促销、价格和展示量影响需求的供应链决策

Supply Chain Decisions When Demand is Dependent on Promotion,Price,and Display

考虑简单二级供应链收益共享契约环境下,当需求受到促销、价格及货架展示量等多种市场决策影响、且该决策为内生变量时的供应链成员决策。进一步分析当促销投资费用由零售商单独承担、制造商单独承担以及两者分担的情况下,供应链成员的优化决策及相关利润。最后,通过数值分析各个市场因子对需求及供应链决策的影响。

In this paper,optimal decisions are investigated in a two-stage supply chain in revenue-sharing contract,where demand is endogenously dependent on marketing combination decisions of promotion,price,and display.Optimal decisions and related profits are analyzed and further compared in three scenarios,where the promotion investment fee is either taken by the retailer,the manufacturer,or both.Numerical examples are finally given to show the impacts of marketing factors on the demand and supply chain decisions.