摘要
研究了1个制造商和多个零售商组成的供应链系统,在需求不确定情况下的合作广告策略、零售商订货策略,以及供应链渠道协调问题,建立了制造商和零售商在分散式和集中式系统下的合作广告模型,设计了包含广告补贴契约、产品回购契约在内的联合契约,给出了分散系统实现渠道协调的必要条件以及契约参数的确定方法。最后以1个制造商和2个零售商为例进行了数值实验,分析了参数变化对最优策略和联合契约的影响。
Cooperative advertising strategy, retailer＇ s order policy and channel coordination problem of a supply chain system formed by one manufacturer and multi-retailers was studied under uncertain demand. Cooperative advertising models under both a decentralized system and centralized system were given, and the combined contract including advertising allowance contract and buy back contract were put forward. The necessary condition to ensure channel coordination and the method to get the optimal contract parameters were given. Finally, a numerical example was carried out based on one manufacturer and two retailers, and the influence caused by parameter variances on the optimal strategy and combined contract were analyzed.
出处
《山东大学学报（理学版）》
CAS
CSCD
北大核心
2008年第1期107-112,共6页
Journal of Shandong University(Natural Science)
关键词
供应链
合作广告
渠道协调
联合契约
supply chain
cooperative advertising
channel coordination
combined contract
