需求依赖于广告投入的多商品流供应链网络均衡模型研究

Study on Multi-commodity Flow Supply Chain Network Equilibrium with Demand Dependent on Advertisement-investment

针对多个生产商、多个零售商、多个需求市场组成的多商品流供应链网络,假定生产商和零售商按一定比例分担广告费用,分析了广告投入对产品需求的影响,运用变分不等式理论和Nash均衡分析方法,研究了生产商之间、零售商之间的竞争均衡,建立了刻画供给市场、零售市场和需求市场均衡的变分不等式模型,得到了需求依赖于广告投入情况下的多商品流供应链网络均衡的变分不等式模型,并用算例验证了模型的合理性。

Advertisement is helpful to increase market demand and enhance the profit of supply chain. Under the assumption that manufacturers and retailers share in ad-rate, a multi-commodity flow supply chain network con- sisting of multi-manufacturer, multi-retailer and multi-demand-market is studied. The influence of advertisement on demand is analyzed. The competitive equilibriums among manufacturers and retailers are studied by the variational inequality method and Nash equilibrium analysis method. Variational inequality models are put forward to character- ize the equilibriums of supply, retail and demand market, respectively. Then the variational inequality model of the multi-commodity flow supply chain network is set up. Final numerical example shows the reasonability of the model.