系统管理学报2011，Vol.20Issue(3)：263-268,6.
随机需求条件下供应链的广告合作
Cooperative Advertising in Supply Chain under Demand Uncertainty
摘要
Abstract
This paper studies advertising strategy in a two-echelon supply channel with single manufacturer and single retailer. When the market demand is uncertain, the manufacturer's and retailer's optimal advertising strategies of Stackelberg game and Nash cooperative game are investigated, respectively. It is shown that all the advertising level, ordering quantity and system profit when the members choose cooperative strategy are larger than those without cooperation. In Stackelberg game, the manufacturer would provide a potion of retailer's advertising level under a certain condition. Further, the result that cooperative game equilibrium has more Pareto advantage over non-cooperative game equilibrium is presented, and the surplus is distributed by Rubinstein bargaining model. Finally, numerical examples are given to illustrate and verify the conclusions.关键词
供应链/合作广告/博弈/讨价还价Key words
supply chain/cooperative advertising/game/bargaining分类
经济学引用本文复制引用
石岿然,何平,肖条军..随机需求条件下供应链的广告合作[J].系统管理学报,2011,20(3):263-268,6.基金项目
国家自然科学基金资助项目(71071075,70671055) （71071075,70671055）
