资源描述:
《a game theoretic approach to coordinate pricing and vertical co-op advertising i》由会员上传分享,免费在线阅读,更多相关内容在工程资料-天天文库。
1、EuropeanJournalofOperationalResearch211(2011)263–273ContentslistsavailableatScienceDirectEuropeanJournalofOperationalResearchjournalhomepage:www.elsevier.com/locate/ejorProduction,ManufacturingandLogisticsAgametheoreticapproachtocoordinatepricingandverticalco-opadvertisinginman
2、ufacturer–retailersupplychainsa,⇑abMirMehdiSeyedEsfahani,MaryamBiazaran,MohsenGharakhaniaDepartmentofIndustrialEngineering,AmirKabirUniversityofTechnology,Tehran15875-4413,IranbDepartmentofIndustrialEngineering,IranUniversityofScienceandTechnology,Tehran16846-13114,Iranarticlei
3、nfoabstractArticlehistory:Verticalcooperative(co-op)advertisingisamarketingstrategyinwhichtheretailerrunslocaladvertis-Received23March2010ingandthemanufacturerpaysforaportionofitsentirecosts.Thispaperconsidersverticalco-opadver-Accepted15November2010tisingalongwithpricingdecisi
4、onsinasupplychain;thisconsistsofonemanufacturerandoneretailerAvailableonline23November2010wheredemandisinfluencedbybothpriceandadvertisement.Fourgame-theoreticmodelsareestab-lishedinordertostudytheeffectofsupplychainpowerbalanceontheoptimaldecisionsofsupplychainKeywords:members.
5、Comparisonsandinsightsaredeveloped.Theseembracethreenon-cooperativegamesinclud-MarketingingNash,Stackelberg-manufacturerandStackelberg-retailer,andonecooperativegame.InthelatterSupplychaincoordinationcase,boththemanufacturerandtheretailerreachthehighestprofitlevel;subsequently,t
6、hefeasibilityPricingVerticalcooperativeadvertisingofbargaininggameisdiscussedinabidtodetermineaschemetosharetheextrajointprofit.GametheoryÓ2010ElsevierB.V.Allrightsreserved.1.Introductionconsumerdemandisinfluencedbybothpriceandadvertisingefforts.Supplychaincoordinationhasbeenthef
7、ocusofmanyresearchManufacturersandretailersuseadvertisingprogramstocon-studieswithoutwhichchannelmemberstendtomaximizetheirvincecustomerstopurchasetheirproducts.Theireffortsarediffer-ownprofit.Aprimeexampleassociatedwithsuchanuncoordi-entinthesensethat,theaimofmanufacturer’snati
8、onalnatedsystemis‘‘doublemarginalization’’,inwhichther