摘要
针对供应链系统中竞争环境下制造商和零售商的合作广告策略问题,利用微分对策理论构建动态模型,运用动态规划原理和最优控制理论分别研究得出了在2个通道都不合作,一个通道合作另一个通道非合作,2个通道都合作3种情况下的广告策略.将结果进行比较,得出在竞争环境下,为获取最大的销售利润,2个通道都应选择合作广告.
For the problem of the cooperative advertising program with manufacturers and retailers in a competitive environment in a supply chain, a dynamic model was constructed by using differential games. The three advertising strategies of two channels are studied by using dynamic prograrmning principle and optimal control theory in a competitive environment： both of the two channels are non-cooperative, one channel is cooperative and the other one is non-cooperative, both of the two channels are cooperative. Then the results are compared and one conclusion is achieved that both of the two channels should choose the cooperative advertising program.
出处
《纺织高校基础科学学报》
CAS
2009年第3期404-408,共5页
Basic Sciences Journal of Textile Universities
关键词
供应链
竞争环境
合作广告策略
微分对策
马尔可夫纳什均衡
通道合作
supply chain
competitive environment
cooperative advertising program
differential games
Markovian Nash equilibria
channel coordination
