供应链中的均衡价格和广告策略研究

摘要

For the problem of the advertising strategies in a supply chain with a single manufacturer and a retailer, a dynamic model is constructed by using differential games. The equilibrium price and the advertising strategies are studied by using dynamic programming principle and optimal control theory under non-cooperative and cooperative conditions. The comparison between the two scenarios shows that channel coordination can reduce the retail price and increase the payoffs of the supply chain.%针对供应链系统中的均衡价格和广告策略问题,利用微分对策理论构建动态模型,运用动态规划原理和最优控制理论分别得出了制造商和零售商在非合作和通道合作两种情况下的均衡价格和广告策略.将结果进行比较,可以得出通道合作可降低产品的零售价格,提高整个供应链系统的利润.