基于微分对策的供应链合作广告决策研究  

Dynamic Cooperative Advertising Strategies Based on Differential Games in a Supply Chain

作　　者：张庶萍[1] 张世英[1] 

机构地区：[1]天津大学管理学院,天津300072

出　　处：《控制与决策》2006年第2期153-157,162,共6页Control and Decision

摘　　要：针对供应链系统中制造商和零售商的合作广告计划问题,利用微分对策构建动态模型,分别研究制造商和零售商在合作和非合作条件下的广告策略.运用动态规划原理,分别得出静态反馈N ash均衡和反馈S tacke lberg均衡.将两种均衡策略加以比较,结果显示合作广告计划是供应链系统中的一种协调和激励机制,可以提高两个渠道成员以及整个供应链系统的利润。For the problem of the cooperative advertising program in a supply chain with a single manufacturer and a retailer, a dynamic model is constructed by using differential games to study the advertising strategies of the two members under non-cooperative and cooperative conditions. The stationary feedback Nash equilibrium and feedback Staekelberg equilibrium are characterized by using dynamic programming principle. The comparison between the two scenarios shows that the cooperative advertising program is a coordinating and incentive mechanism in the supply chain and players receive higher payoffs.

关 键 词：供应链管理 合作广告计划 微分对策 反馈Nash均衡 反馈Stackelberg均衡 

分 类 号：F224.32[经济管理—国民经济]