CAJ | 학술논문

研究了由单一制造商和单一零售商组成的二级供应链的合作广告策略。采用博弈论方法构建了模型并结合数值仿真，在考虑制造商与零售商各自的广告成本的情形下，分别考察了非合作静态博弈、Stackelberg主从博弈以及Nash合作博弈下的最优广告策略。通过比较，得到了制造商和零售商选择合作情形下的广告水平、订货量和整条供应链收益均优于不合作情形的结论，制造商的全国性广告水平与自身的广告成本呈负相关，而与零售商的广告成本呈正相关，为供应链成员选择广告策略提供了理论依据。
연구료유단일제조상화단일령수상조성적이급공응련적합작엄고책략。채용박혁론방법구건료모형병결합수치방진，재고필제조상여령수상각자적엄고성본적정형하，분별고찰료비합작정태박혁、Stackelberg주종박혁이급Nash합작박혁하적최우엄고책략。통과비교，득도료제조상화령수상선택합작정형하적엄고수평、정화량화정조공응련수익균우우불합작정형적결론，제조상적전국성엄고수평여자신적엄고성본정부상관，이여령수상적엄고성본정정상관，위공응련성원선택엄고책략제공료이론의거。
The cooperative advertising strategy is analyzed for a two-echelon supply channel composed of a single manufacturer and a single retailer. To do so, game models are developed for it. Based on the models, the advertising cost for both manufacturer and retailer is analyzed under the optimal cooperative strategies of non-cooperative static game, Stackelberg leader-follower game, and Nash cooperative game, respectively. Results show that the advertising level, ordering quantity, and system profit obtained by cooperation are better than those without cooperation. In additional, the nationalwide advertising level is negatively related to the manufacturer＇s advertising cost, whereas it is positively related to retailer＇s advertising level. A numerical example is used to show the results.