| 制造商竞争环境下的广告策略 |
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| 引用本文： | 谢妮. 制造商竞争环境下的广告策略[J]. 纺织高校基础科学学报, 2010, 23(1): 26-28,38 |
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| 作者姓名： | 谢妮 |
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| 作者单位： | 西北工业大学研究生院,陕西,西安,710072 |
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| 摘 要： | 考虑供应链系统中的广告合作问题.利用微分对策的方法研究了在2个制造商竞争环境下2个品牌的3种广告策略,并通过比较2个品牌的广告策略都不合作,只有一个合作以及2个都合作等3种情况下的广告策略,从而得出2个品牌都选择合作广告的原因在于合作广告能够提高利润.
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| 关 键 词： | 供应链 竞争 合作广告 微分对策 |
Advertisement strategy for manufacturer in competition environment |
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| XIE Ni. Advertisement strategy for manufacturer in competition environment[J]. Basic Sciences Journal of Textile Universities, 2010, 23(1): 26-28,38 |
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| Authors: | XIE Ni |
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| Affiliation: | XIE Ni (Graduate School, Northwestern Polytechnical University, Xi＇an 710072,China) |
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| Abstract: | For the problem of the cooperative advertising program in a supply chain, three advertisement strategies for two brands are analyzed by the method of differential games. The advertisement strategies for these two brands have three cases： the advertisement strategies dont cooperate; only one strategy works; these two strategies cooperate with each other. By comparing the results of these strategies, the conclusion has been reached that the cooperative advertising may enhance the profits. |
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| Keywords: | supply chain competition cooperative advertising differential games |
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