两级供应链中合作广告的博弈分析

研究了由单一制造商和单一零售商组成的二级供应链的合作广告策略。采用博弈论方法构建了模型并结合数值仿真，在考虑制造商与零售商各自的广告成本的情形下，分别考察了非合作静态博弈、Stackelberg主从博弈以及Nash合作博弈下的最优广告策略。通过比较，得到了制造商和零售商选择合作情形下的广告水平、订货量和整条供应链收益均优于不合作情形的结论，制造商的全国性广告水平与自身的广告成本呈负相关，而与零售商的广告成本呈正相关，为供应链成员选择广告策略提供了理论依据。

A Game Approach to Cooperative Advertising in a Two-Stage Supply Chain

The cooperative advertising strategy is analyzed for a two echelon supply channel composed of a single manufacturer and a single retailer. To do so, game models are developed for it. Based on the models, the advertising cost for both manufacturer and retailer is analyzed under the optimal cooperative strategies of non cooperative static game, Stackelberg leader follower game, and Nash cooperative game, respectively. Results show that the advertising level, ordering quantity, and system profit obtained by cooperation are better than those without cooperation. In additional, the nationalwide advertising level is negatively related to the manufacturers advertising cost, whereas it is positively related to retailers advertising level. A numerical example is used to show the results.