供应链动态合作广告策略

研究产品信誉受广告投入水平影响的供应链合作广告问题,建立具有广告投入水平抑制作用的产品信誉动态模型.通过哈密顿-雅可比-贝尔曼方程分别得到制造商和零售商在分散决策和集中决策下的最优广告策略以及在分散决策下制造商的最优合作广告参与率,比较发现,集中决策下制造商和零售商的最优广告投入水平高于分散决策下的相应值.设计了双边补贴策略来协调供应链.数值仿真实验验证了所得结论的正确性.

Dynamic cooperative advertising strategies for supply chain

The problem for a class of dynamic cooperative advertising in the supply chain with the impact of advertising effort level on brand goodwill is studied. Based on the advertising inhibitory effect, the dynamic model of the brand goodwill is presented. By applying the Hamilton-Jacobi-Bellman(HJB) equation, the optimal advertising strategies are obtained under the decentralized and centralized decision conditions. The optimal advertising cost sharing rate is given under the decentralized decision. The comparison between the two scenarios shows that the optimal advertising effort levels of manufacturer and retailer under the centralized decision are higher than these under the decentralized decision. The two-way subsidy policy is proposed to coordinate the supply chain. The numerical simulation results show the correctness.