【摘要】 考虑市场需求受到零售价格和广告投入的双重影响,需求函数为相乘型形式,建立了Nash静态博弈、制造商为主导的Stackelberg博弈、零售商为主导的Stackelberg博弈和合作博弈模型,并对四种模型的均衡结果进行比较,得出了非合作博弈中,在零售商为主导的Stackelberg博弈下制造商获得了更高的收益,但没有分担零售商的地方广告投入。在制造商为主导的Stackelberg博弈下,制造商分担零售商的地方广告投入需要满足一定的条件。而合作博弈以最低的零售价格、最高的地方广告分担率和最高的广告投入获得了比非合作博弈下更高的收益,更好地协调了供应链。更多还原

【Abstract】 Considers the market demand influenced by the retail price and the advertising expenses,market demand function for multiplicative-type,this paper builds up the Nash static game,manufacturer-Stackelberg game,retailer-Stackelberg game and cooperative game models,and then compares equilibrium results of four models.It is concluded that in the non cooperative game,the manufacturer of the retailer-Stackelberg game gains the higher profits and no local advertising share rate for the retail.The manufacturer of the manufacturer-Stackelberg game shares the retailer’s local advertising expense need to meet the certain condition.Cooperative game gains the lowest retail price,the highest advertising share rate,the highest local advertising expenses and the highest profits than non-cooperative game,and better coordinate the supply chain.更多还原