随机需求下闭环供应链联合广告投入与订货策略模型

Closed-loop supply chain model with jointed advertising investment and order policy under uncertain demand

文章研究了考虑随机需求广告投入的闭环供应链的协调问题,分析了制造商品牌广告投入和零售商地方促销广告投入共同对市场需求的影响,分别给出了集中决策和分散决策下制造商的最优品牌广告投入、零售商的最优地方促销广告投入和销售初期的最优订购量。利用利润共享下利润分配机制使得供应链系统达到完美协调,并且通过数值算例对模型进行了数值仿真计算。

This paper iexplores the closed-loop supply chain problem with,the advertising investment under uncertain demand. The effect of the brand name advertising investment of the manufacturer and the local promotion advertising expenditures of the retailer on the market demand is analyzed. The manufacturer＇s optimal brand name advertising investment effort level, the retailer＇s local advertising investment effort level and the optimal order quantity of retailer in the early stage of sales under centralized decision system and decentralized decision system are given respectively. The improved profitsharing contract is proposed to achieve the perfect coordination of closed-loop supply chain. The numerical example is presented to illustrate the model.