工业工程2011，Vol.14Issue(6)：6-9,4.
两级供应链中合作广告的博弈分析
A Game Approach to Cooperative Advertising in a Two-Stage Supply Chain
摘要
Abstract
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.关键词
供应链/合作广告/博弈/讨价还价Key words
supply chain/ cooperative advertising/ game theory/ bargaining分类
管理科学引用本文复制引用
石岿然,何平,肖条军..两级供应链中合作广告的博弈分析[J].工业工程,2011,14(6):6-9,4.基金项目
国家自然科学基金资助项目(71071075,70971060) （71071075,70971060）
