| 供应链管理中供应商广告成本策略博弈分析 |
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| 引用本文： | 宋志强,何宏,沈贵林,李志荣.供应链管理中供应商广告成本策略博弈分析[J].商品储运与养护,2007,29(2):55-57,43. |
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| 作者姓名： | 宋志强 何宏 沈贵林 李志荣 |
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| 作者单位： | 后勤工程学院,重庆,400016 |
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| 摘 要： | 文中运用博弈建模理论方法,就供应链供应商广告策略对供应链成员企业的影响进行探讨分析,给出了供应商最优的广告策略,指出了供应链中广告成本对供应商最优战略的影响,为供应链中的供应商广告决策提供理论依据。
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| 关 键 词： | 供应链 品牌战略 广告效应 博弈论 |
| 文章编号： | 1007-4538（2007）02-0055-03 |
| 收稿时间： | 2007-03-15 |
| 修稿时间： | 2007年3月15日 |
Game Theory Analysis of Advertisement Cost Strategy of Manufacturer in the Supply Chain |
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| Song Zhiqiang,He Hong,Shen Guilin,Li Zhirong.Game Theory Analysis of Advertisement Cost Strategy of Manufacturer in the Supply Chain[J].Storage Transportation & Preservation of Commodities,2007,29(2):55-57,43. |
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| Authors: | Song Zhiqiang He Hong Shen Guilin Li Zhirong |
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| Institution: | Logistics Engineering University Chongqing 400016 |
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| Abstract: | In this paper, the Game Theory is applied to model and analyze the influence of the advertisement investment of manufacturer over other members in the supply chain. The optimal advertisement input of manufacturer is showed and the influence of the advertisement cost per unit upon it is revealed .The theory foundation is also provided to make policies on the advertisement of the supply chain. |
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| Keywords: | Supply chain Trademark strategy Advertisement effect Game Theory |
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