带有两种营销模式的供应链合作广告协调模型  

Cooperative advertising coordination model for supply chain with two sale modes

作　　者：王圣东[1,2] 周永务[1,3] 

机构地区：[1]合肥工业大学管理学院,安徽合肥230009 [2]解放军电子工程学院数学教研室,安徽合肥230037 [3]华南理工大学工商管理学院,广东广州510641

出　　处：《系统工程学报》2008年第6期674-682,共9页Journal of Systems Engineering

基　　金：国家自然科学基金资助项目(70771034;70631003);高等学校全国优秀博士论文作者专项基金资助项目(200565);新世纪优秀人才支持计划资助项目(NCET-05-0557);高等学校博士学科点专项科研基金资助项目(20060359007)

摘　　要：本文考虑了带有直营店和代理商两种营销模式的 Newsvendor 型产品合作广告问题,分别建立了分散决策和集中控制下制造商和代理商的最优广告决策模型,分析了需求的随机性及直营店的营销模式对供应链双方广告决策的影响.给出了一个基于地方促销广告费用分摊的策略以实现供应链协调.最后,用数值仿真验证了本文的相关结论并得到一些重要的管理启示.This paper studies the cooperative advertising problem with considering the manufacturer selling its Newsvendor-type product through two different modes： direct-sale channel and regional agent. The decentralized and centralized decision models for the manufacturer and agent are developed, respectively. The effect of demand uncertainty and direct-sale channel on the optimal advertising policies of both sides of supply chain is analyzed. A cost-sharing policy for local advertising is presented, which can not only coordinate the supply chain, but also improve the profit of each supply-chain member. A numerical experiment is given to illustrate the conclusions presented in the paper, and some important managerial enlightenment is provided as well.

关 键 词：供应链 合作广告 Newsvendor型产品 直营店 

分 类 号：F224[经济管理—国民经济]