| 基于合作广告的零售商订货策略与渠道协调问题研究 |
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| 引用本文： | 陆媛媛,李明芳.基于合作广告的零售商订货策略与渠道协调问题研究[J].山东大学学报(理学版),2008,43(1):107-112. |
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| 作者姓名： | 陆媛媛 李明芳 |
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| 作者单位： | 1. 吉林师范大学数学学院,吉林,四平,136000;中国人民大学商学院,北京,100872
2. 中国人民大学商学院,北京,100872 |
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| 摘 要： | 研究了1个制造商和多个零售商组成的供应链系统, 在需求不确定情况下的合作广告策略、零售商订货策略，以及供应链渠道协调问题，建立了制造商和零售商在分散式和集中式系统下的合作广告模型，设计了包含广告补贴契约、产品回购契约在内的联合契约，给出了分散系统实现渠道协调的必要条件以及契约参数的确定方法。最后以1个制造商和2个零售商为例进行了数值实验，分析了参数变化对最优策略和联合契约的影响。
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| 关 键 词： | 供应链 合作广告 渠道协调 联合契约 |
| 文章编号： | 1671-9352（2008）01-0107-06 |
| 收稿时间： | 2007-07-19 |
| 修稿时间： | 2007年7月19日 |
Retailer's order policy and channel coordination question based on cooperative advertising |
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| LU Yuan-yuan,LI Ming-fang.Retailer's order policy and channel coordination question based on cooperative advertising[J].Journal of Shandong University,2008,43(1):107-112. |
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| Authors: | LU Yuan-yuan LI Ming-fang |
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| Institution: | 1. Mathematical College, Jilin Normal University, Siping 136000, Jilin, China；2. Business School, Renmin University of China, Beijing 100872, China |
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| Abstract: | Cooperative advertising strategy, retailer's order policy and channel coordination problem of a supply chain system formed by one manufacturer and multi-retailers was studied under uncertain demand. Cooperative advertising models under both a decentralized system and centralized system were given, and the combined contract including advertising allowance contract and buy back contract were put forward. The necessary condition to ensure channel coordination and the method to get the optimal contract parameters were given. Finally, a numerical example was carried out based on one manufacturer and two retailers, and the influence caused by parameter variances on the optimal strategy and combined contract were analyzed. |
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| Keywords: | supply chain cooperative advertising channel coordination combined contract |
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