文献综述博弈论在供应链管理中的应用.pptVIP

文献综述：博弈论在供应链管理中的应用 数9 艾松 博弈论在供应链管理中的应用 现在还处于探索的阶段,所用的博弈论理论还比较浅； 更多的是用博弈论中的概念、已有的结论等，最常用的就是Nash均衡，Game的模型，Stackelberg模型等； 部分模型用显示原理、 Nash均衡的存在性定理来求解均衡结果。 文献综述 Huang,Z.M., S.X.Li. 2001. Co-op advertising models in manufacturer-retailer supply chains:A game theory approach. European Journal of Operational Research 135,527-544. Li,S.X., Z.M.Huang, J.Zhu, P.Y.K.Chau. 2002. Cooperative advertising,game theory and manufacturer-retailer supply chains. Omega 30,347–357. Huang,Z.M., S.X.Li. 2001. Co-op advertising models in manufacturer-retailer supply chains:A game theory approach. European Journal of Operational Research 135,527-544.  Keyword: Decision analysis; Game theory; Co-op advertising; Equilibrium; Coordination; Bargaining problems; Utilities. 1.Introduction Vertical co-op advertising is an interactive relationship between a manufacturer and a retailer in which the retailer initiates and implements a local advertising and the manufacturer pays part of the cost. The main reason for a manufacturer to use co-op advertising is to strengthen the image of the brand and to motivate immediate sales at retailer level. 1.Introduction Most studies to date on vertical co-op advertising have focused on a relationship where the manufacturer is a leader and the retailer is a follower. This paper is intended to discuss the relationship between co-op advertising and efficiency of manufacturer- retailer transactions. 1.Introduction Three co-op advertising model: 1.a leader-follower noncooperative game:manufacturer is a leader; 2.a noncooperative simultaneous move game; 3.a cooperative game. 2.Assumptions S—retailer’s sales response volume function of product; a —retailer’s local advertising level; q—manufacturer’s national brand name investment t —fraction of total local advertising expenditures which manufacturer shares 2.Assumptions One-period sales response volume function: Expected sales response volume: 2.Assumptions