摘要
研究了制造商网络渠道选择的最优策略问题。通过建立供应链分散控制和供应链集中控制下的零售商渠道、零售商渠道加制造商在线广告、零售商渠道加制造商在线销售、零售商渠道加制造商在线销售及广告这四种策略模型,运用博弈论理论分析了每种策略下的最优决策,并进一步分析了供应链的优势策略,为网络时代下制造商做决策提供了参考。
This paper studies the manufacturer's optimal strategy choice about network channels.Through the establishment of four strategy models-retailer channel,retailer channel and manufacturer online advertising,retailer channel and manufacturer online sales channel,retailer channel and manufacturer online sales channel and online advertising under decentralized control and centralized control of the supply chain,optimal decision of each strategy is analyzed using game theory.And it analyzes the dominant strategy of supply chain,which provides reference for the manufacturer to make decisions in the network era.
出处
《系统工程》
CSSCI
CSCD
北大核心
2015年第4期75-81,共7页
Systems Engineering
基金
国家自然科学基金资助项目(71171074
U1204701
71301045)
