供应链中制造商与代理商广告合作的博弈

供应链中为了做好产品的销售工作,往往要对产品进行有效的宣传,有一个对制造商与代理商都适宜的广告宣传计划。而在以往的文献中,研究的重点往往基于这样一种关系,制造商处于主导地位,代理商处于从属地位。随着市场的发展,制造商与代理商在广告宣传中的地位发生了变化,代理商可能已经等于甚至超越了制造商在广告宣传中所发挥的作用。本文运用博弈的方法,分别以制造商和代理商为主进行分析,得出不同情况下的最优广告策略。

Game Analyses of Cooperative Advertising in Manufacturer-Agent Supply Chains

In order to make good selling, it is necessary to have an advertising plan about sales promotion for manufacturer and agent to take effective advertising for products. In the literature of cooperative advertising, the focus of research is on a relationship in which a manufacturer is the leader and agents are followers. With the development of market, there is a shift of sales power from manufacturers to agents. Agents have equal or even greater power than a manufacturer. This paper utilizes game approach to analyze it respectively based on manufacturers and agents and gets optimal advertising strategy.