两个竞争的零售商的促销协调策略

Coordinated Promotion Strategy of Two Competitive Retailers

考虑由一个供应商和两个竞争的零售商构成的供应链,两层供应链之间是供应商占主导地位的Stackelberg结构。分别就两个竞争的零售商是库纳特和同谋关系给出相应的最优促销投资策略以及供应商的最优促销补偿比例,同时取得了整个供应链系统的最优。给出数值算例,验证了模型的有效性。

In a two-echelon supply chain with one suppher and two competitive retailers, a new multi-objective optimization model is proposed for coordinated promotion strategy. It is assumed that it has the Stackelberg structure dominated by the supplier. The objectives are to optimize the promotion strategy and sales compensation in view of the whole supply chain. With this model, both Cournot relation and co-conspiracy relation of the two retailers are discussed. The efficiency is evaluated by the simulation.