零售商主导的联合广告投入共担期权契约模型

Fuzzy option contract with jointed advertising investment sharing in a retailer-led supply chain

考虑由一个供应商和一个零售商组成的两级供应链,在此供应链系统中,零售商处于供应链的领导地位,而供应商处于追随的地位,零售商提出期权契约而供应商购买期权.在模糊环境下,单纯的供应商品牌广告和零售商的地方广告的联合广告无法实现供应链的协调,为此建立了零售商和供应商之间通过共同分担供应商品牌广告和零售商地方性促销广告联合投入成本的期权契约进行协调.研究表明,联合广告投入共担的期权契约能够实现零售商主导下的供应链的协调.最后,利用具体算例分析验证了结论.

A supply chain consisting of a supplier and a retailer is considered.The retailer who offers an option contract is a leader and the supplier who purchases an option is a follower in the supply chain system.A pure jointed advertising of supplier＇s brand advertising and retailer＇s local promoted advertising can not coordinate the supply chain under fuzzy environments.To coordinate between the supplier and the retailer an option contract sharing the jointed investment cost of the supplier＇s brand advertising and the retailer＇s local promoted advertising is made.Research shows that the option contract can realize the coordination of the retailer-led supply chain.At last the numerical example is provided to verify the conclusion.