| 考虑广告影响的随机需求环境下的供应链退货策略 |
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| 引用本文： | 陈旭.考虑广告影响的随机需求环境下的供应链退货策略[J].系统管理学报,2005,14(4):313-317. |
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| 作者姓名： | 陈旭 |
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| 作者单位： | 电子科技大学,管理学院,成都,610054 |
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| 基金项目： | 国家自然科学基金资助项目(70302014) |
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| 摘 要： | 对考虑广告影响的随机需求环境下的供应链退货策略进行了研究。运用报童模型进行了建模分析,得到了考虑广告影响的最优广告花费和零售商的最优订货量,讨论了顾客需求的随机性对广告花费的影响。通过分析发现:引入广告后,退货策略不再能够实现供应链的协调。文中对退货策略进行了修正,证明了退货和广告花费分担策略在引入广告后可以实现供应链的协调。
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| 关 键 词： | 广告 随机需求 退货策略 供应链协调 |
| 文章编号： | 1005-2542(2005)04-0313-05 |
| 修稿时间： | 2004年5月20日 |
Supply Chain Coordination under Return Policy with Advertising Dependent Demand |
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| CHEN Xu.Supply Chain Coordination under Return Policy with Advertising Dependent Demand[J].Systems Engineering Theory·Methodology·Applications,2005,14(4):313-317. |
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| Authors: | CHEN Xu |
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| Abstract: | Supply chain coordination under return policy with advertising dependent demand is studied in this paper. The optimal advertising spending and retailer's optimal order quantity are gained by modeling and analyzing via newsboy model, then the effect of demand variability on advertising spending is discussed. Through mathematical analysis, the insights are derived, that is, the return policy could not coordinate supply chain after considering the advertising effect. Based on modifying the return policy, the return and spending sharing policy can coordinate the supply chain after considering the advertising effect. |
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| Keywords: | advertising stochastic demand return policy supply chain coordination |
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