考虑促销效果不确定的供应链促销费用分摊模型

本地促销费用的供应链联合分摊是一个现实中常见的引起广泛关注的问题。以前的研究大多没有考虑促销效果的不确定性,而这是联合分摊的基本问题。因为不具有不确定性的促销效果会在上下游之间的均衡策略中体现出来,只有促销效果具有不确定才是联合分摊的基本前提。本文以一个制造商和一个零售商组成的简单供应链为模型,把零售商促销成功与否这一不确定性因素引入模型,并分别求解了零售商不做促销努力、零售商做促销努力但制造商不分摊促销费用以及零售商做促销努力并且制造商分摊促销费用三种均衡结果来分析讨论求解供应链上下游企业的最优策略,导出了零售商做促销努力优于不做促销努力的促销成功概率范围,为零售商是否做促销努力提供了理论参考依据。

Cost-sharing Modeling of Supply Chain Considering the Uncertain Effect of Sales Promotion

The cost-sharing of local marketing in the supply chain causes a widespread and common concerns in reality.Most previous studies did not consider the results of the promotional effect of uncertainty,and this is the basic problem of the joint assessments.Because they do not have the promotional effect of uncertainty,which is reflected in the balance between upstream and downstream strategies,only the promotional effect of the joint assessment with uncertainty is the basic premise.In this paper,we establish a...