基于微分对策的供应链品牌广告和大类广告策略研究  

Brand advertising and generic advertising strategies research in supply chain based on differential game

作　　者：刘芹[1] 何彬斌[1] 孙一鸣[1] 

机构地区：[1]上海理工大学管理学院企业创新能力研究中心,上海200093

出　　处：《计算机应用研究》2014年第7期2048-2052,共5页Application Research of Computers

基　　金：国家自然科学基金资助项目(71003070);上海市教委重点学科建设项目(J50504);上海理工大学人文社科重点项目(14XSZ03)

摘　　要：研究供应链的协调问题是企业可持续发展的重要课题。考虑了品牌广告和大类广告对供应链内企业行为决策的不同作用,利用微分对策理论研究了供应链中供应商和销售商的广告策略,提出了一个Nash博弈模型,通过汉密尔顿—雅可比—贝尔曼方程求解模型的反馈均衡解,得到供应链内企业的最优广告控制策略,然后对供应链中企业销售量、利润和市场份额进行分析,最后通过数值仿真验证所得结论。研究发现:供应商和销售商的市场份额不仅与企业品牌广告投入对销售量的影响系数和成本系数相关,而且与两个企业的销量分享比例和衰减系数有关;并通过算例发现,供应商在利润和销售量上都要大于销售商。Coordination of the supply chain is an important problem for sustainable development of the enterprises. This paper researched how the brand advertising and generic advertising within the supply chain affected the behavior decision-making of enterprises. The paper studied the brand strategies of the two different enterprises in supply chain with differntial game,and gave a Nash game model. The optimal control strategy was obtained from the Hamilton-Jacobi-Bellman equation model for solving feedback Nash equilibrium. Then,it analyzed sales volume,pofit and market share of the enterprises in supply chain. Finally,the conclusions was verified through numerical simulation. The research found that the market shares of suppliers and retailers are related with the cost coefficient and influence coefficient of brand advertising inputs to sales,and also related with the sales share ratio and attenuation coefficient of the two enterprises. At last,through numerical examples found that the profits and sales of suppliers are higher than that of retailers.

关 键 词：供应链 微分对策 品牌广告 大类广告 汉密尔顿—雅可比—贝尔曼方程 

分 类 号：TP301.6[自动化与计算机技术—计算机系统结构]