文献综述博弈论在供应链管理中应用课件.pptVIP

文献综述：博弈论在供应链管理中的运用数9 艾松 博弈论在供应链管理中的运用如今还处于探求的阶段,所用的博弈论实际还比较浅；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平衡，Game的模型，Stackelberg模型等；部分模型用显示原理、 Nash平衡的存在性定理来求解平衡结果。 文献综述Huang,Z.M., S.X.Li. 2019. Co-op advertising models in manufacturer-retailer supply chains:A game theory approach. European Journal of Operational Research ,527-544. Li,S.X., Z.M.Huang, J.Zhu, P.Y.K.Chau. 2019. Cooperative advertising,game theory and manufacturer-retailer supply chains. Omega 30,347–357. Huang,Z.M., S.X.Li. 2019. Co-op advertising models in manufacturer-retailer supply chains:A game theory approach. European Journal of Operational Research ,527-544. Keyword: Decision analysis; Game theory; Co-op advertising; Equilibrium; Coordination; Bargaining problems; Utilities. 1.IntroductionVertical 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.IntroductionMost 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.IntroductionThree 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.AssumptionsS—retailer’s sales response volume function of product;a —retailer’s local advertising level;q—manufacturer’s national brand name investmentt —fraction of total local advertising expenditures which manufacturer shares 2.AssumptionsOne-period sales response volume function:Expected sales response volume: 2.Assumptions The manufacturer’s,retailer’s,system’s expe