【摘要】 从广告效应影响市场需求随机性变化这个视角研究了供应链退货策略问题,将问题情形设定在只有一个生产制造商和一个零售商组成的集成供应链中,对相关影响因子和属性进行了设定和符号表示,分别构建了生产制造商、零售商、供应链整体的利润期望函数,并在此基础上得出了有无退货机制下的零售商最优广告营销费用和最优经济订货批量,结果显示供应链集成环境下不管采取何种退货策略都可以找到一个广告营销费用和退货费用分摊策略来实现供应链的有效协调,并就相关的费用分摊比例及其期望利润水平进行了研究。更多还原

【Abstract】 In this paper, in view of the stochastic change in market demand caused by advertisement effect, we studied the supply chain product returns policies. By confining the discussion to an integrated supply chain composed of one manufacturer and one retailer, we built the expected profit functions of the manufacturer, the retailer and the supply chain respectively, on such basis, found the optimal advertising cost and optimal EOQ of the retailers in the absence of a returns policy, found that the returns policy could effectively coordinate the supply chain in the integrated environment, and at the end, studied the cost amortization ratio and expected profit level of the two parties.更多还原