CAJ | 학술논문

运用不确定型决策理论中的极大极小方法，讨论了在需求最坏可能分布情况下集中式供应链的最优联合策略选择；考察了在分散决策供应链中零售商订货量与广告投入不足将导致供应链绩效不佳。研究发现，引入由交易信用、广告费用补贴以及销售收入共享构成的组合激励机制，能够协调作为独立主体的零售商的订货行为与广告策略，在满足零售商参与约束的同时，最终实现制造商期望利润的显著提高，并且例示了需求波动对供应链成员最优期望利润的影响。
운용불학정형결책이론중적겁대겁소방법，토론료재수구최배가능분포정황하집중식공응련적최우연합책략선택；고찰료재분산결책공응련중령수상정화량여엄고투입불족장도치공응련적효불가。연구발현，인입유교역신용、엄고비용보첩이급소수수입공향구성적조합격려궤제，능구협조작위독립주체적령수상적정화행위여엄고책략，재만족령수상삼여약속적동시，최종실현제조상기망리윤적현저제고，병차례시료수구파동대공응련성원최우기망리윤적영향。
This paper firstly discusses the optimal choice of joint policies of the centralized supply chain against the worst possible distribution of demand, and then examines the poor performance of supply chain which resulted from the insufficiency of the retailer＇ s order quantity and advertising expenditure in a decentralized supply chain. It finds that introducing an incentive mechanism consists of trade credit, advertising cost subsidy and sales revenue-sharing, can coordinate the individ- ual retailer＇ s ordering behavior and advertising policy, and finally realize the remarkable enhancement of the manufacturer＇ s expected profit, satisfying the retailer＇s participation constraint. Moreover, a numerical example illustrates the effect of the demand volatility on the optimal expected profits of supply chain members.