| 回购激励和广告投入下的供应链协调研究 |
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| 引用本文： | 马士华,周奇超,关旭.回购激励和广告投入下的供应链协调研究[J].工业工程与管理,2011,16(5):16-21. |
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| 作者姓名： | 马士华 周奇超 关旭 |
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| 作者单位： | 华中科技大学管理学院,湖北武汉,430074 |
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| 基金项目： | 国家自然科学基金资助项目(71072035) |
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| 摘 要： | 在假设零售商的广告投入能提高需求期望但不会增加需求方差的前提下,以供应链的最大期望利润为目标,针对由单一供应商和单一零售商所组成的两级供应链,运用Stackelberg博弈方法,分别研究了在有无广告投入的条件下,集中式和分散式决策两种模式下的零售商的最优订货量和最佳广告投入的决策,并探讨了供应商销售奖励的回购契约协调机...
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| 关 键 词： | 广告投入 博弈 销售激励 协调 |
Research on the Supply Chain Coordination of the Incentive Buyback Contract and Advertising Investment |
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| MA Shi-hua,ZHOU Qi-chao,GUAN Xu.Research on the Supply Chain Coordination of the Incentive Buyback Contract and Advertising Investment[J].Industrial Engineering and Management,2011,16(5):16-21. |
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| Authors: | MA Shi-hua ZHOU Qi-chao GUAN Xu |
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| Affiliation: | MA Shi-hua,ZHOU Qi-chao,GUAN Xu(School of Management,Huazhong University of Science & Technology,Wuhan 430074,China) |
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| Abstract: | Assuming that the retailer's advertising investment can improve the demand expectation but not increase demand variance,in a single vendor and a single retailer composed of two levels of the supply chain,aiming at maxing the supply chain expected profit,using two-echelon Stackelberg game method,under with and without advertising investment conditions,centralized and decentralized decision making two modes of optimal order quantity and retailer best advertising investment decisions were studied,and the repur... |
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| Keywords: | advertising investment stackelberg game sales incentive coordination |
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