系统管理学报2017，Vol.26Issue(6)：1168-1175,8.
双渠道供应链中制造商与零售商合作广告协调模型
Coordination Model for Cooperative Advertising between Manufacturers and Retailers in Dual-channel Supply Chain
摘要
Abstract
We build a stochastic differential game model to handle the cooperative advertising problem in a dual-channel supply chain where the channel conflicts between manufacturer's electronic direct channel and retailer's traditional channel.By applying Hamilton-Jacobi-Bellman equation,the equilibrium advertising investment quantity and advertising cost sharing proportion have been solved under centralized and decentralized decision settings,respectively.The results show that,the cooperative advertising decisions of supply chain members are not only related to the margin profits of channels,but also dependent on the impact of retailer's local advertising effort on electronic direct channel simultaneously.Through comparing the profits of supply chain system under centralized setting with those under decentralized setting,a Bilateral-advertising-cost-sharing contract is proposed to coordinate the dual-channel supply chain in which both the manufacturer and the retailer share each other's advertising costs.Numerical experiments have been conducted to verify the aforementioned conclusions in the paper.关键词
双渠道供应链/合作广告/微分对策/Stackelberg博弈Key words
dual-channel supply chain/cooperative advertising/differential game/Stackelberg game分类
管理科学引用本文复制引用
陈国鹏,张旭梅,肖剑..双渠道供应链中制造商与零售商合作广告协调模型[J].系统管理学报,2017,26(6):1168-1175,8.基金项目
国家自然科学基金资助项目(71172084) （71172084）
国家科技支撑计划资助项目(2012BAF12B09) （2012BAF12B09）
