需求受促销投资影响的供应链协调模型

The Coordination Model for Supply Chain with Demand Impacted by Investment in Sales Promotion

本文以一个供应商与一个零售商组成的供应链为研究对象。市场需求受零售商进行促销投资的影响,供应商采取了共同补给期和补偿促销投资的协调策略。本文分别建立无协调策略与协调策略下零售商与供应商的利润模型,并对促销投资额与补给期的进行决策。共同补给期条件下,零售商的利润会比无协调策略条件下有所减少。供应商通过补偿促销投资的方式使得双方的利润都有所增加。最终,在共同补给期与补偿促销投资的双重策略下,零售商与供应商可以有效协调。

In this paper, a supply chain consisting of a supplier and a retailer is considered. The demand of market is impacted by investment in sales promotion, the supplier adopts the replenishment strategy based on common replenishment epoch and compensates some investment in sales promotion. This paper has established the profit models of the supplier and the retailer with non-coordination strategy and coordination strategy respectively. Under the replenishment strategy based on common replenishment epoch, the retailer＇s profits will be reduced. The supplier compensates the retailer some investment and the profits of two sides have increased. Finally, the supplier and the retailer can coordinate effectively under the double- coordination strategy of the common replenishment epoch and investment compensation.