具有利他性的供应链广告与定价模型

Advertising and Pricing Models in Supply Chains with Altruistic Behavior

摘要:

应用博弈论研究供应链中广告和定价的联合决策，其需求函数受广告和零售价格双重因素影响.基于此研究了3种决策模式，即分散决策模式、合作决策模式以及利他决策模式.利他决策模式是在供应链中成员的目标函数中引入利他因素.最后用数值分析讨论了利他系数对均衡策略以及均衡策略下各参与者利润的影响，研究得知作为博弈的领导者，制造商应对整个供应链的绩效水平负责，不仅考虑自身利润也要考虑零售商利润，其利他性应高于零售商，进而推动系统利润提升.

Abstract:

We employ a game theoretical model to study not only advertising but also pricing strategy in supply chain and the market demand is influenced by the advertising level and retail price. Three different models are discussed which are decentralized model, cooperative model and altruistic model. Altruistic model is a model by introducing altruistic factors into the objective function of the supply chain participants. Finally, the influence of altruistic factors to equilibrium strategy and each participant profit under equilibrium strategy are discussed through numerical analysis. It is concluded that the manufacturer as the leader of the supply chain should consider not only his own profit but also the retailer’s profit. So the manufacturer has the higher altruism than the follower in order to promote the whole system profit.