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针对一个制造商与多个竞争性零售商组成的供应链系统,研究了需求不确定的情况下,处于主方的制造商的最优品牌广告投入水平、地方性广告投入补贴费用,以及作为从方的多个具有关联性(竞争)的零售商的最佳地方性广告投入和订货问题。建立了合作广告的主从对策模型,证明了均衡解的存在,并给出了优化模型的求解算法。最后以一个制造商和两个零售商为例进行了数值实验,分析了参数变化对最优策略的影响。
For a supply chain system consisting of one manufacturer and several competing retailers, the optimal brand advertisement input level of the manufacturer in the main party, the cost of local advertising investment subsidy, Side of the multiple retailers with the relevance (competition) of the best local advertising investment and ordering issues. The master-slave countermeasure model of cooperative advertisement is established, which proves the existence of equilibrium solution and gives the algorithm of solving optimization model. Finally, a numerical experiment with one manufacturer and two retailers is carried out, and the influence of the parameter variation on the optimal strategy is analyzed.