成本扰动与广告协同下的供应链协调

被引：15

作者：

肖人彬

余睿武

机构：

[1] 华中科技大学系统工程研究所

来源：

计算机集成制造系统 | 2011年 / 17卷 / 10期

关键词：

广告协同效应; 市场需求; 收益共享契约; 成本扰动; 供应链;

D O I：

10.13196/j.cims.2011.10.158.xiaorb.015

中图分类号：

F224 [经济数学方法]; F713.8 [广告]; F274 [企业供销管理];

学科分类号：

0701 ; 070104 ; 050302 ; 1403 ; 1201 ;

摘要：

为了最大化集权供应链与分权供应链的收益,当市场零售价格与广告协同效应共同影响市场需求时,分别建立生产成本无扰动和存在扰动时的供应链系统协调模型。运用最优化决策方法,论证和分析成本扰动发生前与发生时的最优零售价格、最优广告支出和最优市场需求量,并设计包括最优批发定价策略的收益共享机制来协调渠道。理论分析和研究结果表明,最优售价和最优市场需求量取值在成本扰动鲁棒范围内不变,在成本扰动鲁棒范围以外会波动,然而最优批发价取值与成本扰动幅度成正比。数值仿真例子和图形验证了成本扰动与最优决策变量间的非线性关系。

引用

页码：2248 / 2255

页数：8

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