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供应链管理中供应商广告成本策略博弈分析

Game Theory Analysis of Advertisement Cost Strategy of Manufacturer in the Supply Chain
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摘要 文中运用博弈建模理论方法,就供应链供应商广告策略对供应链成员企业的影响进行探讨分析,给出了供应商最优的广告策略,指出了供应链中广告成本对供应商最优战略的影响,为供应链中的供应商广告决策提供理论依据。 In this paper, the Game Theory is applied to model and analyze the influence of the advertisement investment of manufacturer over other members in the supply chain. The optimal advertisement input of manufacturer is showed and the influence of the advertisement cost per unit upon it is revealed. The theory foundation is also provided to make policies on the advertisement of the supply chain.
作者 宋志强 何宏 沈贵林 李志荣
机构地区 后勤工程学院
出处 《商品储运与养护》 2007年第2期55-57,43,共4页 Storage Transportation & Preservation of Commodities
关键词 供应链 品牌战略 广告效应 博弈论 Supply chain Trademark strategy Advertisement effect Game Theory
分类号 F224 [经济管理—国民经济]
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商品储运与养护
2007年 第2期

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