| 两种合作广告策略的比较及结果分析 |
| |
| 引用本文： | 何成会,蔡立军.两种合作广告策略的比较及结果分析[J].西南民族学院学报(自然科学版),2006,32(6):1130-1133. |
| |
| 作者姓名： | 何成会 蔡立军 |
| |
| 作者单位： | 西北工业大学理学院,西安,710072 西北工业大学理学院,西安,710072 |
| |
| 摘 要： | 针对供应链系统中制造商和零售商的广告合作问题,利用微分对策比较了Stackelberg均衡和联合目标的通道合作模型的总利润,结果显示后者是优于前者的,并给出了后者的实现方法.
|
| 关 键 词： | 供应链 微分对策 Stackelberg均衡 通道合作 |
| 文章编号： | 1003-2843(2006)06-1130-04 |
| 修稿时间： | 2006年5月24日 |
Comparison of two cooperative advertising strategies and result analysis |
| |
| HE Cheng-hui,CAI Li-jun.Comparison of two cooperative advertising strategies and result analysis[J].Journal of Southwest Nationalities College(Natural Science Edition),2006,32(6):1130-1133. |
| |
| Authors: | HE Cheng-hui CAI Li-jun |
| |
| Abstract: | For the problem of the cooperative advertising program in a supply chain with manufacturers and retailers,the total payoffs of Stackelberg equilibrium and the channel coordination modes of the joint objection are compared using differential games.The result shows that the latter is better than the former,and the way of proving the latter is given. |
| |
| Keywords: | supply chain differential game Stackelberg equilibrium channel coordination |
| 本文献已被 CNKI 维普 等数据库收录！ |
