摘要
考虑了由单个制造商两个零售商所组成的供应链生产销售Newsvendor型产品的合作广告问题.分析了制造商的品牌广告投入及两个竞争零售商的地方促销广告投入对每个零售商需求的影响,分别给出了分散决策和一体化决策下制造商的最优广告投入,两个竞争零售商的最优地方促销广告投入及销售期初的最优订购批量,利用利润共享契约使得供应链达到协调,并从供应链各成员风险偏好的角度对渠道收益的分配问题进行了探讨.
This paper explores the cooperative advertising problem by considering the situation where a manufacturer sells its product through two competing retailers facing Newsvendor problem. The effect of brand name investment and local advertising expenditures on each retailer＇s demand, and the influence of competition between the retailers on each member＇s optimal advertising policy are analyzed. The optimal brand name investment of the manufacturer, the optimal local advertising expenditures, and the optimal order quantity of two competing retailers under decentralized and centralized decision-making are given, respectively. Finally, a profit-sharing contract to coordinate the supply chain is presented, and how to share the supply chain＇s increased profit among the supply chain members is discussed from the angle of risk preference.
出处
《系统工程学报》
CSCD
北大核心
2011年第2期203-210,共8页
Journal of Systems Engineering
基金
国家自然科学基金资助项目(71072165
70771034
70631003
70971041)
高等学校全国优秀博士论文作者专项基金资助项目(200565)
合肥工业大学校基金资助项目(081103F)
关键词
随机需求
订购批量
合作广告
供应链协调
stochastic demand
order quantity
cooperative advertising
supply chain coordination
作者简介
周永务（1961—），男，安徽庐江人，博上，教授，博士生导师，研究方向：库存控制与优化、物流与供应链管理；
王圣东（1974-），男，安徽肥东人，博士，副教授，研究方向：库存控制与优化、物流与供应链管理．
