摘要
针对手机市场中出现的间接广告现象,研究了多产品销售条件下,供应链新产品成本估算以及协调问题。建立了非对称信息下多产品的批发价与订货量的stackelberg博弈模型,给出了供应商和零售商在集中决策和分散决策下的博弈均衡。研究结论显示分散决策下零售商的订货量明显低于集中决策下的订货量,同时研究表明通过使用线性价格折扣共享契约(price-discount sharing)可以协调该供应链,并能任意地划分供应链的利润。
In view of the indirect advertising phenomenon in the mobile phone market,this paper estimate the cost of new products and coordination in supply chain under the condition that supply chain sells multiple products.A Stackelberg game model is built to demonstrate the relation between wholesale price and order quantity in the case of asymmetric information.Then the respective game equilibrium is presented under the condition of centralized and decentralized decision making of supplier and retailer.The result shows that the order quantity from retailer under decentralized decision making is significantly lower than that under centralized decision making.Meanwhile,supply chain can be coordinated well and profit of supply chain may be allocated freely when linear price-discount sharing contract is used.
出处
《软科学》
CSSCI
北大核心
2011年第4期50-55,共6页
Soft Science
基金
国家自然科学基金重点项目(70932005)
教育部科学技术研究重点项目(108112)
四川省软科学项目(2009ZR0064)
