| 供应链竞争下基于微分对策的合作广告模型 |
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| 引用本文： | 聂佳佳.供应链竞争下基于微分对策的合作广告模型[J].系统管理学报,2011,20(5). |
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| 作者姓名： | 聂佳佳 |
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| 作者单位： | 西南交通大学经济管理学院,成都,610031 |
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| 基金项目： | 国家自然科学基金重大项目(71090402); 教育部人文社会科学研究青年基金资助项目(10YJC630183); 中央高校基本科研业务专项资助(SWJTU11BR059) |
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| 摘 要： | 利用微分对策理论研究了供应链竞争下的合作广告问题,构建了一个微分对策模型.在非对称的供应链情形下,运用汉密尔顿雅可比-贝尔曼方程求得了Stackelberg博弈下均衡的广告投入和广告分担比例,给出了零售商市场份额的计算公式.在对称的供应链情形下,得到了制造商对零售商进行广告补贴的一个充分条件,同时发现,市场中只有2家或3家零售商时总能保证他们得到正利润,一旦零售商数量增多则不能保证.
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| 关 键 词： | 供应链 合作广告 广告竞争 微分对策 Stackelberg博弈 汉密尔顿-雅可比-贝尔曼方程 |
Cooperative Advertising Model with Competing Supply Chains with Differential Game |
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| NIE Jia-jia.Cooperative Advertising Model with Competing Supply Chains with Differential Game[J].Systems Engineering Theory·Methodology·Applications,2011,20(5). |
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| Authors: | NIE Jia-jia |
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| Institution: | NIE Jia-jia(School of Economics and Management,Southwest Jiaotong University,Chengdu 610031,China) |
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| Abstract: | This paper studies cooperative advertising for competing supply chains and a differential game model is developed.In symmetry supply chain,the equilibrium advertising,advertising cost sharing rate and market share of the retailer are obtained in Stackelberg game with Hamilton-Jacobi-Bellman equation.In asymmetry supply chain,it obtains the sufficient condition that the manufacturer offers advertising support to the retailer.Meanwhile,the retailers could increase its profit in cases of duopoly and triopoly b... |
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| Keywords: | supply chain cooperative advertising advertising competition differential game stackelberg game hamilton-jacobi-bellman equation |
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