需求依赖价格、广告投人和质量控制的供应链模型

Supply Chain Model With Demand Depending on Price,Advertising Investment and Quality Control

研究了需求受零售商销售价格和广告投入以及制造商质量控制影响的供应链协调问题,分析了零售商的广告投入以及制造商的质量控制对市场需求的影响,分别给出了集中决策和分散决策下零售商的最优销售价格、最优订购量和最优广告投入努力水平以及制造商的最优质量控制努力水平和最优批发价格,利用了特许经营契约来使供应链达到完美协调.最后,通过数值算例对模型进行仿真计算与分析.

This paper studies supply chain coordination problem of the demand depending on the retailer＇s selling price, advertising and the manufacturer＇s quality control, The effect of retailer＇s advertising and manufacturer＇s quality control on the market demand is ana- lyzed. The optimal sales price of the retailer, the optimal quantity of the retailer, the optimal advertising effort level of the retailer, the optimal quality control effort level of the manufacturer and the optimal wholesale price of the manufacturer are given under decentralized decision and centralized decision system, respectively. The franchise contract is proposed to achieve perfect coordination of supply chain. Finally, the numerical example is presented to illustrate the model.