两种决策模式下闭环供应链广告与价格博弈研究

摘要

With the impact of the advertising for both market demand and recovery , using game theory , established the integrated decision models (centralized decision-making , manufacturer recovery and advertising , retailer recovery and advertising ) and manufac-turer advertising decision models (manufacturer recycling , retailer recycling ) , we got the profit of each members , total profit , optimal advertising level , products wholesale price , retail price in the supply chain , and comparative analysis and simulation analysis were given at last . Research results show that , the higher efficiency of advertising in the two aspects of recovery and marketing , advertising invest-ment is more , and it makes the market demand and product recovery rate increasing , ultimately improve profits of manufacturer , retailer , and the overall . According to different market target , the manufacture can adopt different channel strategy .%在广告既能影响市场需求又能影响回收的条件下，本文运用博弈论，建立了一体化决策模式（集中决策、制造商回收广告、零售商回收广告）与制造商广告决策模式（制造商广告时制造商回收、零售商回收），得出最优广告水平、产品批发价、产品零售价及供应链中各成员的利润与总体利润，并对结果进行了比较与仿真分析。研究结果表明广告在回收与营销两个方面的效率越高，则广告投入也就越多，使得市场需求量与产品回收率增加，最终提高了制造商、零售商、总体利润。针对不同的市场目标，可以采用不同的渠道策略。