【摘要】 在二级供应链中,常见的情况是生产商和零售商均想通过增加广告投入来提升各自的销量,而且为了提升销量两者都愿意向客户提供折扣.虽然生产商与零售商可以利用Nash平衡理论,通过博弈在竞争模式下实现利益最大化,但是竞争方案对供应链中的企业而言并非是一个最佳方案。本文在竞争模式的基础上提出了生产商与零售商的合作模型。在这一模型中生产商和零售商采用了合作广告和价格折扣两种策略,通过合作使整个供应链中的利润得到了提升。更多还原

【Abstract】 Commonly,both the manufactures and retailers used to promote their sales by means of increasing the advertisement invest,besides they would like to discount for their customers.Though,the manufactures and retailers compete against each other basing on Nash equilibrium theory so as to maximize their own profit,yet this tactic does not optimize the enterprises itself profit in supply chain.This article put forward a cooperative model of the manufactures and retailers under the competitive condition.Both the manufactures and retailers can adopt the cooperative advertisement tactic and pricing discount tactic in this model,to promote the total supply chain profit via coordination.更多还原