| 需求不确定下供应链合作广告的博弈分析 |
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| 引用本文： | 吴文清,赵黎明,刘嘉焜.需求不确定下供应链合作广告的博弈分析[J].软科学,2006,20(2):24-26,30. |
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| 作者姓名： | 吴文清 赵黎明 刘嘉焜 |
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| 作者单位： | 天津大学,管理学院,天津,300072 |
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| 摘 要： | 充分考虑市场需求的不确定,建立供应链垂直合作广告的博弈分析模型,博弈模型能同时考察供应链中制造商和零售商的合作以及零售商的存货水平。针对制造商和零售商在供应链中的不同地位,探讨了在Stackelberg和Nash均衡下,双方的最佳广告水平以及合作策略,得到了零售商的存货水平以及与广告合作及广告水平的关系,指出零售商的存货水平与广告合作及广告水平无关。
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| 关 键 词： | 制造商 零售商 博弈论 合作广告 |
| 文章编号： | 1001-8409（2006）02-0024-03 |
| 收稿时间： | 2005-10-26 |
| 修稿时间： | 2005-10-26 |
Game Analysis of Cooperative Advertising under Demand Uncertainty |
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| WU Wen-qing,ZHAO Li-ming,LIU Jia-kun.Game Analysis of Cooperative Advertising under Demand Uncertainty[J].Soft Science,2006,20(2):24-26,30. |
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| Authors: | WU Wen-qing ZHAO Li-ming LIU Jia-kun |
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| Institution: | School of Management Tianjin University, Tianjin, 300072 |
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| Abstract: | Considering the impact of demand uncertainty,this article extends vertical cooperative advertising models.The extended model can study the cooperation of the manufacturer and retailer and the retailer's stock level,argues the cooperative level and cooperative strategy of manufacture and retailers under Stackelberg equilibrium and Nash equilibrium.Then it takes the retailers' stock level into account and indicates that it has nothing to do with advertising cooperation and advertising level. |
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| Keywords: | manufacturer retailer game theory cooperative advertising |
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