i n 4 1 - q 1 + 3 λ - 2 λ q, 1$	E	$4 1 + λ 1 - q q - 1 - λ 3 λ - 1 q μ 2 4 4 - q - λ q$	0
	$m i n 4 1 - q 1 + 3 λ - 2 λ q, 1 ≤ μ 2 ≤ 1$	M	$18 4 + 3 1 - λ μ 2$	$(1 - λ) 2 μ 2 4$
	$m i n 4 1 - q 1 + 3 λ - 2 λ q, 1 ≤ μ 2 ≤ 1$	E	0	0
ANC	$0 ≤ μ 2 < m i n 8 - 8 q, 1$	M	$8 - 8 q - μ 2 4 4 - q - λ q$	0
	$0 ≤ μ 2 < m i n 8 - 8 q, 1$	E	$3 μ 2 + 1 + λ q 2 - 2 q - μ 2 2 4 - q - λ q$	$μ 2 4$
	$m i n 8 - 8 q, 1 ≤ μ 2 ≤ 1$	M	0	0
	$m i n 8 - 8 q, 1 ≤ μ 2 ≤ 1$	E	$18 4 + 3 μ 2$	$μ 2 4$
ACC	$(1 - q + q - 1) / q ≤ λ < 1$ 且 $0 ≤ μ 2 < m i n 8 - 8 q (2 λ + 1 - λ) 2 q - 1, 1$ 或 $0 < λ < (1 - q + q - 1) / q$ 且 $0 ≤ μ 2 ≤ 1$	M	$8 1 - q + 5 - 2 λ 3 - q + 2 q μ 2 4 4 - q - λ q$	$(1 - λ) 2 μ 2 4$
ACC		E	$4 1 - q q 1 + λ + 6 - 3 + λ 3 λ - 2 q μ 2 4 4 - q - λ q$	$μ 2 4$
	$- 1 + 1 - q + q q ≤ λ < 1 且 m i n 8 - 8 q (2 λ + 1 - λ) 2 q - 1, 1 ≤ μ 2 ≤ 1$	M	0	0
		E	$18 4 + 3 μ 2$	$μ 2 4$

表3

图2

表4

转售模式下不同公益营销策略最优决策结果"

策略	成立条件	产品	$p R *$	$w R *$	$d R *$
RNN	/	M	$3 - q 4$	$1 - q 2$	0
RNN	/	E	$q 2$	/	0
RCN	$0 ≤ μ 2 ≤ m i n {4 1 - q$ ,1}	M	$12 - 4 q + 7 μ 2 16$	$4 - 4 q + 3 μ 2 8$	$μ 2 4$
	$0 ≤ μ 2 ≤ m i n {4 1 - q$ ,1}	E	$q 2$	/	0
	$m i n 4 1 - q, 1 < μ 2 ≤ 1$	M	$34 + 7 μ 2 16$	$4 + 3 μ 2 8$	$μ 2 4$
	$m i n 4 1 - q, 1 < μ 2 ≤ 1$	E	0	/	0
RNC	$0 ≤ μ 2 ≤ m i n 4 1 - q, 1$	M	$12 - 4 q - μ 2 16$	$4 - 4 q - μ 2 8$	0
	$0 ≤ μ 2 ≤ m i n 4 1 - q, 1$	E	$4 q + 3 μ 2 8$	/	$μ 2 4$
	$m i n 4 1 - q, 1 < μ 2 ≤ 1$	M	/	/	0
	$m i n 4 1 - q, 1 < μ 2 ≤ 1$	E	$4 + 3 μ 2 8$	/	$μ 2 4$
RCC	/	M	$6 - 2 q + 3 μ 2 8$	$2 - 2 q + μ 2 4$	$μ 2 4$
RCC	/	E	$4 q + 3 μ 2 8$	/	$μ 2 4$

表4

图3

图4

图5

图6

图7

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