基于品牌和促销广告的闭环供应链模型

Closed-loop Supply Chain Model with the Brand Name Advertising and Promotion Advertising Investment

研究了考虑广告投入的闭环供应链的协调问题,建立了制造商品牌广告投入和零售商地方促销广告投入共同影响市场需求的闭环供应链模型,分别给出在集中决策和分散决策下制造商的最优品牌广告投入努力,零售商最优地方促销广告投入努力及制造商的最优回收率和最优批发价格,利用特许经营契约使闭环供应链系统达到协调,并且通过数值对模型进行了仿真计算.

This paper explores the closed-loop supply chain coordination problem with the advertising investment. The closed-loop supply chain model with the market demand depending on the brand name advertising investment of the manufacturer and the local promotion advertising expenditures of the retailer is developed. The manufacturer＇s optimal brand name advertising investment effort , the retailer＇s local advertising investment effort level and the manufacturer＇s optimal recycle rate and the optimal wholesale price of the manufacturer are presented under the centralized decision system and decentralized decision system, respectively. The franchise contract is proposed to achieve the perfect coordination of closed-loop supply chain. The numerical example is presented to illustrate the model.