工业工程Issue(5)：47-55,9.DOI:10.3969/j.issn.1007-7375.2015.05.008
闭环供应链广告协调机制研究
A Research on Advertising Coordination Mechanism of Closed-loop Supply Chain
摘要
Abstract
In order to study price decision and advertising coordinate strategy , the closed-loop supply chains are divided into two cases including the retailer recycling and manufacturer recycling .With the impact of advertising for market demand and recycling , by using the game theory, two mathematical models are established .The results show that the manufacture recycling mode is conducive to the retailer, and retailer recycling mode helps the manufacturer.Compared with retailer recovery, the share proportion of advertising costs of the retailer is smaller than from manufacturer recovery .The retailer advertising share proportion of manufacturer recovery is negatively correlated with the advertising recovery efficiency factor , and positively correlated with the advertising and marketing efficiency factor.The retailer advertising share proportion of retailer recovery has nothing to do with the cost of advertising marketing efficiency factor , and recovery efficiency factor .At last the related conclusion is proved through simulation .This research provides coordination strategies under different recycling modes with closed-loop supply chain advertising marketing and recovery efficiency varying .关键词
广告/闭环供应链/博弈/协调Key words
advertising/closed-loop supply chain/game theory/coordination分类
管理科学引用本文复制引用
谭建,王先甲..闭环供应链广告协调机制研究[J].工业工程,2015,(5):47-55,9.基金项目
国家自然科学基金资助项目（71231007，71071119）；贵州省科学技术基金资助项目（黔科合J字［2013］2085号）；贵州省教育厅自然科学基金招标项目（黔教合KY字［2014］264）；贵州省教育厅人文社会科学自筹项目 （）
