工业技术经济
工業技術經濟
공업기술경제
INDUSTRIAL TECHNOLOGY & ECONOMY
2014年
2期
95-102
,共8页
广告%闭环供应链%博弈%回收%决策
廣告%閉環供應鏈%博弈%迴收%決策
엄고%폐배공응련%박혁%회수%결책
advertising%closed-loop supply chain%game%recycling%decision
在广告既能影响市场需求又能影响回收的条件下,本文运用博弈论,建立了一体化决策模式(集中决策、制造商回收广告、零售商回收广告)与制造商广告决策模式(制造商广告时制造商回收、零售商回收),得出最优广告水平、产品批发价、产品零售价及供应链中各成员的利润与总体利润,并对结果进行了比较与仿真分析。研究结果表明广告在回收与营销两个方面的效率越高,则广告投入也就越多,使得市场需求量与产品回收率增加,最终提高了制造商、零售商、总体利润。针对不同的市场目标,可以采用不同的渠道策略。
在廣告既能影響市場需求又能影響迴收的條件下,本文運用博弈論,建立瞭一體化決策模式(集中決策、製造商迴收廣告、零售商迴收廣告)與製造商廣告決策模式(製造商廣告時製造商迴收、零售商迴收),得齣最優廣告水平、產品批髮價、產品零售價及供應鏈中各成員的利潤與總體利潤,併對結果進行瞭比較與倣真分析。研究結果錶明廣告在迴收與營銷兩箇方麵的效率越高,則廣告投入也就越多,使得市場需求量與產品迴收率增加,最終提高瞭製造商、零售商、總體利潤。針對不同的市場目標,可以採用不同的渠道策略。
재엄고기능영향시장수구우능영향회수적조건하,본문운용박혁론,건립료일체화결책모식(집중결책、제조상회수엄고、령수상회수엄고)여제조상엄고결책모식(제조상엄고시제조상회수、령수상회수),득출최우엄고수평、산품비발개、산품령수개급공응련중각성원적리윤여총체리윤,병대결과진행료비교여방진분석。연구결과표명엄고재회수여영소량개방면적효솔월고,칙엄고투입야취월다,사득시장수구량여산품회수솔증가,최종제고료제조상、령수상、총체리윤。침대불동적시장목표,가이채용불동적거도책략。
With the impact of the advertising for both market demand and recovery , using game theory , established the integrated decision models (centralized decision-making , manufacturer recovery and advertising , retailer recovery and advertising ) and manufac-turer advertising decision models (manufacturer recycling , retailer recycling ) , we got the profit of each members , total profit , optimal advertising level , products wholesale price , retail price in the supply chain , and comparative analysis and simulation analysis were given at last . Research results show that , the higher efficiency of advertising in the two aspects of recovery and marketing , advertising invest-ment is more , and it makes the market demand and product recovery rate increasing , ultimately improve profits of manufacturer , retailer , and the overall . According to different market target , the manufacture can adopt different channel strategy .